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1、中北大学学位论文EmpiricalStudyontheInfluencingofthePlatformShoppingWebsiteRewardingProgramsonCustomerE-LoyaltyAuthor：ZhangJingshengSupervisor：WangWenyinAbstractWhencustomerrewardingprogramsiswidelyusedinvarioussectorssuchascommunication,airlinesandtraditionalretail,theresearc
2、hontheinfluenceofthecustomerrewardingprogramsoncustomerloyaltyhasbecomeoneofhotresearchathomeandabroad.WiththeprosperousprogressoftheinterconnectionnetworkandthedisseminationofinternetuseinChina,thecompetitionoftraditionalretailenterprisecontinuestothevirtualnetwork.In
3、ordertoestablishnewcustomersofthewholecountryandkeepfavorablerelationshipwithcurrentcustomers,eachplatformshoppingwebsiteoperatorshavetheirowncustomerrewardprograms.However,ontheonehand,owingtothehightransparencyofinformationintheInternetenvironment,consumershavetherea
4、sonablerightstotaketheinitiativetopatronizeshoppingwebsite,whichmakethewebsitecustomerloyaltymorevulnerablethantherealworld,Ontheotherhand,duetocost,performanceandtimeaspects,rewardingprogramsmaybehastilyestablishedorimplemented.Whencustomersgotoanyshoppingwebsiteforco
5、nsumptionwillgetdiscountandvarious“VIP”identity,theproblemthatarewardingprogramcanbringcustomerloyaltyisquestionable.Therefore,researchontheinfluenceofthecustomerrewardingprogramsoncustomerloyaltyinnetworkenvironmenthasimportanttheoreticalandrealisticsignificancetoexpl
6、aintheplatformshoppingwebsitecustomerrewardprogrameffectivenessandimprovethesystemofretailrewardingprograms.Inthispaper,themainresearchtechniquesarequestionnaireandempiricalstudy.Firstly,wereferredtothedomesticandforeignresearchliteratureabouttheinfluencesofcustomerrew
7、ardingprogramsoncustomerloyalty.Bytheanalysisandqualitativeofthedetaileddesignofsomeplatformshoppingwebsiterewardingprograms,weconstructedthemechanismmodelabouttheInfluenceofplatformshoppingwebsiterewardingprogramsoncustomerloyalty,onthebasis,wedesignedandentrustedprof
8、essionalinstitutionsissue中北大学学位论文questionnaires.Secondly,bythesoftwareofSPSSl3.0andLisrel8.70,weanalysedtheverified26
