A Study on Online Customer Experience of Purchasing in New Social Applications

In recent years, new social software, mainly Douyin and Xiaohongshu, has gradually emerged, becoming a "must-have place" for merchants to do marketing and promotion. The characteristics of the phrase that there is traffic and sales are interpreted in the new social software. The most vivid. In such a market environment, it is particularly important for merchants to make good use of these new social software to improve consumers' online customer experience and make breakthrough progress in marketing.In this study, the method of questionnaire survey was used for the investigation. A total of 298 valid questionnaires about online customer experience. This study verified a series of assumptions. First, it revealed the influence of the four preceding variables on the online customer experience and the moderating effect of blogger trust on them. Second, it verified the new social software online customer experience for purchase intentions. Positive impact. It also provides suggestions for the promotion of new social software by merchants and the future prospect of research, hoping to provide reference for the research on the online customer experience of new social software.