Research On The Influence Of Online Shopping Customer Experience On Purchase Intention

Nowadays,the rapid development of electronic commerce has quietly changed people's consumption concept and way of life.Consumer behavior is more rational,and the pursuit of quality and health is the mainstream way of life development.Many websites and businesses begin to compete with the "customer experience" and get a high market share.However,compared with the entity consumption mode,the fictitious nature of online shopping restricts the real interaction between websites and businesses,and the frequent cases of network fraud make customer trust a major problem for websites and businesses to develop e-commerce.Therefore,in the context of online shopping,customer trust and to explore the influence mechanism between the three intermediary construct the research model of customer experience and purchase intention,can not only enrich the theoretical research on customer trust and purchase intention,customer experience,can also experience the web sites and how to carry out the business customers,to win customer trust purchase behavior,promote the rationalization of the proposal.This research adopts the method of combining the theoretical and empirical analysis,a summary of the literature,on the design of the online shopping experience questionnaire and pre survey,according to the preliminary research results of the questionnaire measurement items to delete and modify the form the formal questionnaire.This study used SPSS21.0 software to do descriptive statistical analysis,reliability and validity analysis,ANOVA,correlation analysis and regression analysis,and got the following conclusions.(1)the 5 dimensions of customer experience have significant positive impact on purchase intention except associated experience.(2)the five dimensions of customer experience have a significant positive impact on customer trust.(3)customer trust,as an intermediary variable,plays a mediating role between customer experience.Finally,according to the results of empirical analysis,the rationalization proposals for promoting websites and businesses to seize the main factors of consumer experience,stimulating consumers' internal psychological needs,winning their trust in websites and businesses,and finally deciding to purchase are put forward.(1)exploring new experiences from the perspective of consumer psychological needs.(2)strengtheninginteraction with consumers and prolonging experience time.(3)Inproving the service process and ensuring the interests of the customers.(4)pay attention to the new situation of network development and optimize the freshness of experience content.