Effects of Experiential Retail Strategies on Store Patronage and Consumer Purchase Behaviour

体验式零售策略对商店光顾和消费者购买行为的影响

• 批准号: LP0455193
• 负责人: Prof Harmen Oppewal
• 金额: $ 12.87万
• 依托单位: Monash University
• 依托单位国家: 澳大利亚
• 项目类别: Linkage Projects
• 财政年份: 2005
• 资助国家: 澳大利亚
• 起止时间: 2005-05-01 至 2009-05-31
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/LP0455193
• 关键词: Effects; Experiential; Retail; Strategies; Store

Recent years have seen an increased interest in industry and academia in what is known as 'experiential retail'. Not much is known however about what generates and determines a retail experience from the consumer's point of view and what are the short and long-term effects of such a strategy on consumer behaviour. This study will examine these issues by way of a field experiment conducted in stores of PAINTRIGHT, a cooperative of specialist paint retailers. A survey approach will be complemented with extensive qualitative investigation to allow a better understanding and assessment of the effects of experiential retail strategies.

近年来，工业界和学术界对所谓的“体验式零售”越来越感兴趣。然而，从消费者的角度来看，是什么产生和决定了零售体验，以及这种战略对消费者行为的短期和长期影响，人们所知不多。本研究将探讨这些问题的方式进行的实地实验，在商店的PAINTRIGHT，专业涂料零售商的合作。调查方法将辅以广泛的定性调查，以便更好地了解和评估体验式零售策略的影响。