An Empirical Study On The Influencing Factors Of Online Supermarkets Purchase Experience

With the rapid development of Internet technology and electronic commerce, online purchase is becoming more and more popular. The number and amount of transactions is increasing sharply and continuously. Online purchase experience is more and more important in such background as which influence the customers’ decision directly. It’s critical to find out the antecedents and consequences of online purchase experience.Based on the review of literature of online pruchase experience and the theory of consumer behaviour, the factors of online customer experience are diviede into two clusters:cognitive factors and emotional factors.A structural equation model is build to explore the cause-and-effect relationship between the online pruchase experience and the purchase experience.An empirical study proceeded to test the theoretical hypothese and verify and modify the initical research model by the way of SEM analysis,confirmatory factor analysis and one-way analysis of variance.The research finds out that the cognitive effects of perceived usefulness, perceived ease of use and cognitive trust and the emotional effects of emotional trust, enjoyment and freedom have significant effects with the online pruchase experience. And both cognitive and emotional customer experience affect the purchase intention significantly. Among those demographic variables age has a significant effect on customer experience. Based on these findings four suggestions were offered to drive the customer experience in online supermarkets:molding brand image to enhance the customer trust,optimizing customer service to keep freedom,guiding purchase notion to drive shopping enjoyment and foucing on website design to enhance the usefulness and eas of use of the website.