The Influence Mechanism Of Consumer Experience Of Mobile E-commerce Platforms On Customers’ Repurchase Intention

As the Internet has become available to an increasingly larger part of the population,the traditional e-commerce platforms have seen that the number of their users was growing at a slower pace.The bonus generated by the data traffic is shrinking gradually,the products and the service have become too homogeneous,and the platforms have been confronted with a bottleneck in their growth.In recent years,new mobile internet technologies and the new retail industry have been emerging and developing rapidly.New types of e-commerce have been surging,such as Pinduoduo,the e-commerce that sells products by means of live shows,the e-commerce that targets the products to some online communities and so on,with the result that the e-merchants of the same occupation have been competing more fiercely on the mobile platforms.In the current era,the economy is closely related to the customers’ experience.It is a good significance for the e-merchants on the mobile platforms to improve their users’ experience,which will increase their users’ fidelity,enhance the probability for their users to buy their products repeatedly,and propel their development in the future.New types of retail business have been springing up one after another.At present,fewer theories have shed light upon the question of how the consumers’shopping experience on the mobile e-commerce platforms has influenced their intention to buy the same products repeatedly.Therefore,this field deserves to be studied and there is much room for further research.From the perspective of the users on the mobile e-commerce platforms,this paper delves deeply into the mechanism whereby the consumers’shopping experience on the mobile e-commerce platforms have influenced their intention to buy the same products repeatedly.The emphasis will be put on the following questions:(1)What is the connotation of the shopping experience on various mobile e-commerce platforms?Which aspects are included in the shopping experience?(2)How the consumers’ shopping experience on various mobile e-commerce platforms has influenced their intention to buy the same products repeatedly?(3)Between the consumers’shopping experience and their intention to buy the same products repeatedly on various mobile e-commerce platforms,are their satisfaction and their trust playing the role of an intermediary?Starting with the review of related documents,the author has sorted out the main points of this study after reading a lot of research findings from home and abroad.An initial model of theories is established for this study,and some related hypothesis are proposed.With reference to the well-designed measurement tables used by the scholars from home and abroad,the author formulates the measurement tables for this study.Valid samples have become available in the form of 457 questionnaire copies.With the help of data analysis software such as SPSS26.0 and AMOS21.0,the model of theories and the hypothesis are tested and verified.The results are as follows:(1)On various mobile e-commerce platforms,the consumers’ shopping experience is composed of five aspects,four of which influence the consumers’ intention to buy the same products repeatedly via the consumers’ satisfaction and their trust,such as sensory experience,service experience,interaction experience and social experience.Sentimental experience,namely the fifth aspect of the shopping experience,does not have significant influence on the consumers’intention to buy the same products repeatedly.(2)On various mobile e-commerce platforms,the consumers’ satisfaction and their trust play the role of an intermediary in the relation between their shopping experience and their intention to buy the same products repeatedly.The originality of this study mainly includes the following points:(1)From the perspective of the shopping experience on the mobile e-commerce platforms,this paper expounds the five aspects of shopping experience,such as sensory experience,sentimental experience,service experience,interaction experience,and social experience.So far,few of the related studies have shed light upon the interaction experience and the social experience,which are the prevailing trend in the development of e-commerce.In consideration of the actual consumption on the Internet,this study incorporates the relatively novel aspects of the shopping experience,which helps to enrich and expand the content in the research.(2)In combination with the exploration of S-O-R model,the consumers’ satisfaction and the consumers’ trust,which fall within the scope of psychology,are selected as the variants so as to construct a structural equation model.This model includes more aspects of the consumers’ shopping behaviors,which can provide some references to the development of e-commerce in the new environment of retail business.