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

近年来，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，以及这种策略对消费者行为的短期和长期影响是什么，我们所知甚少。本研究将通过在PAINTRIGHT（一个专业油漆零售商合作组织）的商店中进行的实地实验来检验这些问题。调查方法将与广泛的定性调查相辅相成，以便更好地理解和评估体验式零售战略的效果。

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.