An Empirical Investigation of Consumer Experience on Online Purchase Intention

Abstract

In order to examine which kind of consumer experience affect shopping site familiarity and then affect customer trust and consumer choice. This study found website usage and advertising to be the most influential predictor of a consumer’s website familiarity, particularly their level of subjective familiarity. E-WOM also impacts familiarity. However, only objective familiarity can increase trust levels, subjective familiarity cannot. These conclusions indicate the more actual know the more trust. Results also displayed that trust play an important part in the consumers’concern to make a purchase decision.