Research On The Influence Of Interactive Experience On Consumers’ Purchase Intention In The Context Of New Retail

Under the current background of "new retail + experience economy",consumers are also paying more and more attention to consumption experience.However,problems such as the single traditional retail experience channel,faults in information interaction,customer satisfaction and trust are still not well resolved,and further research is needed for the development of online and offline integration.Based on this,this paper conducts research on the influence of interactive experience on consumers’ purchase intention in the context of new retail.This article constructs an empirical model based on S-O-R theory,consumer behavior theory,and trust theory;The independent variable of the model is online and offline interaction experience,the dependent variable of the model is consumer purchase intention,and the intermediary variable is relationship quality.Secondly,this article collects empirical research data through a questionnaire survey method.Once again,using SPSS software,the influencing factors of interaction experience on consumer purchase intention in the context of new retail were studied through reliability analysis,validity analysis,correlation analysis,and regression analysis.Research shows that online and offline interactive experiences significantly promote consumers’ willingness to purchase;In addition,relationship satisfaction and trust play a mediating role in the independent variable of online and offline interaction experience affecting consumer purchase intention.Finally,the article puts forward suggestions from the perspective of promoting consumer purchase intention,namely: building an online and offline interactive experience architecture,improving consumer service quality,and strengthening the quality of relationships between enterprises and consumers.