Reserch On The Priming Effect On Customer Satisfaction Of B2C From The Perpective Of User Experience

With the continuous development of Internet technology and online shopping patterns, the e-Business shows a good trend of development in our country. Chinese online retail market deal reached 2.86372 trillion in the year 2015 with a growth rate 45%, also an increasing trendency; Tianmao, Jingdong, Suning and Tesco,which ranks in first group of B2 C business, have already became important component of the national economy, these company mean online retail market grow rapidly in 2015. However, the advantages and disadvantages of service quality from B2 C website directly affect satisfaction and recognition of online shopping customer. As smaller distance between enterprises and customers,fully understanding the representative factors of customer satisfaction means great to improve the service quality for online businesses under the new internet situation.Based on the above, we focus on objective factors which a company can control, fully consider the users’ experience. Firstly,we combine MUG model to construct B2 C website hypothetical model of customer satisfaction research, get 35 index items. Then use single sample T-test and factor analysis to optimize the index entries, eventually established 32 indicators items B2 C website customer satisfaction factors will adjust the original five two indicators of ten two indicators, namely: website customized services, web technology, site structure, emotional service factor, attractiveness, content factors, evaluation and product information, promotional elements, convenience factor and personalization. For these indicators, the present study identified important initial index entries using entropy method.Secondly, we introduce the cluster analysis and the method for importance of customer requirements and differentiation classification based on Kano model to adjust the importance of the customer satisfaction index to the B2 C website. We get the Charm demand to enhance the B2 C purchase satisfaction effectively, such as commodity inquiry, promotion, shopping satisfaction, promotional information, unique product,picture-oriented,commodity price, Photo Gallery diversification,commodity-rich,the update rate of site content, reasonable site layout; and the essential demand which can substantially eliminate the B2 C shopping dissatisfaction include detailed description of goods, the message tips function and reasonable website information organization, Web site customer service, change or cancel the transaction, Privacy, payment platform.Finally, we introduce the priming effects and regard the emotion as the promoter factor to study the relationship between the detailed description of the goods and the customer satisfaction to the B2 C website under the situational experiment. From the result,we can find that the positive emotion can play a positive role on the satisfaction, and the negative emotion can take a negative role on the satisfaction. we also can learn that the satisfaction might be effected by the gender and the emotion.