A Study of Consumer Purchase Intention in the Service Industry: from the Perspective of Flow Experience

The rapid development of the Internet has had a sustained impact on offline economic development, and the online economy has had a huge impact on the physical economy. However, with the arrival of the experience economy, the recovery of the offline economy has put forward higher requirements for offline physical stores. In the face of the impact of the Internet, how to maintain consumers and stabilize customer sources is an urgent problem for offline brick-and-mortar stores. Taking the offline catering industry as an example, this study takes SOR theory as the basis and combines flow experience to explore whether flow experience affects customer loyalty in offline environment and examine the moderating effects of novelty seeking. The results of the study show that service innovation, customer engagement and environmental quality all have a significant positive effect on consumer immersion, while flow experience positively affects customer loyalty. Therefore, the offline catering enterprises should pay more attention to the impact of customer experience and environmental quality on customers as a way to improve customer loyalty.