Empirical Study Of Offline-experience Environment To Consumers’ Experience Intention

Nowadays, experiential marketing model by more and more scholars and businessconcerns and research, while the offline-experience industry increasingly strongmomentum of development in the Chinese market also experience the place and modeline of companies to provide consumers with the rapid increase in.However, the marketopportunities and challenges in perfecting its line experience while marketing modelalso will encounter a number of challenges, such as: What are the factors that affectconsumers’ willingness to experience? Different characteristics of consumers is differentfrom the response to environmental factors?To solve the above problems, the researchers found that the important influence ofstore environment on consumer patronage, loyalty and consumer behavioral intentions,these effects mainly through consumer value perception or eliminate the emotionalreaction produced indirectly. However, I found that the current study, the lack ofmulti-store environment factors stimulus as the research object, from a morecomprehensive perspective on the design factors, environment factors and social factorson consumer value perception and behavioral intentions affect empirical research. Thewishes of the consumer experience as a part of the willingness of the consumer behavior,is not to conduct independent research. Lack of empirical analysis of the literature onthe relationship between the store environment, delivered value perception andexperience willingness, in the Chinese retail business contexts. Therefore, the aboveproblem will be studied and discussed.First, the literature review, based S-O-R model, combined with experientialmarketing theory, theory of environmental factors and delivered value theory, to build astore environment and delivered value perception of the impact of the wishes of theconsumer experience research model, and propose the research hypotheses.Then, in the empirical research stage. First, to ensure the validity of the test scale,the design of the questionnaire and corrected after the qualitative interviews, expertadvice, pre-tested, and the small sample test. Then eventually formed a formalquestionnaire survey of a large sample, and to collect and collate the survey data.Finally, the use of statistical analysis software SPSS17.0and LISREL8.70on theresearch model and hypothesis testing, analytical test methods include: missing valueanalysis, reliability testing, validity testing, exploratory factor analysis, confirmatory factor analysis, structural equation model and adjust the variable inspection.The study results show that:①Design factors and social factors have asignificant effect on consumer value perception.②Design factors and atmospherefactors significant experience cost-perception.③Experience store (or Hall)environment on the willingness of consumers to experience significant indirect impacteffect, the indirect effect of design factor is the largest, and the indirect effect ofatmosphere factors is minimal.④when consumers by the atmosphere factorstimulation, consumers of different ages generated the delivered value perception thereare differences.⑤When the atmosphere factor and design factor to stimulate consumer,different experience of consumers will perceive different experience cost.