Study On Experience Marketing Influence On Children's Clothing Brand Customers Repurchase Intention In Xi'an

With the implementation of the universal two-child policy in China,the number of children kept growing.It has broughted the broad children's clothing market space,also has broughted the new development opportunity to the children's clothing companies.Along with the opportunity came the fierce competition of children's wear industry,more and more children's clothing companies joined in the competition for market share.Faced with the fiercely competitive children's clothing market and the increasingly demanding customer groups,children's clothing companies must find ways to attract new customers,and on the other hand,retained old customers and made customers want to repeat purchases.Based on the market situation faced by children's clothing brands,the influence of xi 'an children's clothing brand experience marketing on customers' repurchase intention was studied in this paper.First of all,relevant literature on experiential marketing,customers' repurchase intention and brand awareness was sorted out.Shopping characteristics of children's wear customers and experience marketing strategies of children's wear brands were analyzed.Then,according to the literature,the relationship between experience marketing and customers' repurchase intention was analyzed in this paper.The model of the influence of children's clothing brand experience marketing on customers' repurchase intention was constructed.Based on the model,the research hypothesis of this paper was proposed and a questionnaire was designed.Through market research in xi 'an area,the research model and hypothesis were empirically analyzed in this paper.The conclusions were drawn as follows:(1)Children's clothing brand experience marketing positively affect customers repurchase intention.Among them,sensory experience,emotion experience,correlation experience and action experience all positively affect customers' repurchase intention,and their standardized regression coefficients are 0.306,0.213,0.125 and 0.108,respectively.Thinking experience can't effect on customers' repurchase intention.(2)Brand awareness positive adjusts the correlation between children's clothing brand experience marketing and customers repurchase intention.The moderating effect of brand awareness were arranged in order from small to large: sensory experience < emotion experience < action experience < associated experience.It has the largest moderating effect on correlation experience and the least moderating effect on sensory experience.(3)According to the analysis of influence relationship analysis and regulation,the relationship model based on the influence of brand awareness adjustment on the intention of customer repurchase was derived.Finally,the eye movement experiment method and questionnaire survey method were used in this paper to analyze the influence of visual experience of children's clothing brand stores on customers' repurchase intention.The research results were as follows: the environmental store display,thematic shop window and shop around 600 Lux illumination were more able to arouse the interest of children's clothing customers and made them want to buy again.On this basis,the corresponding strategic suggestions for children's wear companies were put forward.There are 31 pictures,41 tables and 77 references...