Abstract
Purpose - This paper aims to verify the hypothetical relationships between antecedent and consequence variables of consumer’s shopping experiences based on an experiential typology advocated by Schmitt (1999). Specifically, the study seeks to achieve the following three research objectives. Firstly, the study takes an holistic view of shopping experiences by adopting three experiential components (sensory, affective, and rational) with a view to uncovering the roles of antecedent (shopping motives) and consequence (impulse buying) of shopping experiences. Specifically, the study seeks to affirm the effects of shopping motives on shopping experiences for three types of retail store (department store, discount store, and internet store) and two product types (perfume and detergent). Secondly, the study confirms whether store type and product type influence the kind of experience preferred by shoppers and verifies whether types of product and store moderate the relationship between shopping motives and shopping experiences. Thirdly, the study investigates the effects of shopping experiences on impulse buying, with special attention given to the role of store atmospherics.Design/methodology/approach - This study primarily aimed to validate the antecedent and consequence of shopping experiences of retail shoppers. To contextualize shopping experiences, the degree of preference for three types of shopping experiences (SENSE, FEEL, THINK) at three store types (department store, discount store, and internet) was asked. In addition, shopper’s preference for the same experience types with regard to two product categories (perfume and detergent) was asked separately. For the experiential measure of shopping, three of the five SEMs (i.e., SENSE, FEEL, THINK) proposed by Schmitt (1999) were adapted after some context-specific modifications. Data collection was conducted by administering survey questionnaires. The questionnaire was completed by means of pilot test on graduate students enrolled at a major university located in Seoul. The pilot testing involved qualitative assessment of the questionnaire items' reliability and validity through modification and deletion of unnecessary or inappropriate items. The data for this study was collected from the students who were taking several classes at the same university. Completed questionnaires were collected of which 302 were used for data analysis after discarding 8 questionnaires deemed incomplete and unusable. SPSS (Windows version 15) was used for data analysis. Findings - The study found that shopping motives had significant effects on shopping experiences. Product-based shopping motive exerted greater significant influence on shopping experiences than experience-based motive. The result showed that product type (detergent) was a significant moderator between experience-based shopping motive and sensory experience. And, both department store and discount store were found to significantly moderate between experience-based motive and affective experience. It also found that affective shopping experience boosted impulse buying and rational experience decreased it significantly at department store. But no consistent pattern of influence was detected for the effects of atmospherics on impulse buying when examined by store type.Research limitations/implications - The overall findings from this study suggest that more work need be done to explore shopping experience not only as an antecedent to buying behavior, but a consequence of shopper’s inner needs such as shopping motives. The findings reinforce the view of experiential marketers who regard experiences as a critical factor for formulating useful marketing strategies designed to boost the outcome of product-based marketing strategies. Further studies need to be done to include a more diverse set of antecedents of shopping experiences, such as shopping values or shoppers’ involvement or prior shopping experience or knowledge. Also, future studies need to include a greater variety of product categories and add socio-cultural experience modules (act & relate), which will help fully explore the holistic nature of shopping experiences. One extension of this study would be to link shopping experiences with brand relationship concept, as consumers who consistently experience products or services themselves would form strong brand affinity based on self-image congruity. Practical implications - The study finding that types of shopping experiences responded more significantly to product-based shopping motive than experience-based one, underscores the usefulness of motives-based consumer typology in the context of experiential marketing. The finding illustrates the possibility of using shopper’s motives as one of target segments to select desired customer groups. Also,the study result implies that product type and store type need to be taken into consideration when formulating retailing strategy based on shopping motives to determine the optimal combination of product type (hedonic and utilitarian) and store type (department store, discount store, internet store) and shopping motive (product-based and experience-based). Originality/value - The study results will offer important retailing implications which accommodate customers’ experiential needs that are not only consumer-centric but also context specific. The study reflects the growing recognition of the role of sensory stimuli, as they were found to influence ad and brand effectiveness (Lindstrom 2005; Yoon 2009). Also, antecedents of experiential shopping in relation to its impact on impulse buying have not been fully explored in the past.
Purpose - This paper aims to verify the hypothetical relationships between antecedent and consequence variables of consumer’s shopping experiences based on an experiential typology advocated by Schmitt (1999). Specifically, the study seeks to achieve the following three research objectives. Firstly, the study takes an holistic view of shopping experiences by adopting three experiential components (sensory, affective, and rational) with a view to uncovering the roles of antecedent (shopping motives) and consequence (impulse buying) of shopping experiences. Specifically, the study seeks to affirm the effects of shopping motives on shopping experiences for three types of retail store (department store, discount store, and internet store) and two product types (perfume and detergent). Secondly, the study confirms whether store type and product type influence the kind of experience preferred by shoppers and verifies whether types of product and store moderate the relationship between shopping motives and shopping experiences. Thirdly, the study investigates the effects of shopping experiences on impulse buying, with special attention given to the role of store atmospherics.Design/methodology/approach - This study primarily aimed to validate the antecedent and consequence of shopping experiences of retail shoppers. To contextualize shopping experiences, the degree of preference for three types of shopping experiences (SENSE, FEEL, THINK) at three store types (department store, discount store, and internet) was asked. In addition, shopper’s preference for the same experience types with regard to two product categories (perfume and detergent) was asked separately. For the experiential measure of shopping, three of the five SEMs (i.e., SENSE, FEEL, THINK) proposed by Schmitt (1999) were adapted after some context-specific modifications. Data collection was conducted by administering survey questionnaires. The questionnaire was completed by means of pilot test on graduate students enrolled at a major university located in Seoul. The pilot testing involved qualitative assessment of the questionnaire items' reliability and validity through modification and deletion of unnecessary or inappropriate items. The data for this study was collected from the students who were taking several classes at the same university. Completed questionnaires were collected of which 302 were used for data analysis after discarding 8 questionnaires deemed incomplete and unusable. SPSS (Windows version 15) was used for data analysis. Findings - The study found that shopping motives had significant effects on shopping experiences. Product-based shopping motive exerted greater significant influence on shopping experiences than experience-based motive. The result showed that product type (detergent) was a significant moderator between experience-based shopping motive and sensory experience. And, both department store and discount store were found to significantly moderate between experience-based motive and affective experience. It also found that affective shopping experience boosted impulse buying and rational experience decreased it significantly at department store. But no consistent pattern of influence was detected for the effects of atmospherics on impulse buying when examined by store type.Research limitations/implications - The overall findings from this study suggest that more work need be done to explore shopping experience not only as an antecedent to buying behavior, but a consequence of shopper’s inner needs such as shopping motives. The findings reinforce the view of experiential marketers who regard experiences as a critical factor for formulating useful marketing strategies designed to boost the outcome of product-based marketing strategies. Further studies need to be done to include a more diverse set of antecedents of shopping experiences, such as shopping values or shoppers’ involvement or prior shopping experience or knowledge. Also, future studies need to include a greater variety of product categories and add socio-cultural experience modules (act & relate), which will help fully explore the holistic nature of shopping experiences. One extension of this study would be to link shopping experiences with brand relationship concept, as consumers who consistently experience products or services themselves would form strong brand affinity based on self-image congruity. Practical implications - The study finding that types of shopping experiences responded more significantly to product-based shopping motive than experience-based one, underscores the usefulness of motives-based consumer typology in the context of experiential marketing. The finding illustrates the possibility of using shopper’s motives as one of target segments to select desired customer groups. Also,the study result implies that product type and store type need to be taken into consideration when formulating retailing strategy based on shopping motives to determine the optimal combination of product type (hedonic and utilitarian) and store type (department store, discount store, internet store) and shopping motive (product-based and experience-based). Originality/value - The study results will offer important retailing implications which accommodate customers’ experiential needs that are not only consumer-centric but also context specific. The study reflects the growing recognition of the role of sensory stimuli, as they were found to influence ad and brand effectiveness (Lindstrom 2005; Yoon 2009). Also, antecedents of experiential shopping in relation to its impact on impulse buying have not been fully explored in the past.
