A Study Of The Relationship Between B2C E-commerce’s Experience Marketing And Customer Loyalty

With the rapid development of internet technology, economic patterns are put onto a new level. On the same time, there are many new business models, and e-commerce is one of them. E-commerce combines commercial activities and internet technology, and provides people with a convenient sale and purchase method, attracting more and more people to join this fashion action. The B2C market has developed rapidly in recent years and its prospects are very attractive, attracting more and more competitors to enter the market. B2C e-commerce enterprises facing so fierce competition, how to maintain and increase existing customer loyalty has become one of their problems to be solved.Additionally, with the improvement of Chinese living standards, consumers didn’t satisfied with the price and function of the products themselves any longer, but they began to focus on the comfort brought by the shopping environment, the interesting brought by the shopping process and the pleasure brought by the purchased products and so on. In short, they do some shopping to make their own emotions satisfied. Thus, experience marketing as a tool to explore customers’emotions has begun to be used by many enterprises and shown impressive results. In view of this, the B2C e-commerce enterprises under the fierce competitive environment also want to use experience marketing to improve customer loyalty. For this reason, doing some studies on the relationship between experience marketing and customer loyalty in the B2C e-commerce environment is significant.This study mainly carries on the elaboration from the following three aspects. Firstly, the paper summarizes these existing theories both at home and abroad including experience marketing theory, customer perceived value theory, customer satisfaction theory and customer loyalty theory, and presented theoretical models and assumptions according to the theoretical results. Secondly, the paper does study design and survey questionnaire. On the basis of theoretical studies, the paper designs survey questionnaire, determines the final questionnaire by conducting pre-test, and collects data. Finally, using SPSS19.0statistical software for empirical analysis, the paper comes to the following conclusions:B2C experiential marketing has a significant and positive impact on both customer perceived value and customer satisfaction; B2C experiential marketing has a direct and positive influence on customer loyalty; customer perceived value and customer satisfaction play a partial intermediary role between B2C experiential marketing and customer loyalty; effects of monthly income, online shopping history and product category often bought don’t have much difference in each variable; effects of gender, age, education, occupation, net age and average hours daily spent online have some difference in each variable.Based on the study of the relationship between B2C experiential marketing and customer loyalty, the paper not only enriches the related theories, but also presents how to carry out a variety of experiential marketing activities to improve customer perceived value and customer satisfaction, thereby enhance customer loyalty. The study has realistic significances to B2C e-commerce carrying out experience marketing activities.