Research On The Impact Of On Line Shopping APP Brand Experience On Consumers’ Usage Intention

Mobile Internet shopping as the fastest-growing, most development potential of the mobile Internet service has got the attention of the many businesses. An APP has become the electric business platform standard configuration. With the increasingly fierce market competition environment, the homogenization of products is more and more serious. However, in the era of experience economy, consumer demand has not only limited to pursuit the product quality, price and other traditional factors, the brand has become one of the determinants of the final selection. Brand experience is the organic combination of experience economy and brand building. As consumers to the brand awareness and learning, brand experience is in the consumers’ mind to establish brand image, improve the consumers to the brand familiarity, one of the most important ways to enhance brand attitude. According to the theory of consumer behavior, attitude is an important factor affects consumer behavior intentions. In this context, this study from the brand experience of online class APP, to brand attitude as the intermediary, the consumers’ willingness to use.Firstly, this article reviews the related literature on brand experience, brand attitude and purchase intention. And then describes the concepts of the definition, dimension division, measuring method and the mutual influence. Based on the existing brand-related theoretical research, this article divide the brand experience into sensory experience, emotional experience, behavior experience and intellectual experience four dimensions, and divide the brand attitude into cognitive and affective two dimensions. Then it puts forward the concept model of the three variables and the fractal dimension variables, proposes the research hypothesis. In order to illustrate the relationship between the variables in the model more specifically, this study use SPSS and AMOS analysis software for empirical research to verify the hypotheses.The major findings of this research are: 1.Positive effects of brand experience on brand attitude and usage intention are significantly. Sensory experience has the lagest effects, affective experience is the second, behavior experience is the third and the intellectual experience is not significantly; 2. Consumers’ brand attitude to online shopping APP have significant positive influence on usage intention. Affective attitudes have played an important role; 3. In the influence of brand experience to purchase intention, consumers’ brand attitude to online shopping APP plays a complete mediation role. The brand attitude plays a complete mediation role in the effect that sensory experience, emotional experience, behavior experience to usage intention.Finally, this study summarizes the deficiency of the research and point out the research direction in the future. Based on the above research results, this study puts forward some marketing suggestions for the electric business enterprise on the brand building.