Fashion, Industry and Education

The Costume Culture Association (복식문화학회)
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The Effects of Shopping Motivation and an Experiential Marketing Approach on Consumer Responses toward Small Apparel Retailers

  • Jeong, So Won (Dept. of Fashion and Textiles, College of Art & Cultural Industry, Sangmyung University) ;
  • Chung, Jae-Eun (Dept. of Consumer and Family Sciences, College of Social Sciences, Sungkyunkwan University) ;
  • Fiore, Ann Marie (Dept. of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University)
  • Received : 2017.08.29
  • Accepted : 2017.12.11
  • Published : 2017.12.31
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Abstract

The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.

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References

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