A Study On The Impact Of Customer Experience On Customer Purchase Intention In Social Commerce

With the advent of Web 2.0,consumers can freely search and share product information in social media.They interact frequently,and generate a large number of network social resources.Enterprises have used the social network resources of users to carry out business activities.This is a new e-commerce model,named social commerce,combined by e-commerce and social media.With the development of social media,social commerce has been growing unprecedentedly.Social commerce platform can attract many customers to participate quickly through the introduction of social media traffic and "consumption rebate",and make lots of profits.However,with the increasing competition in the industry,more and more social commerce platforms are facing the problem that users come fast,go fast.The introduction of social media traffic and "consumption rebate" is not enough to maintain customer relations for a long time,and turn social traffic into purchasing.Enterprises should realize that in the era of mobile Internet,the consumer demand of customers is quietly changing.Customers pay more and more attention to the experience in social commerce,instead of short-term price discount.On the basis of previous scholars’ research,combined with the characteristics of social commerce,this current work explores the influence of different customer experience components(information experience,entertainment experience,sensory experience,social presence)on consumers’ purchase intention and the mediating effect of emotional attachment.We constructs the research model and designs the measurement items of the variables involved in the model after fully reading the literature of related fields at home and abroad,and forms the questionnaire of this study.After analyzing the survey data of 285 "xiaohongshu" users,we find that information experience,entertainment experience,sensory experience and social presence all have a positive impact on customers’ purchase intention,and emotional attachment plays an intermediary role in the impact of information experience,entertainment experience,sensory experience and social presence on customers’ purchase intention.Different from the previous researches that only consider the social level of customer experience,our research not only enriches the research in the field of social commerce to a certain extent,but also studies the impact of customer experience on customer purchase intention from a comprehensive perspective,and introduces the emotional attachment to explain the impact of customer experience on customer purchase intention.The influence of customer experience on customer purchase intention is actually a process of customer inner emotion change.After of all,our research is of great significance for enterprises to manage customer experience,cultivate customers’ emotional attachment and promote their purchase intention in social commerce.