The Influence Of College Students' E-loyalty On Purchase Intention:Research On Mechanism Of Action Of Personality Traits And Flow Experience

At present,the Internet e-commerce is developing rapidly,but the relevant theory is relatively deficient.Especially in the current,online consumers pay more and more attention to the service experience of themselves,so studying the influence of e-loyalty on online shopping intention from the consumer's own characteristics and flow experience has important significance in theory and practice.The main purpose of this study is to explore the role of personality traits(openness,extraversion and conscientiousness)and online flow experience of online consumers on their e-loyalty and purchase intention.On the basis of previous research,this paper from the mediating and moderating respectively constructed chain mediation model and hybrid mode,and then contrasted the two models,to determine the final mechanism of action of personality traits and flow experience,in order to provide a reliable theoretical and practical guidance for online retailers,and to help the online consumer improve their shopping experience,enhance the consumers' satisfaction and happiness.The main conclusions of this study are as follows.Extraversion and conscientiousness both have mediation and moderation effect.On the mediation effect,the higher extraversion individuals are easier to experience online flow,enhance their e-loyalty and purchase intention;while the flow experience showed masking effect for conscientiousness individuals with high scores,namely the higher scores of conscientiousness individual,the more difficulty to experience online flow,positive effect of the conscientiousness individual on e-loyalty and purchase intention was offset because of masking effect of flow experience.According to the results of the chain mediation model,we can conclude that,to improve the e-loyalty and purchase intention of customers,it's important subjects to improve the users' experience and to promote their online flow,and it's especially more necessary to study the different personality traits of customer,in order to take different measures for different individuals to enhance their flow experience.On the moderation effect,personality traits moderates flow experience influence the purchase intention through the moderating mechanism of e-loyalty,and extraversion and conscientiousness individuals have the same mechanism,namely,the higher scores of extroversion and preciseness individuals,which indirect effect is smaller,and the direct effect becomes larger;while the lowerscores of extraversion and conscientiousness individuals with the indirect effect becomes larger,and the direct effect becomes smaller.Therefore,for the high scores of conscientiousness individuals,improving the level of their flow experience often can directly improve their purchase intention;but for the lower score of the conscientiousness individuals,we should focus on improving their e-loyalty,so that we can more effectively enhance their online purchase intention.