本文主要探讨了B2C模式下网络互动交流和顾客忠诚的关系。问卷调查和实证研究结果表明,网络互动交流的程度越高,顾客的满意度也越高,顾客忠诚度也随之提高。进一步的数据分析表明,双向性对态度忠诚影响较大,而有用性对行为忠诚影响较大。因此在网络经济时代,商家应注重提供合适消费者的产品,并提高与消费者的沟通能力。 This article mainly discusses the relationship between B2C network interaction and customer loyalty. The results of questionnaires and empirical studies show that the higher the level of network interaction and interaction, the higher the customer satisfaction and the higher customer loyalty. Further data analysis shows that bidirectionality has a greater impact on attitude loyalty and usefulness has a greater impact on behavior loyalty. Therefore, in the era of network economy, businesses should pay attention to providing suitable consumer products and improve their ability to communicate with consumers.