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.