Impact of Online Customers’ Shopping Experience on Purchase Intention

Abstract: The aim to acquire online is crucial and intriguing in the current climate. It directly influences client purchasing decisions. Consequently, firms employ several marketing strategies to capture customer attention for purchasing decisions. This study presents a model of customer experience and purchase intention in an electronic environment, incorporating the moderating effect of perceived risk. A total of 179 internet users were solicited to contribute data using a distributed questionnaire utilizing a non-probability convenience sampling method. Additionally, multiple regression analysis was employed to evaluate the model of customer experience and online purchase intention, incorporating the sub-dimensions of customer experience: interaction, informativeness, convenience, and trust aspects. Process analysis was employed to assess the moderating effect of perceived risk on the relationship between consumer online experience and purchase intention. The study's results unequivocally demonstrate that trust and convenient influence frequent purchasing in an online context. The perceived risk does not influence the link between consumer perceived experience and purchase intention.