Abstract Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers’ self-image; e-satisfaction by the customers’ value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy.

中文翻译：

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在电子商务中建立忠诚度：业务和客户特征的影响

摘要 了解、建立和预测电子商务中的客户忠诚度是长期盈利的关键活动。由于可能影响和推动电子忠诚度的商业组织和客户因素的复杂组合，成功开展这些活动具有挑战性。我们证明了商业因素，如可信度、电子满意度和网站知识，以及客户因素，如惯性、创新性和进取心，都会影响电子忠诚度。我们的分析表明，电子商务信誉受电子商务信誉及其与客户自我形象一致性的影响；客户对价值感知、关怀和选择的满意度；以及客户体验、参与和专业知识的现场知识。商业因素约占电子忠诚度和客户因素的解释变异的 75%。了解推动客户忠诚度的可控业务和不可控客户因素应该使电子商务零售商能够不断评估这些因素并在营销策略上做出适当的改变。