Abstract
How to attract and retain online consumers, that is, stick to them is one of the most important objectives faced by website managers in the fierce competition. This paper tried to solve it from a perspective of Customer Relationship Management (CRM). We developed a model to explain online consumers’ repurchase loyalty. The SEM (Structure Equation Modeling) is used to test relationships between variables in the model by the tools of Lisrel8.70 and SPSS15.0. The empirical findings show that website information quality, system quality and service quality are all important factors influencing online consumer repurchase loyalty. The customer-oriented view is still a key for e-commerce to success. Based on this, we suggested some measurements to stick to online consumers and make them loyalty to the special websites. We expected to offer some references to websites’ operators.
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