文章基本信息

标题：Goal, customer experience and purchase intention in a retail context in China: An empirical study
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作者：Zi-Ying Yang ; Ling-Yun He
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：16
页码：6738-6746
DOI：10.5897/AJBM10.1287
语种：English
出版社：Academic Journals
摘要：In a retail business, how does goal affect customer experience? What are the relationships among the various dimensions of customer experience? And how does customer experience influence consumer’s purchase intentions? In a retail business, the impacts of goal on customer experience are widely acknowledged to be important in current literature. To investigate this problem, we need to identify the relationships among the various dimensions of customer experience, which may significantly influence consumer’s purchase intentions. We address these related questions by using structural equation model with the data in China. The results indicate that: (1) utilitarian-oriented goals have a significant effect on sensory experience and social experience, while the effect of these goals on emotional experience is insignificant. And hedonic-oriented goals have a positive effect on sensory experience, emotional experience and social experience. (2) In terms of the dimensions of customer experience, higher sensory experience leads to higher emotional experience and higher social experience, while the impact of emotional experience on social experience is insignificant. (3) Emotional experience and social experience have a positive effect on purchase intentions, and sensory experience has an indirect impact on purchase intentions. Based on these findings, we propose some managerial implications and suggestions.
关键词：Goals; customer experience; purchase intentions