Research On The Customer Participation, Experiential Value And Behavior Intention Under The Online Shopping

With the economical and society’s development, science and technology’sadvancement, especially the Popularity and rapid development of Internet makes onlineshopping from space and time constraints. However, in the same time, with onlineshopping favored by People, the competition is increasingly keen among online retailers.It is the retailer’s focus that how to Provide services or Products to meet customer’sdemand. Domestic and foreign research shows that customer participation can improvethe experience value in order to enhance the competitiveness of enterprises. Therefore itis necessary to analyze how to improve customer repurchase, recommendations and otherbehavioral intentions, which is the main concern of this article content. After reading thisarticle and abroad customer participation on the basis of the relevant literature, takingprevious scholars on the division of customer participation dimension to migrate toonline shopping environment, combining the characteristics of online shopping industry,through empirical analysis verify its feasibility, and to further explore the networkshopping environment for customers to participate in experiential value, the impact ofbehavioral intention to explore the various dimensions of customer participation in theimpact factor on the influence of experiential value and behavioral intentions, and thusfor the network marketing businesses to provide recommendations that will ultimatelywin customers and gain a strong competitive advantage.In this paper, by collating and analyzing relevant literature, the experience value isdivided into two dimensions: the practical value and entertainment value. There is onlineshopping experience with consumer groups for the study, through field research methodsand online questionnaires collected first-hand data, using SPSS19.0to do reliabilityanalysis and exploratory factor analysis, and using AMOS17.0to inspect theconfirmatory factor analysis and correct the assumptions of the model. For customerparticipation, experience value and emotional experience associated data reliability andvalidity good factor analysis verified through customer participation and experiencevalue constitutes a dimension of emotion is more in line with expectations. In thecorrelation analysis, through data analysis results obtained customer participation has apositive effect on the experience value, including working knowledge of customerparticipation, searching for information on the practical value and entertainment valuepositively affected, and more significant; customer interaction involving the value of entertainment value on experience and the effort dimension in practical value have apositive significant effect. Meanwhile, from the relevant data discovery, the influence ofthe experiential value on behavioral intention is present more significant positive effect.Based on the conclusions, the writer presented with practical marketing strategies foronline retailers reference. Finally, this research proposes its gaps, limitations and futureresearch directions.