The Impact Of Searching Orientation On Shopping Experience In Online Shopping

With the rapid development of Internet technology and E-commerce in China, online shopping has penetrated into customers' daily life. Today's online shopping is no longer a simple sense of purchase, but a lifestyle in consumers' life. And also, surfing the online shopping site is not just to purchase products and services, but to get pleasure and knowledge. Therefore, consumers do have different behavior orientations when they search the shopping website. At the same time, some scholars put forward that purchase experience will significantly influence the outcome. But there is no much explanation for it. So, what kind of effect of searching orientations will display in this relationship?By analyzing the pre-test and reviewing the empirical study, this report concludes three dimensions of consumers' searching orientations under the online shopping background:task-oriented searching, entertainment-oriented searching as well as cognitive-oriented searching, and introduce them as mediating variable into the research, thus to explore the relationship between consumers' purchasing experiences and perceived benefits as well as enjoyment. Based on this, the paper constructs a model and applies SPSS 20.0 to test hypothesis, including regression analysis and Bootstrap mediating analysis.Based on the analysis, result are obtained:first of all, consumers' online purchasing experiences is positively effect on consumers' perceived benefits. Secondly, consumers'online purchasing experiences is positively effect on the searching orientation. Thirdly, task-oriented searching, entertainment-oriented searching and cognitive-oriented searching are positively effect on consumers' perceived benefits in online shopping searching. Fourthly, task-oriented searching and perceived-oriented searching have a significant mediation effect between the relationship of purchasing experiences and perceived benefits, while the entertainment-oriented searching have no mediating effects. Fifthly, perceived benefits is the only mediator between the relationship of online purchasing experience and enjoyment. Finally, perceived benefits is the mediator between the relationship of searching orientations and enjoyment.Finally, this paper presents analysis and conclusion based on research results, demonstrates the research meaning, innovation, limitations as well as the recommendation in the further research.