Abstract

With the rapid development and popularity of network technology, competition in e-commerce market becomes increasingly fierce. Competitive advantages are only obtained by those who win customers with true loyalty. We conducted a fieldwork in customers involved in e-commerce (N = 1008). Via SEM analysis, the authors attempt to explore the inherent mechanisms on the formation of e-commerce customer loyalty and reveal the deep-seated reasons for companies' dilemma caused by price promotion strategy. This study also provides useful suggestion for managers in charge of customer win-back management in e-commerce industry.

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