External Stimuli, User Experience, and B2C E-commerce Customer Satisfaction: Theoretical Evolution, Localization Characteristics, and Future Prospects

Abstract

With the continuous increase in global internet penetration, B2C e-commerce has become a core component of global business activities. Customer satisfaction, as a key indicator for measuring the competitiveness of e-commerce platforms, has always been a focus of academic research and corporate practice due to its influence mechanism and improvement path. This paper adopts a systematic literature review approach following the PRISMA framework, selecting high-quality empirical studies published between 2014 and 2025. It systematically reviews the theoretical evolution of the relationship between external stimuli, user experience, and customer satisfaction in B2C e-commerce, constructs an integrated theoretical analysis framework, preliminarily analyzes the localization characteristics of South Asian and Southeast Asian regions, and looks forward to future research directions. The study finds that: at the theoretical level, the relationship has evolved from the application of single theories (TRA, TPB) to the construction of integrated models (UTAUT, multi-dimensional indicator system), with the dimensions of external stimuli becoming increasingly rich, and the mediating role of user experience being widely verified. Regarding localization characteristics, significant differences exist in the influence weight of external stimuli, core user experience demands, and key drivers of satisfaction in regions such as Pakistan, Thailand, India, and Nepal. This is closely related to local cultural backgrounds, economic development levels, and the degree of technology penetration. Future research should focus on cross-cultural comparisons, the specific application mechanisms of emerging technologies, and the adaptability of specific product categories. The findings of this paper can provide theoretical reference for B2C e-commerce companies to formulate localized operation strategies, and also lay the foundation for subsequent academic research.