An Empirical Study Of The Impact Of Customer Experience On Purchase Intention In Online And Offline Channel

The development of the Internet has promoted the changing of retailing and marketingmodel, and retailers are paying more and more attention to e-commerce ande-marketing. A lot of traditional retail companies exploit network channels, but fewsuccessful cases. Retail enterprises is plagued by multi-channel integrationproblems.Through reviewing the related literatures, this paper finds that scholarsstudy multi-channels mainly based on retailer’s perspective. However, the roles ofconsumers and retailers have changed, and customers are paying more and moreattention to the experience of consumption. So the integration of multi-channel shouldbe studied by the perspective of customers. But the existing research rarely conductedfrom the perspective of customers, and there is no study from the perspective ofcustomer experience. Research in this area will therefore help fill apressing,practical educational need. Hence, based on the extant literature, this paper tries toexplore the customers’ intention of purchase online and offline channel from theperspective of customer experience.Firstly, On the basis of analysis of predecessors research results,the customerexperience is divided into online and offline experience. The online customerexperience research based on the theory of flow experience while offline customerexperience research based on the theory of ISE.For purchasing intention, this articledraws lessons from technology acceptance model, which is choosing the attitude asfactors that impact customer purchase intention. After that, the article builds up aconcept model, which is including the relationship among customer experience,attitude and purchase intention. At the same time,12hypotheses are put forward.This article mainly takes college students and white collars, who are on the age from18to35as research objects. The method of collecting data is using questionnaire andsoftware, such as SPSS19.0and AMOS17.0. Those soft wares are helping to processthe data and to prove assumptions by using SEM.The result of research displays that in multi-channel, the attitude has a positiveinfluence on purchase. This attitude is influenced by online customer experience,personal interaction experience, merchandise value experience, shopping environmentexperience, and customer complaint handling experience. The commoditiescombination experience has no significant impact on attitude; By contrasting, people contact experience, commodity value experience and complaint handling experiencehave a positive influence on online customer experience. Finally, this research offers anew point of view for studies on multi-channel retailer integrating channels.