Research on the influence of consumer experience value on flow experience

With the rapid improvement of people's living standards in recent years and gradual change consumption habits, era focusing on experience economy has also followed. Mathwick, Malhotra & Rigdon (2001) put forward concept "experience value". He Zhou (2013) pointed out that whether it is a traditional offline store or an online shopping platform, providing consumers with good excellent value not only closely linked to company's marketing strategies such as market segmentation, product differentiation positioning, but key competitive advantage. Although some scholars have discussed relationship between experiential flow experience, they yet conducted in-depth research study subject. Therefore, this uses sites investigate experience.This platforms target industry Taobao specific scope multiple channels issue questionnaires. In end, total 433 questionnaires are returned, which 45 invalid deducted 388 valid accepted.After analysis using statistical tools SPSSAU IBM SPSS Amos, results show:The aesthetics significant positive correlation intrinsic interest experience.The playfulness sense control, attention focus, curiosity, control service excellence experience.