A Study On The Influence Of Customer Experience On Customers’ Repurchase Intention In Sichuan Xinhua Wenxuan Physical Bookstore

With the rapid development of computer technology and the rise of online bookstores,physical bookstores are no longer the only way for people to buy books.However,the physical bookstore can bring consumers the environmental feeling,atmosphere and visual impact that the online bookstore can not bring consumers.Compared with online bookstores,scene advantage is still the biggest advantage of physical bookstores and the biggest incentive to attract consumers^[1].In order to better retain old customers and attract new customers,physical bookstores firmly grasp their own advantages and try their best to create a good customer experience for customers.However,how does the customer experience of a physical bookstore affect customers’willingness to re-purchase?For different customers,how to improve customers’repurchase intention more effectively?These are the concerns of physical bookstores,which is of great significance to the development of physical bookstores.Based on the cognitive-emotion-behavior theory,this study analyzes the relationship among customers’repurchase intention,customer experience,customer satisfaction,and consumption type preference.Through the collection and review of relevant literature,starting from customer experience and combining with the variables of customer satisfaction,this paper explores the influence mechanism of customer experience on customers’repurchase intention.In addition,this study also added the consumption type preference variable to explore the different influences of customer experience on customer satisfaction under different consumption type preferences.This paper takes Xinhua Wenxuan physical Bookstore in Sichuan as the research object,and the empirical research verifies that:（1）Customer experience of physical bookstore has a significant positive impact on customer repurchase intention,in which the four sub-constructs of product experience,result perception experience,key link experience and inner peace experience all have a positive impact on customer repurchase intention;（2）Customer satisfaction in physical bookstores plays an intermediary role in the relationship between customer experience and customer repurchase intention;（3）Consumption type preference plays a moderating role in the relationship between customer experience and customer satisfaction in physical bookstores.This paper provides a new research perspective for the existing research,supplements the research on the relationship between customer experience and customer repurchase intention,and provides certain suggestions and help for Xinhua Wenxuan physical bookstore to improve customers’repurchase intention more effectively.