Research On Experiential Marketing Impact On Customer Behavior In "Internet + Convenience Store" Mode

With the "Internet +" national innovation strategy put forward,"Internet + Convenience Store" model gradually into the social life.Among them,the "Internet + Convenience Store" is the typical model of this innovation,it is a new combination of formats,to give customers a variety of goods and convenience of the service,but also there is a high degree of popularity,Lack of knowledge and other issues.Experience,as a distinction between online and offline signs,is the key to business success,directly affect the customer's purchase decision.So,what factors affect the "Internet + Convenience Store" model of customer experience,how these experience marketing elements affect customer buying behavior,is the focus of this paper.This paper first analyzes the domestic and foreign research literatures of "Internet +Convenience Store" mode,experience marketing and customer purchase behavior.Secondly,drawing on the existing research results,aiming at the "Internet + Convenience Store" model,Conceptual model of purchasing behavior.Thirdly,The data were collected and analyzed by SPSS software,and the assumptions of the structural equation model were verified by AMOS and the conclusion was drawn.Finally,based on the conclusion of empirical research,this paper puts forward some suggestions on the marketing of "Internet + Convenience Store".