______________________________________________________________ AbstractThe online purchase intention is very critical and fascinating in today's eenvironment. It has direct involvement in customer decision making in terms of purchase. Thus, corporations use various marketing tools to seize customer attention for product purchase decision. This study provides the model of customer experience and purchase intention in e-environment. A total of 326 internet users were requested to provide the data through distributed questionnaire using non-probability econvenience sampling technique. Further, Analysis of Moment Structure was employed and Structural Equation Model was used to measure the model of customer experience and online purchase intention with customer experience sub-dimension i.e. online hedonic elements, online aesthetics and online functional elements. The result of the study clearly indicates that customer with tremendous experience tends to purchase frequently in an online environment. In other words, customer online experience is directly proportional to purchase intention. Hence, increase in online customer experience will increase purchase intention.

Marketing has drastically changed in the last two decades. It has been transformed from traditional to experiential science where organizations are constrained to adopt the strategical and experiential models to survive, grow, and lead in today’s cutting edge completion. In such a case, service experience has become a central point of exploration of how it could positively influence customer behavioral outcomes. In this study, the relationship between service experience and university passion surrounded by basic psychological need theory is explored in the context of education.  A non-probability e-convenience sampling technique was adopted and a total of 432 respondents contributed to this research by submitting their responses. The data were analyzed using the latest version of SmartPLS. The structural equation modeling was used to explore the hypothetical relationship between all latent variables i.e. service experience, esthetics, escapist, entertainment, education, basic psychological need, and university passion. The results of this study have revealed that consumers with extraordinary service experience are likely to be passionate keeping in view their basic psychological needs. Thus, university passion is directly linked with the service experience offered by the university.

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