| Online shopping has become a way of life of the people, and its permeability of high degree brings a direct impact on the traditional consumption patterns. Appearing with the development of online shopping, online group-buying is a new shopping and consumption patterns, so in many ways it is not very mature. Experiential marketing is a new way of marketing in the socio-economic and online shopping development. This paper takes the Internet as environment and takes experiential marketing as a means to study the influencing factors of customer loyalty to online group-buying.Paper makes theoretical exposition of Experiential Marketing and customer loyalty firstly, then applys these theories to online group-buying, the network of experiential marketing buy generalizes four elements of online group-buying by Experiential Marketing:products, services, interactive experience and promise after learning the achievements from their predecessors. On this basis, customer loyalty model of online group-buying by experiential marketing is built. Subsequently empirical research is held in the form of a questionnaire, regression analysis and correlation analysis method are used to analyze the data collected, the original proposed model is tested and that the relationship between interactive experience and customer value of the regression relationship is not significant.After a series of theoretical and data analysis, the following conclusions are drawed:the elements of experiential marketing product, service and promise to customer value, customer satisfaction and website image have a significant positive effect; interactive experience with customer value does not exist a positive impact, with the customer satisfaction, website image exists a positive influence; customer value, customer satisfaction and website image have a significant effect on customer loyalty. Finally, marketing proposals about marketing patterns of online group-buying are put forward. |
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