Research On The Influence Of E-commerce Offline Store Experience On Consumers' Online Purchase Intention

Amazon Go supermarkets,1,000 Xiaomi homes in the future,and Alibaba's Freshippo...The e-commerce giants who have never really been involved in the offline market have made important changes to open large-scale and high-cost physical stores,considering the online traffic growth bottleneck caused by the disappearance of the demographic dividend,and the consumer's desire for a real touchable experience.The corporate expects to promote online purchase intention,the growth of online traffic wiith new e-commerce offline stores that can provide consumers with a good consumption experience.Based on this phenomenon,this study is to explore whether the consumption experience provided by the new e-commerce offline store can influence the online purchase intention or not,and how the consumption experience effect if it works.The main contents of this research include the following aspects.First,through combining literature and empirical methods,the scope and research samples of e-commerce offline store objects in this study are given,more importantly,the dimension framework of its consumption experience is constructed.Secondly,based on S-O-R theory,through reviewing a large number of studies about consumption experience,brand equity and online purchase intention,give the initial theoretical model that can further clarify the mechanism Thirdly,this paper test the theoretical model through 557 questionnaire data to construct a complete and modified model of the impact of the e-commerce offline store consumption experience on online purchase intention.The final empirical research found that the sensory experience,service experience,and convenience experience cannot directly affect the online purchase intention,only the interaction experience can directly affect the online purchase intention;sensory experience,service experience,convenience experience,and interaction experience can all pass the intermediary role of brand trust which is one of brand equity's sub-dimension to affects the online purchase intention;sensory experience,convenience experience,and interaction experience can also influence online purchase intention by influencing brand association that is the other sub-dimension of brand equity,and only service experience can not.From a theoretical perspective,the existing research pays more attention to the transfer the physical stores into online,a small number of discussions of e-commerce offline stores is limited to the form of literature review.There are few studies on the consumption experience of e-commerce offline stores using empirical methods;besides,there is few research about exploring how the e-commerce offline store's consumption experience affect online purchase intention.unable to conduct the complete and systematic conclusion In practical terms,e-commerce companies have spent a lot of energy to build offline stores,the conclusions of this research through empirical research can provide theoretical basis and decision-making reference for e-commerce to determine the store's consumption experience operation strategy,and resource allocation plan,thereby improving enterprise efficiency and benefit.