A study on the relationship between consumers' offline experience and purchase intention under the new retail model
新零售模式下消费者线下体验与购买意愿的关系研究

摘要

新零售模式的兴起不仅推动了线上购物的发展，也深刻影响了线下零售体验的转型。消费者在这一模式下的线下体验与其购买意愿之间的关系，成为了零售商争夺市场份额的重要课题。本研究旨在探讨消费者在新零售模式下的线下体验如何影响其购买意愿，分析其关键因素，并通过实证数据揭示体验与购买决策的关系。产品展示、店铺环境、服务质量等因素直接影响消费者的购买决策，进而影响整体销售表现。本研究为零售商在优化线下体验方面提供了理论依据与实践建议。

Abstract

The rise of the new retail model has not only promoted the development of online shopping but also profoundly influenced the transformation of offline retail experiences. Under this model, the relationship between consumers' offline experiences and their purchase intention has become a crucial issue for retailers competing for market share. This study aims to explore how consumers' offline experiences under the new retail model affect their purchase intention, analyze the key influencing factors, and reveal the relationship between experience and purchase decisions through empirical data. Factors such as product display, store environment, and service quality directly impact consumers' purchase decisions, thereby affecting overall sales performance. This research provides theoretical basis and practical suggestions for retailers to optimize offline experiences.