B2C网购环境下的顾客满意度与顾客忠诚度研究

通过对广州市各个高校共342位同学的实地和网上问卷调查,考察了B2C网购环境下的顾客信任在顾客满意度对顾客忠诚度之间关系的中介作用以及性别差异对该关系的调节效应。研究结果显示,在B2C网购环境下：顾客满意度对顾客忠诚有正向影响;顾客信任在顾客满意度与顾客忠诚的关系中具有中介作用;性别差异在顾客满意度与顾客忠诚度的关系中没有调节效应。

Factors Influencing Customer Loyalty of B2C E-business Websites

Through the field and online questionnaire survey of a total of 342 students from various colleges and universities in Guangzhou, the study makes an empirical research on factors influencing customer loyalty of B2C e-business websites, including mediating role of customer trust and moderating effect of gender difference in the relationship between customer satisfaction and customer loyalty, and gets conclusions as following： Factor of customer satisfaction has positive effects on customer loyalty; Customer trust has a mediating role in the relationship between customer satisfaction and customer loyalty; Gender difference has no moderating effect in the relationship between customer satisfaction and customer loyalty.