Research of Service Qulity’s Influence on Consumers’ Purchase Intention
|Keywords||Service quality customer experience purchase intention|
Service quality plays an important role to the purchase intention. If service quality is good, the customer experience will be good, and the customers’purchase intention will be good, too. The former researchers have had a lot of studies about the influences of service quality to purchase intention and generally think service quality has a direct or indirect influence on the consumer’s purchase intention. However, there is no scholar have studied service quality’s influence on consumer purchase intention from the perspective of customer experience. This study focuses on the influence mechanism of service quality to the consumer’s purchase intention with the breakthrough point of customer experience and comes to the conclusion by an empirical study that service quality has no direct influence on consumer’s purchase intention, but service quality has an indirect influence on cunsumer’s purchase intention through "customer experience"the intervening variable, among the three elements of customer experience, functional experience has no significant positive influence on purchase intention, emotional experience and social experience have significant positive influence on purchase intention, and the effect of emotional experience is larger than that of social experience.