Analysis of the Impact of Marketing Strategies on Customer Loyalty in a B2C E-Commerce Environment - Mediated by Customer Perceived Value

Abstract

With the gradual popularization of the Internet and the increasing demand for online shopping. How to enhance the competitiveness of B2C shopping platforms and gain customer loyalty has become the pursuit of all enterprise shopping platforms. Carry out six-dimensional analysis of marketing strategy, think analysis of customer perceived value, establish a conceptual model of the influence of marketing strategy on customer loyalty-take customer perceived value as an intermediary, put forward relevant influence analysis hypotheses, obtain research data through questionnaires, and use structural equation model carries out relevant path analysis, verifies relevant influential hypotheses, and verifies the direct and indirect influence of marketing strategies on customer loyalty.