Article: I | Volume: 4 | No. 1 | January - July, 2017

The Model of Customer Experience and Purchase Intention in Online Environment

Muhammad Zahid Maitlo1*

Department of Business Administration, Shah Abdul Latif University, Khairpur Mir’s
*Corresponding Author: zahidmaitlo2011@gmail.com

Neelam Jugwani2

Department of Business Administration, Dadabhoy Institute of Higher Education, Karachi

Rehman Gul Gilal3

Department of Business Administration, Shah Abdul Latif University, Khairpur Mir’s

View Abstract

The online purchase intention is very critical and fascinating in today’s e-environment. It has direct involvement in customer decision making in terms of purchase. Thus, corporations use various marketing tools to seize customer attention for product purchase decision. This study provides the model of customer experience and purchase intention in e-environment. A total of 326 internet users were requested to provide the data through distributed questionnaire using non-probability e-convenience sampling technique. Further, Analysis of Moment Structure was employed and Structural Equation Model was used to measure the model of customer experience and online purchase intention with customer experience sub-dimension i.e. online hedonic elements, online aesthetics and online functional elements. The result of the study clearly indicates that customer with tremendous experience tends to purchase frequently in an online environment. In other words, customer online experience is directly proportional to purchase intention. Hence, increase in online customer experience will increase purchase intention.
Keywords: Customer Experience, Purchase Intention, Structural Equation Model.