Research On Influencing Factors Of Customer Loyalty In E-commerce Platform From The Perspective Of Heart Flow Experience

With the development of science and technology and the improvement of living standards,e-commerce platform shopping has entered a period of vigorous development,and e-commerce has occupied the online shopping market.E-commerce platform customers have some unsatisfactory shopping on the e-commerce platform.For example,compared to shopping in a physical store,online goods are virtual,resulting in e-commerce customers can not touch the goods,resulting in the loss of ecommerce platform customers.Therefore,in the face of various kinds of e-commerce platform competition,how to make users satisfied,maintain user loyalty,and maintain stickiness is particularly important.This paper's user loyalty refers to maintain user stickiness.The heart flow experience refers to the inner pleasure and enjoyment that occurs throughout the body when an individual is fully engaged in an activity.When consumers shop on e-commerce platforms,it is a sense of control,attention,neglect of time and pleasure.When people are in the state of heart flow experience,they will be extremely excited and will feel that time passes quickly.Research shows that there is a significant positive correlation between the experience of heart flow and customer loyalty of e-commerce platform.The user loyalty referred to maintain user stickiness in this article.Customer loyalty of e-commerce platform which is user stickiness is a valuable asset of the company.They can make a significant contribution to the performance of the enterprise.Therefore,this article will conduct research on customers on the e-commerce platform,so that it is easy to know how the emotional and cognitive responses of e-commerce platform customers affect the e-commerce platform customer loyalty.According to the 2-8 principle,20% of the company's loyal customers create 80% of the company's profits.It is the goal and lifeline of e-commerce platform companies to attract valuable customers to purchase and maintain customer loyalty,thus improving the performance of e-commerce platform companies.In this study,a large B2 C e-commerce platform,Tmall,was used as an example.Using questionnaires and data analysis and empirical methods,280 e-commerce platform customers who used Tmall were investigated for their repeated purchase behavior intentions,and SPSS statistical analysis software was used.And 245 original questionnaires were processed and analyzed by AMOS structural equation software.From the perspective of heart flow experience,there are many factors influencing the customer loyalty of e-commerce platform.Based on the predecessor literature,this paper studies the influencing factors affecting customer loyalty of e-commerce platform.The influencing factors of the heart flow experience in this paper include website design,product features,network security,comprehensive services,online store reputation,analysis of the specific impact of five factors on the e-commerce platform customer experience.It also analyses the specific influence of five factors on customer's heartflow experience of e-commerce platform and studies the relationship between customer's heart-flow experience and customer loyalty,so as to determine the factors affecting customer's loyalty of e-commerce platform.The research results verify the reasonableness of the conceptual model.This paper draws the following conclusions: In addition to product features and network security have no impact on the heartbeat experience,other factors including website design,comprehensive services,and online store reputation are positively related to the heart flow experience,and the heart flow experience and customer loyalty are positive.Related.E-commerce platform sticky customers are the company's valuable assets,they can make a significant contribution to corporate performance,so how to maintain the e-commerce platform customer stickiness is the core issue of customer management.In this paper,word-of-mouth publicity,consumers' willingness to purchase will be used to measure the customer loyalty of e-commerce platform enterprises,and then consider the e-commerce platform to maintain customer loyalty from the perspective of e-commerce platform enterprises and businesses.