Research On The Impacts Of Mobile App Shopping Experience On Consumer Purchase Intention

With the rapid development of science and technology, and the widespread use of mobile phone, companies are developing business applications based on cell phone App(like mobile shopping App, mobile payment App, and mobile banking App). Especially, mobile shopping Apps, as new way of purchasing were used and accepted by more and more consumers. So, the mobile purchase experiences of consumers are also important. According to the existing researches, we find that they were mostly concentrated on PC shopping experience, However, only a few of the studies focused on mobile shopping experiences so far. In this paper, the App shopping experiences is the research object, and we want to find out how the App shopping experiences influence on the consumers’ purchasing intention.We discussed the relationships among the mobile App shopping experience factor, the consumer perceived value and purchase intention. At the same time, internet word-of-mouth(the quality and the quantities) is hypothesized as a moderator variable. After combing literature related in the experience marketing, customer shopping experience, customer perceived value, purchase intention and internet word-of-mouth, we developed scales of mobile App shopping. This paper summarized the mobile App shopping experience dimensions, and consumers’perceived value dimension. According to the relationships among mobile App shopping experience, perceived value and purchase intention, and the relationships among Internet word-of-mouth, perceived value and purchase intention, the hypotheses and conceptual model were put forward in this paper. At last, through factor analysis, correlation analysis, regression analysis, hypotheses were verified.The empirical results show that(1) six dimensions (entertainment experience, convenience experience, service experience, usability experience, fast speed experience and interactive experience) of the mobile App shopping experience were positively related to the purchase intention. Especially, service experience, entertainment experience, convenience experience has a great impact on purchase intention, while interactive experience, usability experience and fast speed experience influence is relatively small;(2)usability experience of mobile App shopping has no effect on social value, while has a positive influence to the function value and emotional value, and other dimensions were all positively related to different dimensions of perceived value. Among them, speed fast experience, interactive experience and service experience had greater influence on the function value; Besides, the entertainment experience and interactive experience strongly affect emotional value; And service experience and interactive experience greater effects on social value;(3)Perceived value in each dimension was positively related to the purchase intention. The effect of emotional value on purchase intention was the largest, and the second is the social value, functional value;(4)Perceived value has mediation effect between the mobile App shopping experience and purchase intention;(5) Internet word of mouth(the quality and the quantities) can moderate the perceived value and purchase intention.