A Research On The Relationship Between Customer Shopping Experience And Customer Loyalty In B2C Websites

With the rapid development of the Internet and especially the further popularization of mobile-Internet, online shopping has become an indispensable part of people’s daily lives. And with the arrival of era of experience economy, people start to focus on the experience other than the quality of products and services. The e-business enterprises could leave customers deeper impressions about their products and services and add to customer value largely through good experience.Paul May (2000) referred in his book "The business of E-Commerce—From Corporate Strategy to Technology" that for e-business customer loyalty is the key to success. Based on the whole e-product model and its related researches, this paper mainly aims to discuss the relationship between user experience and customer loyalty in the perspective of whole e-product. Specifically, this paper expects to explain and discuss user experience in three aspects—basic product experience, information product experience and platform product experience, combined with the characteristic of B2C websites.This paper includes three parts. First, literature reviews on the whole e-product, user experience, customer experience, customer loyalty, etc. In this part, the paper defines the background of this research based on the characteristic of B2C websites and raises the idea to discuss the online shopping experience in three aspescts. Second, this paper raises a theoretical model and hypotheses to research the relationship between online shopping experience in B2C websites and customer loyalty. After referring to some scales and doing corresponding modifications, the author designs a questionnaire which might fit this research better. The hypothesized model is validated empirically using290valid samples by questionnaire and online survey, using SPPS20.0and AMOS17.0softwares. And the research conclusions are as follows:The online shopping experience in B2C websites has a significant effect on attitudinal loyalty. Specifically, basic product experience, information product experience and platform product experience all have significant effect on attitudinal loyalty. Part of online shopping experience in B2C websites has significant effect on behavioral loyalty. Only basic product experience and platform product experience have significant effect on behavioral loyalty. The reason might be the adequate but not efficient enough information the websites provide. Attitudinal loyalty has significant effect on behavioral loyalty. But the moderating effect of need for cognition isn’t as significant as expected. The reasons might be the modification of the questionnaire, the characteristics of the sample and the length of the questionnaire, which is also the inadequacy of this research.Finally, on the basis of the data analysis, this paper raises some advices for practice. The competition nowadays is so fierce that the e-business enterprises are struggling for new business modes to survive all the time. This research claims that the e-business might as well switch their focus to the product and services they already have and understand customer’s needs better, so that they can provide customers with fantastic online shopping experience from several aspects. By doing this, the enterprises could add to more value and at the same time improve their core competitiveness. The segmentation of customer shopping experience could provide enterprises with more thinking and ideas in differentiation competition.