中文摘要：

互联网作为各类新兴商业行为的交易载体,其消费行为有很多新的特点,例如在网络中的交易行为都由各相关节点之间的信息传递来完成,而非传统的面对面交易。互联网中的产品体验以产品价值理论为基础,具有系统性和复杂性的特征。任何产品或服务所提供的价值都包括功能性价值、社会性价值、情感性价值、认知价值和情景价值。结合网络消费的特点,实证发现,产品的情感价值体验对消费购买决策的影响不显著,这与互联网的交易环境有关,在线上购买中,消费者购买决策往往更加关注于产品在其他方面的体验效果。产品的功能价值、社会价值和网络价值对购买决策的影响较为显著,说明了互联网特性及产品功能、社会性因素在网络购买中承担了重要的作用。

英文摘要：

Product experience as a new research has significant value for services marketing theory and business practice.This paper is based on the theory of product value,study the oline purchase decision models in the value of product experience from the perspective of the consumer-centric.Empirical analysis the important influence of product features,emotional,social and networking value of the consumer purchase decision.This paper will provide a theoretical support and reference for follow-up theories on Product experience research and business practice.