Research On The Influence Of Customer Experience On Consumer Purchasing Decision

In the case of transactional e-commerce(Jingdong,Taobao,etc.)intensified,content e-commerce has quietly emerged.In the traditional trading e-commerce shelf-type display merchandise environment,consumers often compare multiple commodities,at this time they are in a joint evaluation state,while online shopping consumer groups have already had a certain dependence on trading e-commerce shopping.However,as consumer groups tend to be younger,more and more consumers are buying goods in the process of watching live broadcasts,watching media articles,and reading posts.In this process,they are in a state of separate evaluation,and the lack of comparison objects around them makes consumers pay more attention to the experience brought by the goods themselves.We review existing research.Most of the existing research focuses on certain characteristics of a certain e-cominerce platform,and analyzes its impact on variables such as sales of goods,and transforms e-commerce from transaction to content.There is less literature on the transformation of e-commerce from transaction to content.This study compares the e-commerce platform(transactional and content type)and commodity type(search and experience)as four scenarios.The impact of customer experience on the consumer purchase decision process under contextual adjustment.Based on literature review and related theories,the paper focuses on behavior-oriented research,and analyzes the influence mechanism of customer experience of transaction eocommerce platform and customer experience of content e-commerce platform on consumer purchasing decision-making process.Through empirical research,we explore the relationship between the custoler experience of the e-commerce platform and the customer experience of the e-commerce platform and consumer perception,attitude and final decision in different commodity types.Combining the theory of cognitive matching and the theory of evaluation model,this paper explores the differences between content e-commerce and transaction e-commerce in terms of information presentation and information carrier,and at the same time,based on whether the commodity type can obtain knowledge of commodity information before purchase.Explore the role of interaction scenarios in the regulation of customer experience and consumer purchasing decision-making processes.The research results show that in the consumer cognition stage,the e-commerce platform customer experience has a significant impact on consumer perception;while in the consumer attitude formation and final decision-making stage,the customer experience has less impact on consumer attitudes and decision-making.The interaction between product type and platform type has a significant adjustment effect on the relationship between customer experience and consumer decision-making.The specific performance is as follows:The type of merchandise interacts with the type of e-commerce platform to adjust the relationship between customer experience and consumer cognition of e-commerce platform.The specific performance is:transaction e-commerce platform ×search-type merchandise>content e-commerce platformXexperiential merchandise>transactione-commerceplatform×Experience-typemerchandise>Content e-commerce platform × search-type merchandise.The type of merchandise interacts with the e-commerce platform type to adjust the relationship between the customer experience and the consumer attitude of the e-commerce platform.The specific performance is:content e-commerce platform ×experiential merchandise>eontent e-commerce platform × search-type merchandise>transaction e-commerce platform × Search products>Trade e-commerce platform ×experience products.The type of merchandise interacts with the type of e-commerce platform to adjust the relationship between e-commerce platform customer experience and consumer decision-making.The specific performance is:content e-commerce platform ×experiential merchandise>transaction e-commerce platform × search-type merchandise>content e-commerce platform × Search products>Trade e-commerce platform × experience products.The research results of this paper make up for the the research of e-commerce platform shortcomingsin the e-commerce environment of change,supplement the new important content and provide a new research perspective for consumer purchase decision research.At the same time,the research results also provide a reasonable and effective reference for enterprises and retailers and e-commerce platform managers to develop marketing strategies.