A Study On The Influencing Factors Of Customer Experience In The New Retail Sales Mode Of Automobile

The support of national financial policy and the change of consumer habits and credit consumption concept have pushed the automobile industry into a new retail era.New automobile retail integrates new automobile sales channels with traditional 4S and dealer channels.It is flexible and diverse in terminal sales,with customer experience as the center and clear positioning of users through big data,so that users can have more convenient and good experience in a series of links such as online car watching,appointment test drive,offline experience,financial options,payment and pick up.As a new way of automobile sales,there are relatively few researches on the influencing factors of the experience in the new automobile retail platform.Therefore,this paper aims to find out the factors that affect the user's experience in the new automobile retail business by combing the current development status of the new automobile retail business and the research on the user's experience in the new automobile retail business,so as to promote the experience upgrading of automobile sales.This research adopts the research method of questionnaire survey and data analysis,and chooses 216 users who purchase cars on the new automobile retail platform to conduct questionnaire test,and processes the original data with the help of spss21.0 and R language software,so as to explore the factors that affect users' purchase of car bodies on the new automobile retail platform.Through in-depth interviews and field visits to new retail stores,seven influencing factors were obtained.The independent variables were "individual cognition","related group cognition","perceived usefulness","perceived ease of use","offline store experience","online perceived interactive experience","perceived risk",and the dependent variable was"experience satisfaction".Through the analysis of the interview content,the hypothesis is put forward.After the correlation and regression analysis of spss21.0,the research results show that "perceived usefulness","perceived ease of use","offline store experience","online perceived interactive experience" and "satisfaction" are positively correlated,"individual cognition","related group cognition" and"satisfaction" are not correlated,while "perceived risk" and "satisfaction" are not Degree "is negatively correlated,among which" perceived ease of use "has a significant impact on user experience satisfaction on the new auto retail platform,and" experience satisfaction "on the new auto retail platform has a significant positive impact on" loyalty ".After the hypothesis is proved,this paper uses R language to cluster the users who have bought cars on the new automobile retail platform,and then divides them into four groups,and obtains the main influencing factors and the factors that they care about and experience dissatisfaction.Secondly,we found that two major factors,"offline store experience" and "online perception interaction" are the factors with better experience and higher average score for users who buy cars on the new automobile retail platform.Finally,according to the results of empirical analysis,it is suggested that the new automobile retail platform carry out better experience services according to the life cycle of customer experience,improve online experience,improve the store mix under the new retail format,and expand the seamless multi-channel shopping mode in the future.