Research On The Impact Of Customers’ Experience On Customers’ Loyalty In Mobile Social Commerce

Therefore,mobile social,which is based on mobile Internet technology,has become an extension and expansion of traditional e-commerce.Compared with traditional e-commerce,it has a more extensive and strong user base and the characteristics of convenience,mobility and uniqueness.By virtue of these advantages in the new blue sea to show the development potential can’t be underestimated.This paper mainly uses the method of literature research and structural equation model to study the influence of customer experience on customer loyalty from the perspective of mobile social commerce.Firstly,this paper systematically combs the theories of stimulus-organism-response model,social support,social presence,flow experience and customer loyalty,and points out how to provide better customer experience to improve customer loyalty based on mobile social commerce environment,which stands out in the fierce competition.Secondly,this paper analyzes the influencing factors of technical characteristics,customer experience and customer loyalty in mobile social business,and constructs the research model and put forward the research hypothesis through the design scale and send the questionnaire to collect data,and then use SPSS21.0 and AMOS21.0statistical software for empirical analysis.Finally,the next conclusions are drawn:(1)The technical support has a significant positive impact on social support and social presence experience,social support and social presence experience have a significant positive impact on the flow experience;(2)The flow experience has a significant positive impact on the attitude loyalty and behavioral loyalty;(3)social support and social presence experience have indirectly impact on customer loyalty through the flow experience.In the environment of intense competition and homogenization of mobile social commerce platform,this paper enriches the content and perspective of mobile application technology,which has certain theoretical significance.According to the conclusion of this paper,it has practical significance to the management of mobile social business platform operators.It is helpful to mobile social business operators to improve their platform and enhance the mobile social business platform features,quality,service and provide customers with better service and experience,so as to promote customer loyalty.At the same time,the article also explains the limitations ofthis study and prospects for future research.