The Impact Of Customer Experience On Customer Stickiness In Mobile Shopping Environment

With the further popularization of smart phones and mobile Internet,mobile network shopping has become an indispensable part of most people's daily life,which brings new opportunities for the development of mobile electricity providers.In the era of consumer experience,the focus point of people will transfer from the products and services to the experience.With the rapid growth in the mobile online shopping market and the increasingly fierce competition,the major mobile providers have resorted to all the stops in order to improve customer quality shopping experience,making customers stick shopping APP.It is of great theoretical and practical significance to enhance the customer experience in the mobile shopping environment and enhance the customer stickiness.Based on the predecessors' demarcation of customer experience and the mobility characteristics of mobile shopping,this paper divides the customer experience dimension into shopping APP experience,product experience,service experience,emotional experience and convenience experience.In this study,the customer experience as the independent variable,the customer stickiness as the dependent variable,customer satisfaction as the intermediary variable,based on the literature extracted from the theoretical model and assumptions in order to explore the impact of customer experience on customer stickiness and customer satisfaction playing an intermediary role.The data required for the study were obtained in the form of questionnaires.222 valid questionnaires were retrieved from the network by using SPSS20.0 for reliability,validity and validity analysis,correlation analysis and regression analysis.The model assumptions were validated.Through the empirical analysis,this study found:(1)the customer experience of the various dimensions have different degrees of influence on customer stickiness.Among them,the convenience experience has the greatest effect on the customer stickiness,the shopping APP experience and the emotion experience have the second effect to the customer stickiness,and the product experience has the least effect on the customer stickiness.(2)the customer experience of the various dimensions have different degrees of influence on customer satisfaction.The convenience experience and the emotional experience play the most important influence on the customer's shopping satisfaction on the mobile shopping APP.While the shopping APP experience,product experience and service experience impact is relatively small.(3)customer satisfaction in the customer experience on the impact of customer stickiness plays a different degree of intermediary role.Customer satisfaction plays a mediating role in the impact of the convenience experience,the emotional experience and the shopping APP experience on the customer stickiness,and plays a fullmediating role in the influence of the product experience on customer stickiness.In the end,this paper gives some advices to improve the customer experience and enhance the customer's stickiness by improving the customer experience and enhancing the competitiveness of the electric business enterprise.It also optimizes the design of the shopping APP and enhances the customers' Shopping experience;returning to retail origin,to provide customers with inexpensive products;stimulating emotional experience,making customers attach to shopping APP;enhancing convenience experience,strengthening the customer's shopping platform sticky.In addition,this study also points out the shortcomings of the study and future research directions.