Research On The Influence Of Experience Marketing Of Peacebird Retail Store On Customers’ Purchase Intention

Ningbo is a strong city of clothing,after decades of vigorous development,emerging a large number of mature enterprises and brands.Ningbo Peacebird Fashion Co.,Ltd.is a growing local enterprises in ningbo,is also a successful representative of the younger transition.In the era of experience economy,as a commodity with high degree of experience,clothes cannot be replaced by offline physical retail stores.In today’s online and offline integration,it is more necessary to optimize stores so that consumers can get experience in the physical retail stores.Through literature review,it is found that the research on experience is a hot field at present.Many scholars have conducted research from their own perspectives,including taking mobile phones,tourism products,commercial squares,etc.However,empirical research on clothing consumers is rare,and this research will expand the experience marketing theory.Based on the empirical research of many scholars,this paper focuses on the impact of experience marketing of Peacebird retail store on purchase intention through customer perceived value.In this paper,the dimensions of experiential marketing in physical retail stores are divided into four dimensions: personnel service,store environment,commodity value and commodity combination.The dimensions of customer perceived value are divided into two dimensions,functional value and emotional value.Sufficient sample data were collected through questionnaires,and the model was tested through data collation,exploratory factor analysis,confirmatory factor analysis and structural equation model analysis.Through the analysis of the data,the status quo and problems of experience marketing of Peacebird retail stores were revealed,and the countermeasures and suggestions were put forward.