Evaluating the Impacts of Customer Experience on Purchase Intention

With the emerging of experience economy, more and more scholars start to put more effort in exploring theknowledge of experiential marketing. As one of the core concepts in the experiential marketing, customerexperience has been used as a base to predict the customer purchase intention. The purpose of this research paperis to discover the relationships between customer experience (including sensory experience, emotionalexperience and social experience) and purchase intention. A total of 330 respondents being investigated in thisresearch. The results from the study concluded that only the emotional experience and social experience havesignificant positive impacts on the purchase intention; the sensory experience positively influences the emotionalexperience; the emotional experience is positively related to the social experience; the sensory experience haspositive impact on the social experience; there is a positive relationship between the sensory experience andpurchase intention, mediated by emotional experience; there is a positive relationship between the emotionalexperience and purchase intention, mediated by social experience; and lastly there is a positive relationshipbetween the sensory experience and purchase intention, mediated by social experience.