An Empirical Study On The Influencing Factors Of Repurchasing Intention Of Branded Garments Under The Experience Perspective

In recent years,the rise of e-commerce has brought great impact to the real economy,network consumption has increasingly become an important way for Chinese consumers.Consumers hope the physical retail store is no only just a place to trade,but also to provide a richer experience.For enterprises,to improve the customer repeat purchase rate is the key to maintain the competitive advantage of the brand.At present,most of the researches on influencing factors of consumers' purchase intentions mainly focus on perceived value,trust,and customer satisfaction.Although there is an inquiry into the experience,how does consumer experience and brand experience promote customer repeat purchase intention? More research.Based on the purchase characteristics of clothing consumers,this paper draws lessons from the previous research,such as consumer experience and brand experience,and explores the influence of consumer experience and brand experience on the repeat purchase intention of brand clothing customers.First of all,this article,through the combination of brand clothing to repeat the purchase intention to explore the relevant theory,refined to reflect the brand clothing customers repeat purchase intention of the key variables-consumer experience,brand experience;due to repeated purchase decision-making process expected confirmation,self consistency and Repeat purchase intention is closely related,while the consumer experience,brand experience significantly affect the expected confirmation and self-consistency.Therefore,the expectation confirmation and self consistency are taken as intermediary variables to establish the theoretical model between the consumer experience,the brand experience and the repeat purchase intention of the brand clothing customers.Based on this model,the hypothesis is put forward.Secondly,after collecting the questionnaire,we use SPSS 16.0 to analyze the sample data with descriptive statistics,and analyze the causal variables(consumption experience,brand experience),mediating variables(expectation confirmation,self consistency)and outcome variables(brand clothing Customer repeat purchase intention)to carry on the correlation analysis,obtains the hypothesis test.Finally,based on the results of correlation analysis,the statistical model of AMOS16.0 was used to test and revise the theoretical model.Finally,the main conclusions are as follows:(1)consumer experience experience,experience,service experience,value experience can be expected to confirm the indirect impact of brand clothing customers repeat purchase intention,the experience of consumer experience,fashion experience,value experience through self-consistency indirect Affect the repeat purchase intention of clothing customers.(2)the brand experience of emotional experience,associated experience through the expected positive indirect impact of brand clothing customers repeat purchase intention,the brand experience of sensory experience,emotional experience,associated experience can be self-consistency indirect impact brand clothing customer repeat purchase intention.(3)the brand experience in the associated experience can not only indirect variables through indirect impact of brand clothing customers repeat purchase intention,you can also directly affect the positive.Based on the experience,this paper constructs and confirms the relevant theoretical models of consumer experience and brand experience through expectation confirmation and self consistency to customers' repeated purchase intentions.Based on the conclusion of this paper,the author makes some marketing suggestions on how the brand clothing enterprises influence the repeat purchase intention through the consumption experience and the brand experience.Finally,the shortcomings of this research and the future research direction are discussed.