Customer' Loyalty Forming Mechanism of O2O E-Commerce
Jin Zhang

Abstract
The rise and development of O2O e-commerce has brought new opportunities for the enterprise, and also proposed the new challenge to the traditional electronic commerce. The formation process of customer loyalty of O2O e-commerce environment is a complex psychological process. This paper will combine the characteristics of O2O e-commerce, customer's consumer psychology and consumer behavior characteristics to build customer loyalty formation mechanism model which based on the theory of reasoned action model. The related factors of the model including the customer perceived value, customer satisfaction, customer trust and customer switching costs. By exploring the factors affecting customer’ loyalty of O2O e-commerce can provide reference and basis for enterprises to develop e-commerce and better for O2O e-commerce enterprises to develop marketing strategy and enhance customer loyalty. At the end of this paper will also put forward some targeted suggestions for O2O e-commerce enterprises.

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