The Empirical Research On The Influence Of Customer Experience On Brand Loyalty Of Shopping Website

In recent years e-commerce has gained great development and online experiential marketing is becoming increasingly prominent in our country. Website operators are gradually awareness of the importance of e-tailing brands. The domestic study of website brand loyalty is in full swing at present, but the research into online experience consumption is just emerging and lack of in-depth research of customer experience and website brand under internet environment. Therefore, it has theoretical and practical significance to explore the mechanism of customer experience influencing website brand loyalty of shopping website.First of all, this study reviews relevant research literature at home and abroad. Then results of a few in-depth interviews with experts in the field of e-commerce as well as consumers with online shopping experience are presented. Based on previous findings, a model is constructed, studying the impact of customer experience on website brand loyalty. By analyzing relevant literature, we develop measurement scales of each variable combined with currently e-tailing development in our country. Reliability and validity tests show that measurement scales are applicable to consumer in China. Finally, through a random intercept investigation downtown area in Changsha and an online survey, a totality of 264 questionnaires were distributed, and 203 valid samples were obtained, which were used for data analysis of background variables and hypothesis model tests.The empirical results are as follow. First, customer experience has significant direct impact on brand affect and brand trust of shopping website and an indirect impact on website brand loyalty through brand trust. Second, brand affect has significant impact on brand trust. Third, convenience orientation moderates the relationship between customer experience and brand affect, but it can't moderate the relationship between customer experience and brand trust. Finally, economic orientation can't moderate both. On this basis, corresponding management recommendations are put forward.The innovation of this study is mainly reflected in: (1) Innovation of theoretical model. The study of Chaudhuri and Holbrook in 2001 showed that brand affect and brand trust play decisive roles in the influential factors of brand loyalty. On the basis of this model, this study introduces customer experience as antecedent variable, using customer experience as a starting point for the first time to explore the relationship among customer experience and brand affect, brand trust and brand loyalty. (2) This study supplements and develops the strategic experiential modules theory. The study applies this theory into the research of customer experience of shopping site and introduces the scale of experience to online shopping research. It 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 and website brand equity.