A Study Of Customer Experience’s Effect On Customer Loyalty Of B2C Electronic Commerce

With the continuous improvement of people’s living standards, consumer demand is also raised to a new height level. After the phase of the agricultural economy, industrial economy and service economy, the experience economy has become the fourth development stage. The Internet is used in all areas of people’s lives. Especially for e-commerce industry, which rely on the platform of network, affect people’s lives deeply. In recent years, with e-commerce market developing rapidly, competition between electronic commerce enterprises become more and more fiercely, especially for the B2C e-commerce businesses. The traditional means of marketing has been unable to meet the needs of customers, how to improve customer experience has become a key factor for B2C e-commerce businesses to win customer loyalty. Therefore, it is necessary to explore how customer experience affecting customer loyalty, which has important theoretical and practical significance. In this study, i want to answer few questions on the base of former research:how many dimensions does B2C customer experience include? How does customer experience influence customer loyalty? Does consumer demographic characteristics and network experience take effect between customer experience and customer loyalty?This study is divided into three steps:First of all, on the basis of reviewing relevant research literature at home and abroad, combining the characteristics of research subjects, a model is constructed, studying the impact of customer experience website customer loyalty. In addition, as intermediate variable, customer satisfaction and trust are also be set in the model, which makes further theoretical derivation. Followed by a questionnaire survey, combining former research and the results of a few in-depth interviews designed the initial questionnaire, and modified it by the result of pre-testing, to form the final questionnaire. After that, i conducted a survey for the consumers with online shopping experience in recent year. Finally, through investigated online shopping consumers, a totality of207valid samples were obtained, which were used for data analysis and hypothesis model tests by spss17.The empirical results show that:B2C customers experience has significant positive impact on customer satisfaction and customer trust of shopping website and indirect impact on website customer loyalty. Customer satisfaction has significant impact on customer trust. Consumer demographic characteristics and network experience have different impact between the variables. The empirical results basically verify the assumptions of this study.Through the establishment of the conceptual model of the B2C customer experience affecting customer loyalty, this study explore the way to improve customer loyalty by customer satisfaction and trust, which can be improved by customer experience. This study not only enriched the theory of customer loyalty, but also make us clear understand the importance of B2C e-commerce customer experience. Last but not the least, this study gives some suggestion to B2C e-commerce enterprise, thus promoting the development of China’s online shopping market.