A Study On The Impact Of Consumption Experience On The B2C Type Website On Willingness To Buy

Since China’s reform, more and more foreigners come to China, they have become a critical consumer group who cannot be ignored by both practitioners and academics. As one of the special groups, foreign students have been studied by scholars, but the relevant research largely focuses on their learning motivations and cross-cultural adaptation, and few scholars have provided empirical evidence on the online shopping experience of international students. And China wants to become a big country, we must pay attention to foreigners, online shopping experience.Based on the "stimulus-organism-response" (SOR) model, the theory of reinforcement and the theory of expectation, this study examines the consumption behavior of international students as a group using B2C website from the perspective of consumer psychology. Using a sample of international students from 39 countries and regions, the impact of customer experience on the online shopping website on the willingness to buy is investigated. At the same time, this study also examine how consumer emotions mediates the relationship between customer experience and willingness to buy, and how various types of consumption value moderate the consumption experience—consumer emotions—willingness-to-buy link.Using the hierarchical analysis process in the data analysis, we found that: (1) Consumption experience has a significant positive impact on the willingness to buy. (2) Consumption experience has a significant positive impact on positive emotions and a significant negative impact on negative emotions. (3) Positive emotions partly mediate the relationship between customer experience and willingness to buy. (4) Emotional value positively moderates the relationship between consumption experience and positive emotions. Functional value positively moderates the relationship between consumption experience and willingness to buy. Specifically, the higher the level of emotional value of the customer, the stronger the relationship between consumption experience and positive emotion. The higher the level of functional value of the customer, the stronger the relationship between consumption experience and willingness to buy.This study is among the early attempts to investigate the consumption experience and behavior of international students in China. The results of this study can provide guidance for e-commerce enterprises to develop various types of online shopping websites in China.On the other hand, the findings of this study also inspire Chinese enterprises to consider the consumption experience of foreign consumers. Finally, this study concludes with its limitations, and provides the directions that future research can take to further explore, such as integrating the cross-cultural perspective into the relevant research.