Study On The Influence Of Shopping Website Customer Experience On Website Brand Loyalty Based On Website Brand Attitude

With the rapid growth of the Chinese electronic commerce in recent years, to build website brand equity is a hot topic, which covers two popular areas:online marketing and brand marketing. It is wildly recognized that online consumption environment and the characteristics of online consumer behavior has a great influence on online purchase behavior, which make brand plays a more important role in online condition. Brand loyalty is a vital important factor in brand equity, and its impact became more severe when we mentioned to mature brand. Before the change of brand loyalty, brand attitude, which will be influenced by the customer experience, usually changed ahead.Based on formal literatures, we conclude that sense experience, feel experience, think experience, act experience and relate experience factors are usually influence customer attitude, purchase intent and purchase behavior. There are4components in my research model:independent factor customer experience of shopping website, mediating factor website brand attitude, dependent factor website brand loyalty, and moderate factor price orientation.Research has received250questionnaires to process statistic analysis including description analysis, reliability and validity analysis, regression analysis, and ANOVA.Empirical results show that:the shopping website customer experience has a significant positive effect on website brand loyalty and brand attitude. There are significant positive influence website brand attitude on website brand loyalty. The shopping website customer experiential affects on website brand loyalty through the website brand attitude as the intermediary variables to achieve. Relationship between the price oriented to the customer experience and website brand loyalty plays a partial role. This study is an innovation of customer experience theory under the Internet environment, and it’s also a useful complement for the studies of the impact of customer experience on website brand loyalty. The result of this research will have a meaning to guide the build of website brand loyalty.