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B2C B2CB2CB2CB2C~-B2C 1-B2C-B2C-B2C-2B2CB2C3B2C-B2C-B2C4B2C345B2CB2CB2C- AbstractWiththerapiddevelopmentandwidespreadapplicationoftheinternet,thee-commerceenterpriseshavesprungup.Basedonavarietyofemergingbusinessmodelofnetworktechnology,experiencehasbeenthelinktodelivervaluetocustomersandispromotingarevolutionasthecoreforpushingforcustomerexperienceandthentocustomerloyalty. Underthebackgroundofabuyer'smarketorientationandB2Cmodels,lifestyleandconsumptionconcepthasundergoneaqualitativechange.Thefocusshiftedfromsimpleconsumergoodstorealizethevalueinuseofemotionalsatisfaction.Thecustomersconcernsiftheycanfindtheemotionattributiongetrespectandself-actualizationintheirconsumption.Thecompetitionamonge-commercecompanieshasturnedtotheexperiencecompetitionfromtangibleproductsandintangibleservicesintotheconsumermindfeelingandjoyfulexperience.Meanwhile,thehomogenizationphenomenonbetweene-commerceserviceshasbeenincreasingmoreandmore.Thedifferenceofpricesandqualityofcommodityhasbeengettingsmallerandsmaller.Thescopeofthecustomerexperiencehasalsobeenexpandedfromproducttoproduct-centrictheentireserviceprocessexperience.Buyer'smarketorientationandB2Cmodelssimultaneouslyattractedmanytraditionalenterprisestransformingtoe-commerceenterprises,butalsosparkedwidespreadconcernintheindustry.Therefore,theeffectivediscoveryandmanagementtopersonalitytraitsofcustomerresource,improvingcustomerexperienceandcustomerloyalty,creatingexperientialvaluewillbecometheenterprise'scorestrategyandthekeytoenhancethecorecompetitiveness.Buyer'smarketorientationandB2Cmodelisindividualanduniqueexperiencebetweentheenterprisesandcustomersinaparticularinteractionandthemainvaluetendencyfromcustomerexperiencetocustomerloyalty.Positivecustomerexperiencecannotonlyachievethecommongoaloftheorganizationandcustomers,butalsohelptoenhancecustomerloyalty.Therefore,underthebackgroundofB2Cmodelandbasedontheinteractionofthewholeprocessperspective,researchingbusiness-customerinteractionbetweenthecustomerexperienceandcustomerloyaltyimpactmechanismforthepromotionofthecustomerexperiencetoimprovecustomerloyaltyevolutionarytheoryisimportantforsustainabledevelopmentande-commercetheoreticalsignificanceandpracticalvalue. Thebasicobjectiveofthisdissertationis:StartingwithB2Ce-commercebusiness-customerinteractiontothecustomerexperienceandcustomerloyalty,researchthemainfactorsaffectiontheprocessofinteractionofthecustomerexperienceandcustomerloyalty.Basedone-commercebusiness-customerinteractionperspectiveofthewholeprocessbetweensensoryexperiences,emotionalexperienceandconfidence,buildathreedimensionalframeworkofB2Ce-commercecustomerexperienceandbuildaconceptualmodeloftheimpactoncustomerexperience.Basedoncustomersatisfactionmodels,buildaconceptualmodeloftheimpactofcustomerloyalty.Accordingtoempiricaltestontheproposedconceptualmodelandtheoreticalassumptions,proposestrategiestoenhancethecustomerexperienceandcustomerloyalty.Themaincontributionofthisdissertationhasthefollowingaspects:(1)Analysisonthecurrentresearchamonge-commercebusiness-customerinteractionandproposeadefinitionofB2Ce-commercebusiness-customerinteractionunderthebackgroundofnewgenerationofB2Ce-commerce.Summarizeandresearchthemulti-anglebasedfactorsamongB2Ce-commercebusiness-customerinteraction.Byexploratoryfactoranalysis,verifyandextractthevariousdimensionsandvariousfactorsproposedbythenewB2Ce-commercebusiness-customerinteraction.(2)ExploretheelementsoftheprocessperspectivebasedB2Ce-commercecustomerexperience.BuildthetheoreticalsystemofB2Ce-commercethreedimensionsofcustomerexperiencefromsensoryexperiences,emotionalexperienceandconfidencetoexperience.(3)ConstructtheconceptualmodelofB2Ce-commercebusinesses-customerinteractionsaffectingthecustomerexperience.ProposetheoreticalassumptionsfromtheB2Ce-commercebusinesses-customerinteractionbetweenfunctionality,informativity,responsibilityandautonomytoB2Ce-commercecustomerexperience.Makeempiricaltestforproposedconceptmodelandtheoreticalassumptions.(4)Absorbandlearntheresearchresultsofcustomersatisfactionandcustomerloyalty.BuildconceptmodelofB2Ce-commercecustomerexperienceimpactingonthecustomerloyaltyandpropsethreetheoreticalassumptions,.Makeempiricaltestforproposedconceptualmodelandtheoreticalassumptions. Conclusionsof(3)and(4)werebasedonaquantitativeanalysisoflargeamountsofdataandscientificmeasurement.Theycanimprovethescientificnatureofthestudyandconclusionscredibility.(5)BasedonanalysisonthecustomerpermittioninteractionandthechallengesfacingtheB2Ce-commerce,optimizationframeworkofB2Ce-commercecustomerpermittioninteractionmechanismandimprovementstrategieshavebeenproposed.KeyWordsB2Ce-commercebusiness-customerinteractioncustomersatisfactioncustomerloyaltypermissionmarketing 1 ........................................................................................................... 1 1.1 .......................................................................... 1 1.1.1 ............................................................................................... 1 1.1.2