Impact of Online Customers’ Shopping Experience on Purchase Intention

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Customer experience significantly impacts purchase intention in online retail, emphasizing the importance of trust and convenience.
Trust and convenience are key drivers for frequent purchasing decisions in an online environment, according to multiple regression analysis results.
The study utilized a survey of 179 internet users to evaluate the influence of various customer experience sub-dimensions on purchasing behavior.
Perceived risk does not affect the relationship between customer experience and purchase intention, highlighting an area for further research.

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Analysis reveals customer experience boosts purchase intentions, indicating the role of perceived risk in online shopping.

Myat et al. (2025) studied this question.

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