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Research on Factors That Impact Customer Switching Costs in Internet Apparel Shopping Market

Author: ZhouJunHua
Tutor: LiKai
School: Anhui University
Course: Business management
Keywords: Online Clothing Shopping Customer switching costs Customer Loyalty Factors
CLC: F426.86
Type: Master's thesis
Year: 2010
Downloads: 376
Quote: 0
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Abstract


In recent years, with the rapid development of China's Internet economy and people's consumption habits gradually changed, making the online shopping market showed rapid growth trend. Among them, the Internet market performance apparel shopping industry is particularly compelling, sales rose year after year, the total number of subscribers representing the ratio of all Internet users surge, the development momentum is very considerable. In the network environment can be very timely, effective and comprehensive access to relevant purchase information, which will undoubtedly facilitate the majority of consumer demand for apparel products to buy. Customers in the network transactions initiative to improve business operations also make online clothing market is facing tough challenges, online clothing shopping customer churn rate is much higher than traditional clothing business model. Consumers buy clothing online course, be clothing business merchant (website) the provision of goods and services have a general perception of the situation, once this level is not enough to make customers aware generates conversion disorder, then the customer conversion occurs a great chance of behavior, clothing merchant website operators will lose a lot of customers, so that customers can not reach conduct that occurred before you buy the purpose of maintaining customer loyalty. Academia gradually customer switching costs in maintaining customer loyalty in a significant role as an important research topic, and a lot of research shows that customer switching costs can be directly or indirectly to maintain customer loyalty. But how should online clothing enterprises to understand and grasp customer perceived switching costs do? Solve this problem, we constructed networks apparel shoppers conversion cost impact factor model to study the current network apparel market customer can perceive the costs of conversion types and how these switching costs are incurred for the network clothing business enterprise management's perception of customer switching costs and maintain customer loyalty to make some suggestions. During the study, the first of customer switching costs and its influencing factors, customer loyalty and customer switching costs and customer loyalty relationship between the theoretical comb, and the results of previous studies based on the theory related to mature identify the direction constructed research model, and proposed research hypotheses. Then through the network online questionnaire and paper questionnaires combination of data collection and comprehensive use of descriptive statistical analysis, reliability and validity testing, factor analysis, correlation analysis and regression analysis, an empirical mathematical statistics analysis, assumptions and theoretical model for verification. The results show that: the network apparel shopping process customer switching costs can be perceived by the program switching costs, financial switching costs, conversion costs and risks between cost structure; website positively influence the degree of difference between the cost and risk of program conversion conversion costs; Online Convenience sexual and relational switching costs into a significant negative correlation; conversion experience program switching costs and risk costs have a significant negative effect; website empathy with the program switching costs and relational switching costs positively correlated; site uses the width of the financial costs of conversion and relational switching costs have a significant positive impact; pairs competition website for program conversion cost and risk and the cost of a negative correlation. End of this article, based on empirical results presented marketing proposals clothing site operating businesses in the specific marketing practice, the operation should be targeted by the differences in marketing strategies to increase customer switching costs for program costs and risk perception; Meanwhile, in order to meet customer demand for convenience and to improve customer can perceive the switching barriers, corporate website design to increase innovation; Also in the implementation of the service system should strive to improve the logistics company's choice to fully establish and Taking into account consumer demand factors, allowing customers to experience everything to the website and empathy; in order to increase the width of the consumer use of the Site, the implementation of diverse, long-lasting marketing strategies to stimulate customer spending on the site, and thus increase customer conversion obstacles. The main innovation of this paper lies in the cost of risk into customer switching costs, focusing on network apparel shopping process customer perceived switching costs, mainly taking into account the characteristics of the network for the apparel industry model structure innovation. And customer switching costs on factors affecting the refining process, but also an innovative way to join the online convenience and websites empathy dimension of the problem under study and strive to make more targeted and actual informative.

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