IEEE - Institute of Electrical and Electronics Engineers, Inc. - Research on Customer Loyalty of B2C E-commerce Based on Structural Equation Modeling

2010 International Conference on E-Business and E-Government (ICEE)

Author(s): Jianfu Chen ; Gongmin Zhao ; Ying Yan
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 May 2010
Conference Location: Guangzhou, China, China
Conference Date: 7 May 2010
Page(s): 2,245 - 2,248
ISBN (CD): 978-0-7695-3997-3
ISBN (Electronic): 978-1-4244-6647-4
DOI: 10.1109/ICEE.2010.567
Regular:

This paper studied customer loyalty of B2C E-commerce by testing the hypotheses on six latent variables using the structural equation modeling method. Perceived value is discovered which it has no... View More

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