Research On The Impact Of B2C E-commerce Business-customer Interaction On Customer Expeirence

With the rapid development and widespread application of the internet, thee-commerce enterprises have sprung up. Based on a variety of emerging businessmodel of network technology, experience has been the link to deliver value tocustomers and is promoting a revolution as the core for pushing for customerexperience and then to customer loyalty. Under the background of a buyer’s marketorientation and B2C models, lifestyle and consumption concept has undergone aqualitative change. The focus shifted from simple consumer goods to realize the valuein use of emotional satisfaction. The customers concerns if they can find the emotionattribution get respect and self-actualization in their consumption. The competitionamong e-commerce companies has turned to the experience competition from tangibleproducts and intangible services into the consumer mind feeling and joyful experience.Meanwhile, the homogenization phenomenon between e-commerce services has beenincreasing more and more. The difference of prices and quality of commodity hasbeen getting smaller and smaller. The scope of the customer experience has also beenexpanded from "product" to "product-centric the entire service process "experience.Buyer’s market orientation and B2C models simultaneously attracted manytraditional enterprises transforming to e-commerce enterprises, but also sparkedwidespread concern in the industry.Therefore, the effective discovery andmanagement to personality traits of customer resource, improving customerexperience and customer loyalty, creating experiential value will become theenterprise’s core strategy and the key to enhance the core competitiveness.Buyer’s market orientation and B2C model is individual and unique experiencebetween the enterprises and customers in a particular interaction and the main valuetendency from customer experience to customer loyalty.Positive customer experiencecan not only achieve the common goal of the organization and customers, but alsohelp to enhance customer loyalty. Therefore, under the background of B2C model andbased on the interaction of the whole process perspective, researching business-customer interaction between the customer experience and customer loyalty impactmechanism for the promotion of the customer experience to improve customer loyaltyevolutionary theory is important for sustainable development and e-commercetheoretical significance and practical value. The basic objective of this dissertation is: Starting with B2C e-commercebusiness-customer interaction to the customer experience and customer loyalty,research the main factors affection the process of interaction of the customerexperience and customer loyalty. Based on e-commerce business-customer interactionperspective of the whole process between sensory experiences, emotional experienceand confidence, build a three dimensional framework of B2C e-commerce customerexperience and build a conceptual model of the impact on customer experience. Basedon customer satisfaction models, build a conceptual model of the impact of customerloyalty. According to empirical test on the proposed conceptual model and theoreticalassumptions, propose strategies to enhance the customer experience and customerloyalty.The main contribution of this dissertation has the following aspects:(1) Analysis on the current research among e-commerce business-customerinteraction and propose a definition of B2C e-commerce business-customerinteraction under the background of new generation of B2C e-commerce. Summarizeand research the multi-angle based factors among B2C e-commercebusiness-customer interaction. By exploratory factor analysis, verify and extract thevarious dimensions and various factors proposed by the new B2C e-commercebusiness-customer interaction.(2) Explore the elements of the process perspective based B2C e-commercecustomer experience. Build the theoretical system of B2C e-commerce threedimensions of customer experience from sensory experiences, emotional experienceand confidence to experience.(3) Construct the conceptual model of B2C e-commerce businesses-customerinteractions affecting the customer experience. Propose theoretical assumptions fromthe B2C e-commerce businesses-customer interaction between functionality,informativity, responsibility and autonomy to B2C e-commerce customer experience.Make empirical test for proposed concept model and theoretical assumptions.(4) Absorb and learn the research results of customer satisfaction and customerloyalty. Build concept model of B2C e-commerce customer experience impacting onthe customer loyalty and propse three theoretical assumptions,. Make empirical testfor proposed conceptual model and theoretical assumptions. Conclusions of (3) and (4) were based on a quantitative analysis of large amountsof data and scientific measurement. They can improve the scientific nature of thestudy and conclusions credibility.(5) Based on analysis on the "customer permittion interaction" and the challengesfacing the B2C e-commerce, optimization framework of B2C e-commerce "customerpermittion interaction" mechanism and improvement strategies have been proposed.