AMOS-based analysis of factors influencing customer loyalty

Hunan University of Finance and Economics, Changsha, 410205, China

^* Corresponding author: caosonglin@hufe.edu.cn*

Abstract

In order to better reduce the cost of e-commerce operations and save resources for marketing promotion, e-commerce merchants must adopt a reasonable and effective way to screen customers and improve the competitiveness of their own products. This paper takes the measurement of latent variable customer loyalty as the starting point, collects data through the design of questionnaires as the research basis, and uses Analysis of Moment Structure (AMOS) to construct structural equation model to conduct a validating factor analysis. It was found that the hypotheses proposed from the three subjects of business, customers themselves and logistics are all basically valid, and all three have a positive impact on loyalty. Ecommerce businesses should improve the service quality of their stores, ensure that their products can meet the needs of most customers, and build a good brand image, and should also carefully choose logistics companies that are reliable and new to customers to cooperate with.