An Empirical Study On The Influencing Factors Of Online Purchase Experience

After years of development, the Internet has penetrated into all areas of our lives and changed the modern society’s living conditions and lifestyles of consumers enormously. In the context of the Internet, great changes have taken place in the management of enterprises, enterprises with non-store can cut the cost, break the geographical restrictions, sell products in a wide range, and offer more options for customers. Meanwhile, the consumer’s shopping way is no longer confined to the traditional form of purchasing, in recent years, online shopping is developing rapidly, and has attracted more and more consumers. Research on the influencing factors of online purchase is an integral part of online marketing, and has far-reaching theoretical and practical significance for e-commerce and online marketing.Based on the review of literature on the theory of consumer behaviour, customer experience and online shopping, customer experience is divided into cognitive experience and emotional experience according to Rose(2011), and the influencing factors of online purchase experience are divided into two clusters: cognitive factors and emotional factors.Combined with Technology Acceptance Model(TAM) and stimulus- organism- response(S-O-R) model, a conceptual model is built to explore the cause-and-effect relationship between the online purchase experience and the purchase behaviour.This paper adopts the principle of combining normative analysis and empirical analysis. The factors affecting the consumer online purchase in China and the hypothesis are put forward, then collect datas through the questionnaire survey, and statistic test for the model is conducted to test the theoretical hypothesis and verify and modify the initial conceptual model by SPSS19.0 and AMOS17.0.The study found that perceived usefulness, perceived ease of use and cognitive trust do really have positive impact on cognitive experience; emotional trust, enjoyment and freedom affect consumers’ emotional experience; both cognitive experience and emotional experience have significant effects on purchase behavior. And we also find that there are also effects among internal factors of cognitive factors, emotional factors are also the same. According to the empirical findings, this study provides some suggestions to improve online purchase experience for the websites of women’s garment.