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 w hole 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 .%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解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。
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