B2C电子商务中情感因素与顾客满意及购买行为的关系

随着E时代的到来，B2C模式已成为一主流营销方式。在电子商务市场中，顾客满意对营销有着重要的作用，而在该市场模式中，无形的情感因素能够影响顾客认知，从而直接影响顾客满意度。本文在B2C的市场模式下，通过对情感因素与顾客满意及购买行为之间的关系的分析，得出以下结论：正面积极的情感因素能产生较高的顾客满意度，反之，则顾客满意度较低。顾客满意会影响其购买行为，高的满意度甚至激发多次购买行为，反之，购买行为将只产生一次，甚至中断或产生投诉。

Relationship of Affective Factors,Customers Satisfaction and Purchase Behavior in B2C E-commerce

With the e-times coming,B2C has been an important way of sales.In the electronic commerce market,the customers satisfaction plays a vital role in sales.But in such market model, intangible af ective factors can influence the customer perceive and the customers satisfaction.By analyzing the relationship of affective factors ,customers satisfaction and the purchase behavior, under B2C market model, this paper reaches the following conclusion：the positive emotion can get more satisfaction from customers,vice versa. The customers’satisfaction can affect the purchase behavior. Higher satisfaction degree can produce several purchases,otherwise,the purchase wil be only one, and even the only one won’t be successful.