Research On Online Shopping Consumption Experience Model In The Perspective Of Prospect Theory

The experience economy era and the increasing of online business applicationspush the online shopping consumption experience model researches moremeaningful. Prospect theory provides theory basis, dimensions reconstitution,applications in consumer behavior and experience marketing strategies for creatingnew dimensions of online shopping consumption experience mode, for consumptionexperiences dimensions, for behavioral economics study and for online shoppingenterprise.To redefine the concept of consumer experience, the current research status ofconsumer experience is summarized. Prospect theory framework that is suitable forthis study in behavioral economics system is proposed, including reference system,mental accounting, and addiction disorder theory and so on. The online shoppingconsumption experience dimensions——reference dependency, loss aversion andrational decision sensitivity——are proposed. Through interview, establishingproject pool, item analysis with effective sample for309in the total sample for400and some other quantitative analysis methods, online shopping scale in prospecttheory is developed in strict procedures of scale developing.Through summarizing the consumer behavior models of the current study situation,the ‘attitude——behavioral intention——behavior’ model is concluded from thetypical model TRA, TPB, TAM and IDT. Six Hypothesis of factors relation in onlineshopping consumption experience are proposed based on the model and the behaviormodel ‘consumption experience——attitude——purchasing intention——purchasing behavior’ is abstracted. SEM is established according to the consumerexperience dimension and the hypothesis relations. According to the online shoppingconsumer experience scale the questionnaire is compiled and comprehensive investigation is launched with the selection of capacity with effective sample for268in the total sample for350. Through the data processing technology, questionnaire,data quality, hypothesis and the model of the suitability are tested, and the path ofSEM is got between variables function parameters and the various parameters of thewhole model. After correction, five assumptions proved. Finally, the hypothesis‘consumer experience——purchasing behavior’ is falsification, the online shoppingconsumption experience mode in prospect theory is established.According to the new model and the hypothesis, the network shoppingconsumption experience mode operations support is expounded: consumerexperience contains three dimensions in prospect theory, and the model accords with‘consumption experience——attitude——purchasing intention——purchasingbehavior’ path, but consumer experience and purchasing behavior have nostatistically significant relationship so that purchasing behavior is influence byconsumer experience indirectly. According to the mental accounting, framing effect,correlation effect and limited will, specific experience marketing countermeasuresare put forward from the perfect online shopping community of nine based on theoperations support.