Consumer Experience On College Students' Purchase Intention

Consumer experience has become a trend in the development of consumption. The essence of consumer experience is subjective consumption. After the reform and opening up,enhanced ability of national consumption has formed foundation of subjective consumption. With sustained economic growth and more mental consumption demand, consumer experience will play more important role in our life. However, research on consumer experience is still quite weak, practices of consumer experience are not incongruous to the active demand. The actual situation is that there are more normative analyses than empirical research, more single subject analyses than multidisciplinary analyses, more analyses than strategies. And there are less researches on relationship between consumer experience and purchase intention, especially for the specific customer group. Undergraduates are the main force of future consumption and leaders in consumption trend. They pursue fashion and like the interactive experiences. Their consumption concept would deeply influence traditional Chinese lifestyle. Based on the above situation, this paper will do an empirical analysis of the relationship between experience and purchase intention according to a special group of undergraduates.Firstly, the subject annotate the consumer experience from different course point of view, then, we review and summarize related theory about consumer experience and purchase intention through literature study. Secondly, we seek to the effect factors of experience and design a questionnaire according to the interview and individual research. Then through the questionnaire survey research, we will get the hierarchical framework of influence between experience and purchase which has total experience, ambient experience, product experience, service experience, price experience. According to above analysis, we raise research hypotheses and get a conceptual model. Next,we will get five factors with maxima contribution by using principal component analysis whose eigenvalue is over land testing the reliability and validity by means of data collected by questionnaire and sifting the 20 attributes by factorial analysis. Finally, we will analysis the influence factors on purchase intention using regressive analysis. We can draw the influence degree of each different factors and acquire some proposal for managing various factors. Results show that consumer experience has significant effect on purchase intention and experience is a multidimensional concept with different effects by different dimension. Last,we get the conclusion and give countermeasure to large and medium-sized supermarkets according to the actual situation.