The Relationship Between Experiential Marketing Strategy And Customers' Impulse Purchase Behavior

With the arrival of Experience Economy. More and more companies focus on the importance of conducting Experiential Marketing Strategies which can attract the consumers effectively. The competitions in modern market become fierce gradually as well as the demand of consumer tend to be personalized. Traditional marketing model is hard to satisfy the new conception of customer. Experiential Marketing has arrived and brought the company into a total new marketing model in time.Impulse Purchase is a common shopping behavior in customers' daily life. It attracts so much attention from scholars and retailers for a long time as a kind of complex and special customer behavior. It plays a crucial role in Experience Economy. Sometimes customers make decisions base on their urgent demand.Whereas the purchase of the most commodities due to the shopping environment and the mentality temporarily. Under the background of Experience Economy, how to cater to the shopping mentality of customers and excite their shopping desire within a short time is crucial. This means a lot for the long-term and stable development of each company.The strategy of Brand Management makes a remarkable progress in the competitive Home Center market. With the spring up of Experience Economy in different industries, Home Center conducts a series of Experiential Marketing Strategy successfully. It has become more popular after IKEA entered China's Home Center market. Retailers innovate and conduct kinds of creative Experiential Marketing Strategy to entertain customers. It is critical for the company to be succeeded or not.This study applies the method of Questionnaire Investigation. Bases on the background of Home Center. Collects information about the influence of Experiential Marketing on consumer's Impulse Purchase Behavior. Uses statistic analysis software SPSS 16.0 to operate Regression Analysis and Mediating Effect Analysis etc. Expecting to find out the extent and difference of influence which Experiential Marketing Strategy's impact on consumers' Impulse Purchase Behavior. Furthermore, Recommending reasonable Experiential Marketing Strategy for Home Center retailers.Study Conclusions:1. Under the background of Home Center, There are four Experiential Marketing Strategies affect the Consumption Value remarkably. Ranked by extent is Relate Marketing Strategy, Sense Marketing Strategy, Act Marketing Strategy and Think Marketing Strategy.2. Under the background of Home Center, There are four Experiential Marketing Strategy affect the customer's Impulse Purchase Behavior remarkably. Ranked by extent is Sense Marketing Strategy, Relate Marketing Strategy, Emotion Marketing Strategy and Think Marketing Strategy. However the regression coefficient of Think Marketing Strategy is totally different with expectation. So the influence trend of Think Marketing Strategy on Impulse Purchase is negative correlation.3. Consumption value plays a mediating effect in the process of Experiential Marketing Strategy affect the customers' Impulse Purchase Behavior.4. Situation Factors influence the customers' Impulse Purchase Behavior remarkably. This conclusion is same with other scholars' study.The innovations of thesis include. First, Innovative research target. It's hard to describe specific field if choosing the whole retailing format as the study sample. In this thesis we select Home Center and analyze Consumers Purchase Behavior. Second, The innovative design of scale. After reading relevant article.It's hard to find a proper scale. So this thesis innovates scale based on the traits and strengths of Home Center as well as considering the psychological characteristics of consumers' behavior. Third, The innovative data analysis. The process of data analyzing not only includes Reliability Analysis, Validity Analysis but also Regression Analysis to show the influence of experiential marketing on consumers' impulse purchase behavior. Meanwhile applying Mediating Effect Analysis as well.The article also exists many shortages and weakness, For instance.1. The quality of research data is limited. In order to get accurate data as possible as I can. All of the data come from customers at Home Center. However I just conduct the research in Dalian instead of nationwide.So the data barely represent the consumers behavior in other place. Furthermore the quantity of samples isn't sufficient.2. The design of scale lacks of authority. The scale is modified base on the mature theory because I can not find suitable scale for the study. It will affect the authority of thesis.3. The sole analysis software is not enough. SPSS 16.0 is applied in modern social and economic study commonly. How ever there are many other useful and practicable analysis software such as LISREL and AMOS etc.4. The influence factors on Impulse Purchase Behavior should be increased. In this thesis mainly analyses the influence of experiential marketing on consumers' impulse purchase behavior. In the future I would increase the factors as well as considering the influence discrepancy between them.