Evaluating the Impacts of Customer Experience on Purchase Intention

Abstract

With the emerging of experience economy, more and more scholars start to put more effort in exploring the knowledge of experiential marketing. As one of the core concepts in the experiential marketing, customer experience has been used as a base to predict the customer purchase intention. The purpose of this research paper is to discover the relationships between customer experience (including sensory experience, emotional experience and social experience) and purchase intention. A total of 330 respondents being investigated in this research. The results from the study concluded that only the emotional experience and social experience have significant positive impacts on the purchase intention; the sensory experience positively influences the emotional experience; the emotional experience is positively related to the social experience; the sensory experience has positive impact on the social experience; there is a positive relationship between the sensory experience and purchase intention, mediated by emotional experience; there is a positive relationship between the emotional experience and purchase intention, mediated by social experience; and lastly there is a positive relationship between the sensory experience and purchase intention, mediated by social experience.