Based On Current Experience Of Online Store Loyalty Factors

With the rapid development of e-commerce and online shopping, the importance ofestablishing and maintaining customer loyalty online has been gradually concerned inpractice, the user experience has become an important factor in determining customerloyalty because of the particularity of online shopping environment. As the highest formof user experience, flow experience has gradually been applied to the study of onlineconsumer behavior in recent years, but these studies rarely combined flow experiencewith customer loyalty. Therefore, this article applied flow theory in the study ofcustomer loyalty, established the model based on literature research, collected relevantdata through questionnaires, analyzed data using SPSS software, verified therelationship between the relevant variables, and reached the following conclusions:product and service quality, website image, website response speed and easy websitenavigation has a positive impact on flow experience, flow experience has a positiveimpact on customer loyalty. Finally, the paper put forward marketing suggestions fore-shop based on research conclusions, namely: improving the quality of services andproducts to strengthen the website construction, which not only enriches the theory ofcustomer loyalty, but also has certain significance for future operation.