An Empirical Study on the Factors of Cyber Consumer Behavior

As a key antecedent driver of customer loyalty on the Internet, cyber customer behavior is a critical factor which needs to be paid attention to by all enterprises in the development of e-commerce. Previous research on effects of cyber customer behavior has been testified, including technology, service quality, and so on. This paper empirically tests the main effects on this behavior based on 6 dimensions. The result indicates that factor of consumers' trust and the security on the Internet are more important to improve cyber customer loyalty.