B2C网站顾客购物体验与顾客忠诚关系研究——基于整体网络产品的视角

随着互联网发展日益完善，人们逐渐将注意力从产品和服务的质量转移至体验上。文章结合整体网络产品理论，从初始产品用户体验、信息产品用户体验和产品平台用户体验这三个层面来理鳃B2C网站的购物体验。并以顾客忠诚的影响机制为出发点，探讨了体验与忠诚的关系，提出了本研究的模型和假设。通过问卷调查的方法得出了以下结论：（1）B2C网站购物体验对态度忠诚有正向影响；（2）B2C网站购物体验对行为忠诚部分有正向影响；（3）态度忠诚对行为忠诚有显著的正向影响；（4）认知需求在B2C网站购物体验影响态度忠诚、行为忠诚中调节效果不显著。

A Research on the Relationship Between Customer Shopping Experience and Customer Loyalty in B2C Websites --In the Perspective of Whole E-Product

With the rapid development of the Internet, people start to focus on the experience other than the quality of products and services. Based on the whole e-product model and its related researches, this study expects to explain and discuss user experience in three aspects-basic product experience, information prod- uct experience and platform product experience, combined with the characteristic of B2C websites. Then this study raises a theoretical model and hypotheses to research the relationship between online shopping experience in B2C websites and customer loyalty. Through a questionnaire survey method reached the fol- lowing conclusions： （1）The online shopping experience in B2C websites has a significant effect on attitudi- nal loyalty; （2） Part of online shopping experience in B2C websites has significant effect on behavioral loy- alty; （3） Attitudinal loyalty has significant effect on behavioral loyalty; （4） The moderating effect of need for cognition isn＇t as significant as expected.