The Empirical Research About The Effect Of Consumption Experience To Retailer Brand Equity

With the coming of the experience economy era, experience becomes a new source of consumer value. Competition among retail industry become more fierce in the meantime, retail enterprises is continuously seeking new tools and strategy to promote market share and competitiveness. Consumption experience gradually become a new method for competitiveness advantage of retail enterprises. Base on this background, this study absorbs lots of former research production. Choose department store as study object, to seek about consumption experience around with the relationship between experience value and retailer brand equity from the process of consumers' going to the department store, expert to achieve the mechanism about consumption experience influence on retailer brand equity. Therefore, this study constructs a model contains 8 variables and 15 hypotheses, base on the research data use the structural equation fitting to verify the research hypothesis, main conclusions are as follows:1. Consumption experience has direct and significant influence on experience value, different consumption experience have different influence on dimensions of experience value. Personal experience have positive significant influence on consumption experience value of three dimensions:functionality experience value, hedonic experience value and sociality experience value. Share experience have positive significant influence on hedonic experience value and sociality experience value, but have no positive significant influence on functionality experience value.2. Consumption experience value has direct and significant influence on retailer brand equity, different consumption experience value have different influence on dimensions of retailer brand equity. Functionality experience value has positive significant influence on three dimensions of retailer brand equity. Hedonic experience value has positive significant influence on retailer brand equity about retailer awareness/associate and retailer perception quality, but has no significant influence on retailer loyalty. Sociality experience value only has positive significant on brand loyalty of retailer.3. Consumption experience has indirect influence on three dimension of retailer brand equity, different consumption experience has slightly different on influence. Personal experience and share experience have indirect influence on retailer awareness/associate, retailer perception quality and retailer loyalty through experience value. And personal experience has more impact than share experience.In conclusion, this paper provide targeted management suggestion for retail enterprises that how to use consumption experience and consumption experience value to improve retailer brand equity, hope to guide the practice.