新零售业态下顾客消费意愿的影响因素研究 - 基于顾客体验视角

The new retail industry is developing in full swing in practice，but it lacks a supporting research foundation in theory.From the perspective of customer experience，this paper tries to find out the factors that influence the consumer viscosity of new retail customers by assuming and validating the influencing factors model of new retail customers undefined consumption intention.The rationality of the influence factor design is verified by factor analysis，and the feasibility of the initial hypothesis model is further verified by correlation analysis and multivariate regression analysis.The results show that perceived usefulness，quality of service，platform reputation and marketing strategy have a significant positive impact on consumer willingness，while perceived risk has a significant negative impact.After clarifying the understanding of this problem，this paper points out the theoretical basis for the direction of the new retail business model change，and puts forward some suggestions for the development of the new retail business model.