A Study Of Customer Experience's Effect On Customer Loyalty Under E-Commerce Environment

With the development of Internet information technology,e-commerce has entered a stage of rapid development.In the new development stage,e-commerce businesses have been unable to meet the demand of changing consumption if they adopt traditional marketing means.In particular,the coming of the era of experience economy,the comfortable experience of shopping has become a new consumer demand.At the same time,the customer experience has also become an effective means to cultivate loyal customers for e-commerce businesses.Therefore,the analysis of the impact of customer experience on customer loyalty in e-commerce environment has a certain theoretical and practical significance.In this paper,customer experience and customer loyalty are regarded as the main research variables,customer perceived value and customer satisfaction are regarded as mediator variables,and the attractiveness of the alternative(the ability of the brick-and-mortar retailer to provide experience)is regarded as the moderator variables.Through empirical analysis,we find out the influence mechanism and influence path of customer experience on customer loyalty under e-commerce environment.The paper takes the consumers who have recently experienced online shopping as the research object,and collects 312 valid questionnaires.Then,we use SPSS and AMOS statistical software to do empirical tests.The conclusion is as follows:(1)Customer experience has a significant positive impact on customer loyalty under e-commerce environment.Specifically,sensory experience,emotional experience,interactive experience,functional experience and experience of trust have a significant positive impact on customer loyalty.(2)Customer experience has a significant positive impact on customer satisfaction under e-commerce environment,and the part of customer experience have a significant positive impact on customer satisfaction under e-commerce environment.(3)Customer perceived value plays an intermediary role between customer experience and customer loyalty,and customer satisfaction plays an intermediary role between customer experience and customer loyalty,in other words,the intermediary role of customer perceived value and customer satisfaction is verified.(4)The attractiveness of the alternative plays a moderating role between customer experience and customer loyalty,in other words,the moderating role of the attractiveness of the alternatives is verified.The conclusions not only enrich the research of customer experience under e-commerce environment,but also enrich the mechanism of the relationship between customer experience and customer loyalty under the e-commerce environment.The conclusions provide a theoretical guidance for e-commerce businesses to carry out marketing activities,suggest e-commerce businesses enhance the visual effect,build relationships,optimize the operation process and improve the quality of communication to meet customer demand experience,but also suggest that e-commerce businesses develop offline store to enhance customer experience and reduce the threat of brick-and-mortar retailer.