The Impact Of Online Shopping Experience On Consumer Purchase Intention

As the rapid development of Internet under the background of the experienceeconomy, people have paid more and more attention to the shopping experience in thepurchase of goods and services process. Shopping experience on consumer purchaseintention influence is more and more important, additionally,customer emotionalreaction and influence customer purchase desire is one of the main factors. Theresearch about shopping experience and customer purchase intention on therelationship between the dimension of experience, mostly are based on the customer’spsychological needs and experiences of purpose to the division, less mentioned fromthe overall environment construction level of customer experience dimensions. Butthe theoretical research about the online shopping experience and customer purchaseintention, customer emotion and the relationship at present is still insufficient.This paper will start with the intermediary role of the customer affectivereactions to in-depth explore the intrinsic mechanism of the online shoppingexperience impact on purchase intention. Firstly, having a detailed review of theliterature on online shopping experience, customer affective reactions and purchaseintention, then defining the concept and measuring the dimensions. The ultimatelyscale divides the online shopping experience into web site convenience, site of therelationship between service, customer trust and customer cost four experiencedimensions; and divides the customer emotion into pleasure emotion and dominanceemotion two dimensions. At the same time, making the relational model and researchhypotheses of online shopping experience impact on purchase intention throughstudying the existing relationship between the theoretical derivation of variables.Combing with expert interviews, customer pre-research and small sample pre-testresults to amend the scale. Finally, using the formal research data to do analysis by theSPSS tool.Basing on the results of the empirical analysis to verify the theoreticalresearch models and associated assumptions and reaches the following findings:Based on the model and on the basis of the statistical analysis results of relatedhypotheses for empirical research, reached the following conclusions:1.Various dimensions of online shopping experience on customer emotion has asignificant positive effect, Among these, the website ’s convenience, the site relationship service, customer trust on customer emotion influence is relatively large,and customer trust impact is relatively small;2. Online shopping experience dimensions under the network environment havea positive impact on customer purchase intention, Effect order from big to small asfollows: site of convenience, site of the relationship between service, customer trustand customer cost;3. Customer emotional responses in the shopping experience and purchaseintention relationship plays an important role, Among them, dominance emotion oncustomer purchase intention influence is relatively large.According to the research ofthe model construction and empirical analysis, combined with the current networkenvironment to carry on the discussion of online shopping experience on customerpurchase intention influence mechanism. With a view to commercial web site how toenhance customer purchase intention to provide some referential significance.