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http://dx.doi.org/10.29214/damis.2019.38.3.013

A Study on the Influence of Customer Experience on the Intention to Stay in Store -The Moderating Role of Self-Construal Levels-  

Suh, Mun-Shik (Dept. of Business Administration, Pusan National University)
Hur, So-Ram (Dept. of Business Administration, Pusan National University)
Publication Information
Management & Information Systems Review / v.38, no.3, 2019 , pp. 211-225 More about this Journal
Abstract
In recent years, consumers emphasize the various sensory experiences in the process of shopping rather than the practical value of shopping results. In order to satisfy consumers' diverse needs, retailers transform their offline stores into experiential spaces to encourage consumers to experience diverse and enjoyable experiences. This study divided the sub-factors of customer experience into hedonic experiences, functional experiences, and social interaction experiences, and investigated the effect of sub - factors of customer experience on consumers' enjoyment and intention to stay in off-line store. In addition, it is assumed that there will be a difference in the influence of three levels of customer experience on enjoyment according to the consumer's self-construal levels. As a result of this study, all of the hypotheses were supported except hypothesis 1 that the customer's hedonic experience has a positive effect on pleasure. In addition, as a result of verifying the moderating effect of self-construal levels, the self-construal level of consumers has no significant effect on the path of hedonic experiences on pleasure, but significant moderating effects of self-construal levels were identified in the pathways of functional and social interactive experiences on pleasure. The results of this study will be helpful in identifying and utilizing differentiated experience marketing strategies in the off-line stores that only offline channels can have in the fierce competition due to the diversification of distribution channels.
Keywords
Customer Experience; Enjoyment; Intention to Stay; Self-construal Levels;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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