在虚拟和高选择度的环境中得到顾客的忠诚,是网店经营的生命线。众所周知,忠诚的顾客能为企业带来丰厚的利润,帮助企业获得竞争优势。而在网络营销中,由于缺乏传统环境中那种真实的实体接触,顾客会因此感知到很高的风险;同时,同类型网上商店的复制速度极快,这使 Customer loyalty in the virtual and highly selective environment, is the lifeblood of online shop management. As we all know, loyal customers can bring huge profits to the enterprise and help them gain a competitive advantage. In online marketing, customers are therefore at high risk because of the lack of real physical contact in the traditional environment; at the same time, the same type of online store is extremely fast-paced,