Abstract
In order to enhance customer's brand loyalty of B2C website and improve customer's repeat purchase rate in the website, this research based on the perspective of customer's online shopping experience. To conclude the influencing factors of consumer's brand loyalty to B2C website: website experience, logistics experience, product experience and after-sales experience. Finally, corresponding countermeasures and suggestions are proposed to improve customer's experience and brand loyalty to B2C website. Such as enhance the responsiveness of website's services, strengthen website's sensory experience; improve the order processing speed and the logistics service quality; rich the product information of website, provide competitive products; improve the quality of after-sales service, shape excellent service brand. This paper's innovation is that Consumers' shopping experience was analyzed from the online experience to offline experience. Therefore, the conclusions can be applied to B2C website in some degree.
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