Browse > Article
http://dx.doi.org/10.14400/JDC.2019.17.5.167

The Effects of Experience and Environment Factors in Offline Stores on the Perceived Value and Revisit Intention  

Chen, Yi Tao (Dept. of International Business, Chungbuk National University)
Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
Publication Information
Journal of Digital Convergence / v.17, no.5, 2019 , pp. 167-178 More about this Journal
Abstract
This research examined how the experience factors and environmental factors of experience store impact the perceived value of the brand and whether the perceived value enhance revisit intention. We collected 258 survey responses and formed structural equation modeling. The results indicated that education experience and esthetics experience had positive impacts on emotional value, while entertainment experience had a positive impact on functional value. Among environment factors, lighting, employee service and layout of the store had positive impacts on functional value, while lighting and employee service had positive impacts on emotional value. Both of the functional value and emotional value enhanced the revisit intention of customers. The results of this study are expected to provide useful information about consumers to the companies managing offline experience stores.
Keywords
Experience Store; Experience factors; Environment factors; Perceived value; Revisit Intention;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 W. J. Lee, H. A. Pham & M. J. Seo. (2016). The Effects of the Vietnamese Tourist Travel Experience Elements on value, Satisfaction and Loyalty. The Korean Foodservice Association, 12(1), 107-116.
2 H. S. Lee. (2015). The Effect of Pine & Gilmore's Experience Factor(4Es) Theory on Rural Tourist Satisfaction: Focus on Mediating Effect of Perceived Value. International Journal of Tourism and Hospitality Research, 29(3), 109-121.
3 C. Y. Park & C. K. Lee. (2018). The effects of the experience factor of DMZ tour on perceived value and satisfaction using the experience economy theory. Journal of Tourism and Leisure Research, 30(7), 57-74.   DOI
4 Y. K. Lee, J. J. Lee & D. H. Park. (2000). The Impact of Hotel Chinese Restaurants' Environment on Service Evaluation and Purchase Behavior. Korean Hospitality and Tourism Academe, 9(2), 211-228.
5 R. J. Donovan, J. R. Rossiter, G. Marcoolyn & A. Nesdale. (1994). Store atmosphere and purchasing behavior. Journal of retailing, 70(3), 283-294.   DOI
6 J. L. Tam. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of marketing management, 20(7-8), 897-917.   DOI
7 Y. F. Kuo, C. M. Wu & W. J. Deng. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896.   DOI
8 S. K. Kang, C. K. Lee, Y. K. Lee & D. X. Li. (2016). A quality-value-attitude model: The case of Expo 2010 Shanghai. Journal of Hospitality & Tourism Research, 40(6), 764-771.   DOI
9 A. Morales, B. E. Kahn, L. McAlister & S. M. Broniarczyk. (2005). Perceptions of assortment variety: The effects of congruency between consumers' internal and retailers' external organization. Journal of Retailing, 81(2), 159-169.   DOI
10 Y. S. Yoon, J. S. Lee & C. K. Lee. (2010). Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.   DOI
11 G. Mohan, B. Sivakumaran & P. Sharma. (2012). Store environment's impact on variety seeking behavior. Journal of Retailing and Consumer Services, 19(4), 419-428.   DOI
12 H. J. Park, Y. K. Lee & J. W. Lee. (2015). The Impact of Environment Characteristics on Perceived Value and Visit Intention in Franchise Coffee Shops. Korea Society of Franchise Management, 6(2), 105-122.
13 M. J. Bitner. (1992). Service scapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 57-71.
14 S. I. Cho & C. Lee. (2012). A study on the visual merchandising based on Bernd H Schmitt's experiential marketing theory: Focusing on flagship stores in Ootesando. Bulletin of Korean Society of Basic Design &Art, 13(4), 317-325.
15 M. G. Gallarza & I. G. Saura. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behaviour. Tourism management, 27(3), 437-452.   DOI
16 C. M. Chiu, E. T. Wang, Y. H. Fang & H. Y. Huang. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.   DOI
17 Y. H. Jung. (2011). Effects of the Perceived Value of Convention & Exhibition Visitors on their Satisfaction, Revisit and Recommendation Intention. The Journal of the Korea Contents Association, 11(11), 145-155.   DOI
18 I. S. Choi & J. H. Cho. (2016). A Study on the Structural Relationships that Selection Attributes of Korean Restaurants have on Perceived Value, Customer Satisfaction and Revisit Intention: Centered on Exclusive Commercial Area in the Korean Restaurant. The Foodservice Management Society Of Korea, 19(2), 7-31.
19 A. Manthiou, S. Lee L, Tang & L. Chiang. (2014). The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, 28(1), 22-35.   DOI
20 G. Mohan, B. Sivakumaran & P. Sharma. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1732.   DOI
21 N. S. Terblanche. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48-59.   DOI
22 S. M. Yoon & T. H. Lee. (2012). Effect Relationship of The Experience on Emotion and Satisfaction in Theme Park : Focused on The Perspective of Experiential Marketing. Journal of Tourism and Leisure Research, 24(2), 289-308.
23 K. Y. Lee, J. H. Baek & K. D. Park. (2010). Effects of Consumers' Experience of Brand Shop on Brand Equity. Korean Journal of Communication Studies, 18(2), 83-103.
24 K. N. Kim. (2014). A Study on the Space Planning of Culture Contents Exhibition Hall (Based on case study). Journal of Digital Convergence, 12(5), 435-442.   DOI
25 B. J. Pine & J. H. Gilmore. (1998). Welcome to the Experience Economy. Harvard Business Review, 76, 97-105.
26 B. Schmitt. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.   DOI
27 S. Y. Park & S. Y. Yoon. (2012). A Study on the Expressive Characteristics in Multi Functional Corporate Culture Space of experiential marketing. Korean Institute of Interior Design Journal, 21.
28 J. H. Kim, H. J. Kim & J. S. Han. (2010). A Study on the Relations among Experience Element, Pleasure, Satisfaction and Behavioral Intention of Hotel Package Product. Journal of Consumption Culture, 13, 39-60.   DOI
29 M. J. Bitner. (1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 57-71.
30 A. Mehrabian & J. A. Russell. (1974). An approach to environmental psychology. the MIT Press.
31 D. Robert & R. John. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
32 W. R. Darden & J. K. Schwinghammer. (1985). Effects of Price. Brand and Store.
33 J. Baker, D. Grewal & A. Parasuraman. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.   DOI
34 Y. J. Yi & W. C. Kim. (1998). The Influence of Physical Environment on Service Quality Perception: Acomparative Study. Korean Marketing Review, 13(1), 61-86.
35 M. B. Holbrook. (1999). Consumer value: a framework for analysis and research. Psychology Press.
36 L. L. Berry, E. A. Wall & L. P. Carbone (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43-57.   DOI
37 H. J. Sung & J. H. Kim. (2014). The Influence of Guesthouses' Physical Environment on Customer Satisfaction and Revisit Intention: Moderating Effects of NPS. Journal of Tourism and Leisure Research, 26(6), 209-226.
38 B. S. Kim. (2018). An Empirical Study on the Revitalization of O2O: A Unified View of Offline Channel and Mobile Channel. Journal of Digital Convergence, 16(10), 115-123.   DOI
39 J. Swait & J. C. Sweeney. (2000). Perceived value and its impact on choice behavior in a retail setting. Journal of Retailing and Consumer Services, 7(2), 77-88.   DOI
40 J. N. Sheth, B. I. Newman & B. L. Gross. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.   DOI
41 C. H. Kim. (2002). The Influence of Store Environment on Quality Perception and Consumer Satisfaction. Journal of Marketing Management Research, 7(2), 59-85.
42 J. C. Sweeney & G. N. Soutar. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.   DOI
43 J. N. Sheth, B. I. Newman & B. L. Gross. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.   DOI
44 R. T. Rust, A. J. Zahorik & T. L. Keiningham. (1995). Return on quality (ROQ): Making service quality financially accountable. The Journal of Marketing, 58-70.
45 J. Y. Lee, S. A. Moon & K. I. Byun. (2017). The effect of service quality of coffee shops on customer satisfaction and revisit intentions at high and low price levels: Focusing on coffee customer in Daegu. Korean Journal of Hospitality &Tourism, 26(7), 1-19.
46 C. K. Lee, H. M. Kim & D. H. An. (2008). The Effect of Perceived Value for Japanese Tourists on Their Satisfaction and Revisit Intention to Korean Tourism. Journal of Tourism and Leisure Research, 20(4), 69-85.
47 J. F. Engel & R. D. Blackwell & P. W. Miniard. (1995). Consumer behavior(8th). New York: Dryder.
48 H. S. Bae & S. L. Kim. (2016). The Structural Relationships among Customer Experience, Customer Satisfaction, Customer Delight and Revisit Intention of Airport Users. Institute for Humanities and Social Sciences, 7(3), 709-730.
49 J. F. Qing, W. K. Kim & W. Shan. (2015). The Effects of Consumer Experiences on Enterprise Brand Equity in Mobile Telecommunication Experience Store: A Comparison between Korean and Chinese Consumers. The Academy of Customer Satisfaction Management, 17(2), 69-93.
50 J. J. Brakus, B. H. Schmitt & L. Zarantonello. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.   DOI
51 H. J. Song. (2013). The Effect of 2012 Yeosu Expo Visitors' Experience on Perceived Value and Satisfaction : Focusing on the Theory of Experience Economy. Korean Journal of Hospitality and Tourism, 22(6), 159-174.
52 J. S. Lee, H. J. Song & C. K. Lee. (2011). A Study on The Experience, Experiential Value, and Satisfaction of 3D Film Based on The Pine and Gilmore's Experience Economy Theory: The Case of The Film 'Avatar'. Journal of Tourism and Leisure Research, 23(5), 281-298.