• Fashion & Textile Research Journal
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• v.23 no.1
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• pp.57-69
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• 2021

This study investigated the influences of experiential marketing components on shopping flow, store satisfaction, and purchase intention in fashion complex culture stores. The mediating effects of shopping flow and store satisfaction were also explored in the relationship between experiential marketing components of fashion multi-tasking culture stores and purchase intention. An online survey was conducted with male and female shoppers between the ages of 20 and 30 in Shanghai, China who visited fashion multi-tasking culture stores. Data from 165 participants were analyzed employing SPSS 24.0 and AMOS 24.0. There were several meaningful results of this study. First, the analysis of the subdimension of experiential marketing components (Sense, Feel, Think, and Act-Relate) clearly showed a factorial construct. Second, the components of experiential marketing showed significantly positive effects on shopping flow and store satisfaction in the fashion multi-tasking culture store. Third, the shopping flow and store satisfaction played important medicating roles in the relationship between experiential marketing components (Act-Relate on shopping flow, Sense and Act-Relate on store satisfaction) and purchase intention. The results suggest that experiential marketing components with shopping flow and store satisfaction should be promoted among Chinese consumers to enhance purchase intentions in fashion multi-tasking culture stores.

• Journal of the Korean Society of Costume
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• v.63 no.8
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• pp.90-105
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• 2013

The purpose of this study was to explore how experiential factors in sportswear stores influenced store satisfaction, brand preference, and purchase intention among potential consumers, and to reveal the moderating effects of impulsive buying. The subjects of this study were 306 male and female adults in their 20s and 30s, who had visited sports brand stores within the past year. To analyze the data, Cronbach's ${\alpha}$, structural model analysis and path analysis were performed. The results of this study were as follows. First, there is a strong relationship between store satisfaction and experiential factors in sportswear apparel stores. All experiential factors significantly influenced store satisfaction in a positive direction. Second, consumers' store satisfaction positively influenced on brand preference. Third, consumers' store satisfaction had positive influences on their purchasing intention. Fourth, consumers' impulsive buying tendency showed significant moderating effect on the experiential factors. Consumers with low level of impulsive buying tended to be influenced more by 'think', 'relate', and 'sense' experiential factors on their store satisfaction. However, consumers with a high level of impulsive buying tendency revealed that they were more likely to be influenced by 'act' and 'feel' experiential factors.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.277-294
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• 2023

As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were analyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experiential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and increased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, consumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertainment experiences.

• Journal of Distribution Science
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• v.20 no.1
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• pp.67-76
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• 2022

Purpose: The purpose is to verify the impact of the store environment on interpersonal service quality (ISQ), shopping value and patronage intention, as well as the moderating role of the store format: supermarkets vs hypermarkets. This is significant as previous studies on retailing neglected the effect of interpersonal service quality on the experiential shopping value. The comparison of the model between two retailing formats (hypermarkets and supermarkets) provides a significant contribution and responds to a need to provide insights regarding the moderation of the store types on the contribution of interpersonal service quality and experiential value to customer's retention. Research design, data, and methodology: The hypotheses have been tested after analyzing the data of a survey among 405 consumers exiting stores representing various retailing stores in Tunisia. A Structural model have been finally verified by a path analysis after applying a confirmatory factorial analysis. Multigroup analyses on AMOS allowed to verify the moderation of store types. Results: Results mainly show that patronage intention is affected by the experiential perceived value dimensions. The latter is a direct consequence of ISQ and an indirect outcome of perceived shopping environment. The impact of value, environment and ISQ is moderated by the store type.

• Journal of Fashion Business
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• v.27 no.1
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• pp.50-60
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• 2023

The purpose of this study was to understand the factors with consumers' fashion experiential store experiences and investigate the effect on flow and brand attitude. The study also aimed to investigate whether gender moderated the relationship between consumers' fashion experiential store experiences and flow. An online survey of consumers in their 20s and 40s was conducted. The SPSS 27.0 program was used to perform frequency, factor, and reliability analysis. The structural equation model was analyzed using the SMART-PLS program. The structural model analysis confirmed that consumers' rational, physical, and relational experiences in fashion brand experiential stores strongly influenced flow and found that relational experience had the strongest influence on flow. The influence of rational, physical, and relational experiences and flow on brand attitude was confirmed, where flow had the strongest effect on brand attitude. The examination of the moderating effect of gender on the relationship between consumers' fashion experiential store experiences and flow found that the effect in men was significant for flow and brand attitude through rational experience and that the effect in women was significant for flow and brand attitude through relational experience. These results provide academic implications, and by strengthening consumer flow, we intend to propose the establishment of a marketing strategy and opportunity plan that can elicit a positive brand attitude.

• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.184-192
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• 2006

On this study, we are focusing on the spatial value of the flagship store as an effective way of experiential communication for a brand. The purpose of this study is to create effective methods for the spatial identity by connecting significance of experiential communication and strategic factors of experiential marketing. The process of this research is summarized as follows: First, we select some cases of the flagship stores realizing differentiated methods of experiential marketing and classify the types according to the marketing strategy. Second, we can analyze each function in the context of social, cultural life style. Finally, for the company flagship stores can be a tool to construct a sustainable brand image and tool differentiation, and at the same time for the consumer they can create relationships through customers' experience in the space expressing brand identity and style. Also, flagship stores can be valued as a place offering emotional experiences of cultural consumption as well as product consumption when planned given the style suitable for brand image and strategies.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.223-245
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• 2007

Purpose: While empirical importance of dimensionality of perceived value is widely accepted, our understanding of experiential value dimensions in other retail channels and other cultures has not been explicitly tested. This study attempted to determine if the dimensions of experiential value scale (EVS) by Mathwick, Malhotra, and Rigdon (2001) identified in US catalog and Internet contexts could be applied in other international markets (South Korea) and in other retail channels (department store versus Internet shopping mall). Methodology/Approach: Two data sets, one from 220 department store shoppers and the other from 359 Internet shopping mall shoppers, were analyzed. Findings: Confirmatory factor analysis confirmed four different EVS dimensions by retail channels. Overall, entertainment and intrinsic enjoyment values were found to be more important in department store while economic and efficiency value dimensions were interpreted critical in Internet shopping mall context. Visual appeal aspect constitutes distinct value dimension in two channels. Practical Implications: One separate dimension of time efficiency in Internet shopping mall suggests that more efficient web design and functions that can save time and promote convenience are needed to better accommodate their customers. Internet has heavily relied on traditional attributes, such as factual information, price comparability, and brand name reliance. However, this study suggests that Internet shopping mall retailer should offer visual diversion and stimulation just as brick and mortar shopping malls do. Originality /Value of Paper: Although the research findings must be viewed as tentative because the results are from one country, they provide a rich basis for further understanding the dimensions of experiential value in other international markets and other retail channels. Category: Research Paper

• Journal of Distribution Research
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• v.13 no.3
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• pp.1-25
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• 2008

This study, from a temporal standpoint, seeks to validate the relationship between prior shopping experience, a pre-experiential construct, and impulsive/planned purchase intentions, a post-experience construct, based on strategic experiential module advocated by Schmitt (1999) by focusing on three key variables--prior shopping experience, on-site experiences, and emotional response to store atmosphere. Also, from a spatial standpoint, the study aims to valiadate the relationship between emotional response to store atmosphere and impulsive purchase intentions across three retail store types--department store, discount store, and internet store. Specific research purposes and findings are as follows. First, it was found that regardless of the degree of prior shopping, discount store and internet shoppers preferred cognitive shopping experience to emotional experience. Second, emotional shopping experience significantly influenced impulsive purchase intention, whereas cognitive shopping experience influenced planned purchase intention. Third, for discount store shoppers only did the interior colour serve as a positive moderator between emotional shopping experience and impulsive buying intention, while merchandise display served as a negative moderator.

• International Commerce and Information Review
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• v.10 no.1
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• pp.117-135
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• 2008

It may be claimed that generating revisit intention is very important task in online marketing environment. The purposes of this study were to investigate empirically the relationships among online experiential value, affect, trust and re-visit intention in Internet Shopping store. The results of this study suggest that the service experiential value and economic experiential value significantly have influence on trust and affect. But playfulness experiential and aesthetic experiential values had not effect trust. And trust and affect factors significantly influenced intention of re-visit. Based on major findings of this study, both academic and practical issues were discussed and suggestions in this paper.