A Study Of The Impact Of Mobile Online Shopping Experience On Consumer Purchase Intention

With the internet rapid development and the popularization of smart phones under the background of experience economy, people pay more and more attention to the experience in the purchase of goods and the enjoyment of service, shopping experience’s influence on consumer purchase intention is more and more important, at the same time, the experience value that consumers gain from the process of experience is also the main factors influencing the customer behavior intention. In the current research, theory research on the relationship between the mobile online shopping experience, experience value, trust and the consumer behavior intention is insufficient.This thesis started from the effect of experience value, deeply explored the mechanism of influence on consumer mobile online shopping experience to customer behavior intention. Through the detailed literature review, the concept and the measure dimensions of consumer experience, experience value, trust and consumer behavior intention were defined, mobile online shopping experience was divided into four dimensions: sensory experience, practical experience, cognitive experience and relationship experience. At the same time, based on the existing theory study on the relationship between the variables, the theoretical model and research hypothesis of the impact of mobile online shopping experience on consumer behavior were deduced. Combined with expert interviews, consumer research, as well as the results of the pre-test, the scale was revised; finally the scale of relevant variables was concluded. Finally, the survey data collected through questionnaire investigation were using analyzed SPSS software, and the theoretical model and related assumptions in this article were inspected according to the result of statistical analysis.According to the model and empirical analysis of the thesis, combined with the current shopping environment and the future trend of the mobile online shopping, this thesis discussed the influence mechanism of mobile online shopping experience on consumer purchase intention through experience and consumer trust. This thesis hoped to provide some reference for the enterprises to targeted improving consumer mobile online shopping experience, grabbing the future mobile online shopping market, and to improving the customer’s purchase intention.