Effect Of Customers' Experience From Online Shopping On Customers' Purchase Intention: The Mediating Roles Of Brand Familiarity And Perceived Value

The dramatic development of information technology has brought huge changes to the current market environment, and creat ed the experience economy as well. T oday, consumers increasingly focus on purchasing products and experiencing service process, and as a result, what they have experienced in the course of shopping will have a great impact on their intention to purchase. Moreover, the brand familiarity and the perceived value of customers to shopping websites also play the important roles in affecting their purchase intention. At present, Chinese scholars have just started to do research on the customer experience under the network environment while few of them focus on the study about how the customeres experience influences their purchase intention.This paper takes the brand familiarity and perceived value of shopping websites as an mediation to deeply explore the influencing mechanism of customers' experience in shopping websites on their intention to purchase. Firstly, the paper makes a brief introduction on the concepts and measurement dimensions of customer experience in shopping website, brand familiarity, perceived value and purchase intention through literature review, and puts forward th e theoretical model and research hypothesis thereof on how t he customer experience in shopping website affects their purchase intention. And then, by means of prediction, the tools used in the study have been determined. Finally, 600 subjects have been tested, and the results of the SPSS software show that:1) The customers' experience in shopping website has a significant positive influence on their purchase intention, and among its four dimensions, the emotional experience has the largest influence on purchase intention, followed by think experience, act experience and sense experience;2) The c ustomer experience in s hopping website has a sign ificant positive influence on brand familiarity and perceived value;3) The brand familiarity and perceived value of shopping website have a significant positive influence on purchase intention;4) The brand familiarity and perceived value of s hopping website play an mediation role in the relation between customer experience and purchase intention.