Research On The Impact Mechanism Of Comprehensive Consumer Experience Of Mobile Shopping On Repurchase Intention

With the rapid development of mobile Internet technology and the popularity of smart mobilephone, tablet PCs and other mobile terminals, mobile Internet era has come. Mobile commerce is changing people’s style of work, life and behavior. As an application branch of mobile commerce, mobile shopping which is a new type of shopping model is more and more popular with enterprises and consumers. However, the users of mobile client compare prices more easily and transfer lower cost. Mobile shopping enterprises are facing the situation of product and service’s homogenization. Competition becomes fiercer. So the key of enterprise’s survival and profitability is to improve customer’s repurchase rate. In today’s experience economy era, existing research has significant limitation on the important theoretical issue of mobile shopping consumption experience and to what extent to effectively enhance the willingness of users to repurchase behavior.In this paper, we take the mobile shopping users as the research object and take the overall consumption experience of mobile shopping as breakthrough point. And we pursue research around the basic problem of "the impact mechanism of the comprehensive consumption experience of mobile shopping on repurchase intention". Specifically, from shallow to deep we do some research on the following scientific issues. The first is what is the connotation and structure of mobile shopping experience? The second what is the impact of mobile shopping features on the overall consumption experience?First, using grounded theory method we conduct qualitative research on online reviews with mobile shopping sites and in-depth interviews and get the structure of mobile shopping’s total consumption experience and initial model the impact mechanism of the comprehensive consumption experience of mobile shopping on repurchase intention. Second, through the theoretical deduction, the influence mechanism model of the overall consumption experience of mobile shopping on repurchase intention is constructed. Third, the full text make a deep study on the above problem by using exploratory factor analysis, confirmatory factor analysis, structural equation model analysis, independent samples T test, variance analysis and other research methods. In this paper, the empirical part of the data included 377 valid small sample questionnaires and 884 valid big sample questionnaires. The main research contents and conclusions of this paper are as follows.Firstly, this paper explores and verifies the structure of mobile shopping’s total consumption experience and designs scale.First, it combs the relevant theory of user experience, proposes and explains the concept of mobile shopping’s total consumption experience. Second, using grounded theory it explores the structural dimension of the comprehensive consumption experience of mobile shopping and from the perspective of the whole experience clears the structural dimension of the overall consumption experience of mobile shopping. Then on the basis of the existing mature scale, we have designed the measurement table of the comprehensive consumption experience of mobile shopping and prove it by empirical validation. It turns out that mobile shopping’s total consumption experience structure consists of four dimensions: perceived experience, interactive experience, emotional experience, social experience. Mobile shopping total consumption experience scale contains 19 items of survey items and the scale of mobile shopping comprehensive consumption experience has good reliability and validity.Secondly, this paper explores and verifies the impact mechanism of the total consumption experience of mobile shopping on re purchase intention. First, based on the theory of grounded theory, the influence mechanism of the overall consumption experience on the purchase intention of mobile shopping is constructed. Then the logical deduction of the relationship between the variables is theoretically carried out. And we build the influence mechanism model of the overall consumption experience of mobile shopping on re purchase intention. Then, through regression analysis, structural equation model path analysis, we test the research hypothesis. Empirical results show that mobile shopping total consumption experience positively impacts on repurchase intention. And they show that trust plays a partial intermediary role in the comprehensive consumption experience and repurchase intention of mobile shopping. They also show that perceived experience and social experience in the comprehensive consumption experience of mobile shopping positively impact on repurchase intention. Perceived experience, interactive experience and social experience positively impact on repurchase intention through trust. But emotional experience impacting on trust and repurchase intention is not significant.There is main innovation in this paper. First, using exploratory research methods and theoretical logic deduction we put forward the structure dimension of the overall consumption experience of mobile shopping and design the measurement scale of the overall consumption experience of mobile shopping, which makes the mobile shopping comprehensive consumer experience research from theory into practice and reveals the essence of mobile shopping experience. Second, in this study, using grounded theory approach we explore the mobile shopping comprehensive consumer experience to repurchase intention model by the first hand information of mobile shopping users, and get the support of the theory and data validation, the model has strong applicability, which promote the mobile shopping user experience research, promote the development of the theory of user behavior in the context of mobile shopping.