원문정보
초록
영어
With the rapid development of internet and information technology, adopting internet platform will provide new advantage for companies, especially for sporting goods business. In recent years, most sports enterprises build their own online sales platform, enhance customer loyalty and improve its competitive advantages by using efficient B2C distribution platform. In this paper, we make empirical analysis of the factors that will affect the brand loyalty, the result shows that: (1) from the correlation analysis, the platform trust and platform satisfaction has a significant correlation with the brand loyalty; (2) from the regress analysis, the coefficient is -0.865, t is 3.801 and Sig. is 0, the result shows that platform satisfaction has significant positive effect on platform loyalty. On this basis, we put forward the related suggestions to improve the network marketing of sports commodity.
목차
1. Introduction
2. Literature Review
2.1 B2C E-Commerce Platform
2.2 Theory of Brand Loyalty
3. Model Design and Variables
3.1 Variable Selection
3.2 Questionnaire and Statistics Analysis
4. Empirical Analysis
4.1 Reliability and Validity Test
4.2 Correlation Analysis
4.3 Regression Analysis
5. Conclusions
5.1 Improve the Online Website Construction of Sports Commodity Sales
5.2 Network Marketing Channel of Sports Commodity
5.3 Provide Personalized Service
5.4 Online Payment Security
References