| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 106 === In a competitive environment, whether an enterprise is innovating or not becomes a
key factor of the competition. The only way that makes the companies more
competitive in the industry is keeping innovating and providing services which attract consumers. Although the e-commerce is developing, the experiences of customers in the stores cannot be replaced. Therefore, this study takes the innovation ability and the customer experiences as the research, and discusses the influence on consumers' purchase intention, also uses the perceived value as the mediating variable. According to the results of this study, we found that the innovation ability and the customer experiences have a significant impacting on purchase intentions, and perceiving value has some mediating effects between the innovation ability and the customer experiences.
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