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http://dx.doi.org/10.14400/JDC.2019.17.11.117

The Impacts of Customer Participation and Relationship Commitment on Experience at Offline Stores and Moderating Effect of Brand Fanship -Focusing on Chinese Consumers-  

Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
Chen, Yi Tao (Dept. of International Business, Chungbuk National University)
Publication Information
Journal of Digital Convergence / v.17, no.11, 2019 , pp. 117-126 More about this Journal
Abstract
This research examined whether and how prior customer participation and the relationship commitment of the brand enhance experiential behaviors of offline stores such as Apple, Huawei, MI, Oppo, Samsung, Vivo. A structured self-report questionnaire was administered to collected 258 survey responses and structural equation modeling was applied using SPSS and AMOS. The results of this study are as follows: First, customer participation increased normative commitment, emotional commitment, and persistent commitment. Second, the relationship commitment of consumers enhanced various experiential behaviors such as entertainment experience, educational experience, escapist experience, and aesthetic experience. Third, consumers with high brand fanship reported more positive aesthetic and escapist experience. The results of this study are expected to provide effective marketing strategies for companies setting up offline experience stores by understanding customer participation and involvement that should be considered for consumers targeted.
Keywords
Customer Participation; Relationship Commitment; Experience Behavior; Brand Fanship; Moderating Effect;
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Times Cited By KSCI : 5  (Citation Analysis)
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