Evaluating the Impacts of Customer Experience on Purchase Intention

Amir Nasermoadeli, Kwek Choon Ling, Farshad Maghnati

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.

Full Text: PDF DOI: 10.5539/ijbm.v8n6p128

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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