The Research Of Customer Experience Effects On Online Shopping Intentions

In the network context, customers and business is no longer face to face and no longer contact physically, but through the electronic media to interact and communicate with the enterprises. In this process, the customer's initiative increases and have more subjective evaluation for companies's offerings. This way of interactive have more features of experience. Customer experience becomes an important source of value.Through reviewing the concept of customer experience, combined with SOR model, found that shopping experience in the context of the online come from a series of directly or indirectly "contact points" between customers and the shopping site, and further have the role of its behavioral intentions. In this study, we choose human interaction, which is one of the key factors, as the outside variable. Then we divided customer experience into cognitive, emotional and immersive experience three dimensions after literature review. Furthermore, we explore the impacts of different dimensions of the customer experience on consumer online shopping intention.In this paper, we use interviews and survey methods, combining online and offline methods of research methods, collecting 583 valid questionnaires. Then we use SPSS18.0 software and LISREL8.7 to statistical analysis, showed that:(1)The models and assumptions in this study basically been confirmed, and found that human interactive on shopping site has a positive and significant impact on customer experience, furthermore through the customer experience have affects on their behavior; (2)The three aspects of customer experience is interaction. Particularly, telepresence experience have a significant impact on cognitive and emotional experience; (3) The customer's emotional experience have a significant intermediary role between other dimensions of experience and behavior intention; (4) Self-efficacy online shopping context have significant moderating effects on the relationship between customer experience behavioral intention. Finally, combining with the previous literature and empirical findings in this study,we make some marketing advice for the operators of shopping website..