Research On The Relationship Between User Experience, Customer Trust And Customer Loyalty In Group Buying Websites

In recent years,with the rapid development of e-commerce in China and the growing popularity of consumer awareness,group buying market has been rapid development.In thefierce competition,if group buying website wants to improve its core competitiveness,the key factor is to increase customer trust and loyalty.At the same time? with the rise of the experience economy,people's attention is also changing,from the previous focus on products and services to now pay more attention to the perception of the consumer process.As the lifeblood of the group buying site,user experience has become an important means to retain old customers and develop new customers.Therefore,research on the relationship among customer experience,customer trust and customer loyalty,cannot only conducive to enrich the theoretical study of the user experience,more important is to provide guidance for the rapid development of group purchasewebsite,cultivate customer trust,effectively maintain old customers,develop new customers.Based on the domestic and international literature review and combined with the combination of online and offline website features,user experience is extended from online to offline from the perspective of overall user experience,and the mechanism of the relationship between the group purchase website user experience,customer trust and customer loyalty is established..On this basis,the questionnaire was designed.And the survey is in South of Jiangsu(Suzhou,Wuxi,Changzhou)in the past year to buy a service product,and go to the Offline storeto enjoy.The reliability and validity of the questionnaire were analyzed by the pre investigation.Then the final questionnaire was determined and the questionnaire was sent out by the software.The results show that: the group purchase website user experience have significant positive influence on customer trust and customer loyalty.Among them,the pre consumption experience,the core consumer experience and the post consumption experience are positively related to customer trust,and the pre consumption experience,the purchase experience and the post consumption experience are positively related to customer loyalty.The empirical results also show that customer trust plays a partial mediating role between user experience and customerloyalty.In addition,occupation,age,the average daily online time,group purchase history little effects on each research variables,but the effects of gender,age,education level,monthly income of each research variables are different.Finally,according to the research results,this paper puts forward some suggestions on how to improve the user experience perception.