Host: The Japan Society for Management Information
The market size and sales of e-commerce are still expanding in Japan. In such the market, the B2C e-commerce sales is highest, thus the B2C e-commerce websites are required to enhance customer loyalty by their appeal in the new competitive environment. Although a large number of researches have been made on offline customer loyalty in the real world, little is known about online customer loyalty in the internet. Therefore, we have clarified factors of the formation of online customer loyalty based on the former studies of offline customer loyalty considering the special circumstances of online. Moreover, we have validated the factors and their relationships by the analysis of a questionnaire survey to users of the B2C e-commerce websites.
