Research On Effects Of Service Encounter On Consumption Emotion Wake-up And Cross-buying

With the formation of a buyer’s market and the emotional buying trends of consumers, it has been difficult to attract new consumers for the retail industry. Therefore, retailers should focus on existing customers and promote the purchase by increasing the number of existing customers to increase sales and ultimately profit. It needs to promote existing customers to repeat purchase or continue to buy the company’s products, such as cross-buying which means existing customers buy different kinds of or different brands of products.Emotions are a state of mind, which usually accompany with personal evaluation of events or ideas and generated by the expression on a limb presentation, and then produce a particular behavioral intention. This subjective emotional state will affect individual choice, decoding, and the collection of information on the situation. Thus, consumers’ emotion that is generated during the shopping may also produce an impact on their behavior. Therefore, in today’s dominant emotional consumption, research on the relationship between emotions and consumer behavior has become a meaningful and worthy of serious consideration in consumer behavior theory. It is necessary to consider the emotional factor in the research of cross-buying.With the increasing competition in retail trade, service is becoming a key competitive factor. The contact and experiences between providers and consumers in the trading process will affect their feelings of acceptance or delivery service. In this process, consumers have the opportunity to evaluate the services they received, and in turn service providers can also take the opportunity to manage and create consumer awareness of the quality of service. Service encounter may evoke emotional responses, and thus further affecting the purchasing behaviors, especially in the positive emotion, it will affect the behavior of cross-buying.Based on the analysis above, this paper tries to do the empirical research on department store and supermarket customers to explore the relationship among Service Encounter, Consumption Emotion Wake-up and Cross-buying. In order to achieve the goal, this paper builds a model of Service Encounter, Consumption Emotion Wake-up and Cross-buying, conducts investigations of department store and supermarket customers, uses SPSS18.0to analysis the data collected, then draws the conclusions according to the results of data analysis. The main conclusions are as follows:(1) Service Encounter has a significant positive effect on Consumption Emotion Wake-up. Interpersonal encounter and Physical Encounter have a significant positive effect on Positive Consumption Emotion Wake-up. Interpersonal encounter has a significant positive effect on Negative Consumption Emotion Wake-up, while the effect of Physical Encounter has a significant negative effect on Negative Consumption Emotion Wake-up.(2) Service Encounter has a significant effect on Cross-buying. Physical Encounter has a significant positive effect on Cross-buying, while Interpersonal Encounter has a significant negative effect on Cross-buying.(3) Consumption Emotion Wake-up has a significant positive effect on Cross-buying. Positive Consumption Emotion Wake-up has a significant positive effect on Cross-buying. Negative Consumption Emotion Wake-up has a significant negative effect on Cross-buying.(4) Consumption Emotion Wake-up plays an intermediary role to the relationship between Service Encounter and Cross-buying. Positive Consumption Emotion Wake-up plays a part of the intermediary role to the relationship between Service Encounter and Cross-buying, while Negative Consumer Emotion Wake-up plays a full role of the intermediary role to the relationship between Service Encounter and Cross-buying,Based on the conclusions, this paper proposed three suggestions to retailers. Firstly, make positive interpersonal encounter for different customers. Secondly, create a good shopping environment, promote physical encounter. Thirdly, promote positive consumption emotion during the shopping process and establish long-term relationships with consumers.