Work

Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

Year: 2018

Type: article

Abstract: In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be.

Source: Administrative Sciences

DOI: 10.3390/admsci8040077

Authors: Silvia Cachero-Martínez, Rodolfo Vázquez-Casielles

Institution: Universidad de Oviedo

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,689

Funder: Fundación Ramón Areces