CUSTOMERS’ BRAND LOYALTY OF MOBILE SHOPPING APPLICATIONS IN SHANGHAI CHINA

Abstract

With the fast growth of mobile commerce, more and more retailers are managing to develop its own shopping applications so that make the m commerce competition more intensively. According to statistics, t here are around 80% of online sales were generated from mobile shopping applications in China and the trend is projected to grow continuously in the future.

Retaining customers and attract new customers have been the important factors to keep the shopping applications well utilization. Furthermore, customers’ brand loyalty on different shopping applications is the key to retain customers and attract new customers, and it can greatl y affect the profits and sustainable development for a company.

Therefore, this paper is aimed to study the customers’ brand loyalty towards mobile shopping applications in Shanghai China and constructed four proposed independent variables of UI Design, Quality of Product, Efficiency of Logistics and Price Sensitivity to investigate this study.