Purpose

An experiential retailing strategy is considered cardiotonic for consumers and brands. When such a stimulus is used, what cognition and behaviors are generated is an issue worthy of study. Therefore, the purpose of this study is to explore the factors and mechanisms that affect consumer response and relationship quality through empirical research.

Design/methodology/approach

Based on theoretical deduction, this paper proposes a conceptual model that includes four antecedents: experiential scene atmosphere (ESA), highlight design, interaction approach and value fit. These affect consumer–brand relationship quality (CRQ) through consumer identification (CI), brand identity (BI) and experiential immersion degree. In two rounds of predictive tests, 624 and 481 valid data were collected, respectively, and the feasibility of the scale was verified scrupulously. Furthermore, 427 participants reported the participants' tendencies in a formal empirical study.

Findings

The results show that the direct effects of antecedents, mediators and dependent variables are significant. Although the mediating effect of BI in experiential highlighting design on CRQ is not supported, other consumer response variables have a full or partial mediating effect.

Originality/value

This study not only functions as an innovation of research perspective enriching the theoretical framework of the influence mechanism of experiential retailing, but also strengthens the discussion on the role of value fit, especially emotional value fit, in experiential retailing.

中文翻译：

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体验式零售消费者行为的前因和中介

目的

体验式零售策略被认为对消费者和品牌来说是强心剂。当使用这样的刺激时，会产生什么样的认知和行为是一个值得研究的问题。因此，本研究旨在通过实证研究探索影响消费者反应和关系质量的因素和机制。

设计/方法/途径

基于理论推导，本文提出了一个包含四个前因的概念模型：体验式场景氛围（ESA）、亮点设计、交互方式和价值契合。这些通过消费者识别 (CI)、品牌识别 (BI) 和体验沉浸度影响消费者-品牌关系质量 (CRQ)。两轮预测测试分别收集了624和481个有效数据，认真验证了量表的可行性。此外，427 名参与者在正式的实证研究中报告了参与者的倾向。

发现

结果表明，前因、中介和因变量的直接影响是显着的。虽然不支持 BI 在体验突出设计中对 CRQ 的中介作用，但其他消费者反应变量具有完全或部分中介作用。

原创性/价值

本研究不仅创新了研究视角，丰富了体验式零售影响机制的理论框架，也加强了对价值契合，尤其是情感价值契合在体验式零售中作用的探讨。