On The Influence Of Customers Shopping Experience In Retailers Over Their Purchase Intention

There are many factors that can affect customers'purchase intention Among them, shopping experience,affection and emotion are the most important one. But In-store Shopping Experience and the relationship between purchase intention and the emotion in the academic research so far there are still many deficiencies.Based on the research of Terblanche,Sharmar and other scholars, I built the model evaluate the customers shopping experience by 5 dimensions:contact with personal interaction,merchandise value,internal store environment,merchandise variety assortment,compliant handling and I came up with the assumption that the shopping experience do affect the purchase intention. Then I use the structural equation modeling equation to analyse and research the data collected by anonymous questionnaire.The result is that the shopping experience do not impact the purchasing intention directly, but work through the affection Indirect. After researching the mechanism of the emerging purchasing intention since the customer step into the retailer, I found the purchasing intention is influented most by affection and consumer psychology. This study of customer experience to deepen and expand the shopping experience theory and purchase intention theory.