Based On The Network Shopping Website Perspective Customer Experiencr To Research The Influence Of Customer Loyalty

With the rapid development of network technology, the social information and transparent gradually improve, the network has been widely applied to social life and has profound influence to consumer consumption concept and pattern at the domestic and global.Mean while shopping online has tremendous impact on people’s life though it has not been amazing any more. As the new arrival of the era of experience economy, People gradually take the attention from the product and service to the front-back overall perception experience. On the competition between numerous E-business enterprises, how could they stand out? Greater value of service perception should be created so that customers get satisfaction then improve their perceived value and have confidence in the brand of the shopping website. Domestic research on customers’experience and loyalty to shopping website is still at the preliminary stage in the shopping online environment. Therefore, from this perspective, this study has theoretical and realistic significance on exploring the influence of customer experience on customer loyalty in the network shopping environment.This study reviews relevant research literature at home and abroad, then interview with experts in the field of E-commerce at our school as well as consumers with online shopping experience in-depth. At last, we established the mechanism of action between customer experience and brand trust to customer loyalty with network shopping under the environment of network shopping. So we develop the basic model for theory is constructed and by analyzing small sample dates, this model is amend twice. Finally, through a random intercept investigation in Bengb、Hangzhou cities and an online survey.300questionnaires were distributed in total and217valid samples were obtained, which were use for date analysis of background variables and hypothesis model tests. The survey subject is mainly college students and postgraduate as well as parts of office staff.Empirical results showed as follow:first, customer experience has a positive and direct impact on brand trust and customer loyalty based on the perspective of the network shopping website.Second, brand trust directly effect customer loyalty。 Third, brand trust plays an intermediary role with indirect impact on customer loyalty. At last, advisable recommendations are proposed to B2C management. At the end, personal opinion as per to the shortage of this study and possible research direction in the future are put forward.