Research On The Impact Of Offline Experience Marketing On The Impulse Purchase Of Apparel Consumers

Due to the rapid rise of online shopping,consumers are more inclined to shop online,but due to the lack of physical contact and the authenticity of online shopping product information,consumers have certain risks in the process of shopping online for clothing.In the process of providing a try-on experience,apparel physical stores can reduce consumers 'online shopping risks and satisfy consumers' shopping pleasure.However,when consumers are in the environment of experiential marketing and shopping,the stimulus due to factors such as the environment may cause consumers to have impulse purchase intentions.The experience marketing model can enrich the offline physical store's marketing model and ease the sales performance of retail terminals.At the same time,the impulse purchase of consumers has significantly increased due to the perceptual shopping of consumers.The study of experience marketing on clothing consumers' impulse purchase will likely improve clothing sales of corporate retail terminals and provide corresponding assistance.This article summarizes and analyzes the literature on experience marketing and impulse purchase intention,understands the specific factors that affect consumers' impulse purchase in the process of experience marketing,and analyzes the causes of impulse purchase intention in the process of apparel consumers' shopping.This article uses grounded theory to classify the factors that influence consumer impulse purchase intention in experience marketing,and builds a theoretical model of the relationship between experience marketing and apparel consumer impulse purchase intention,selects appropriate measurement indicators,and designs the relevant questionnaires were surveyed and data analyzed,using a combination of factor analysis and regression analysis,nine research assumptions between offline experience marketing and consumers' impulse buying intentions are validated.Therefore,the research conclusions were drawn.Finally,according to the research conclusions,the corresponding marketing strategies are provided for apparel companies in terms of influencing factors of experience marketing.This paper mainly study these contents as following:(1)Basic theory and literature review.The research summarizes the literature related to offline experience marketing;analyzes the influential factors of online and offline consumers' impulse purchase intention;and studies the relationship between experience marketing and consumer impulse purchase intention.(2)Analysis of influential factors of clothing offline experience marketing based on grounded theory.Based on rooted theory research,in-depth analysis of influencing factors of experience marketing.Based on the analysis of grounded theory,it is found that the factors affecting experience marketing can be divided into brand experience,product experience,environmental experience,service experience and promotion experience.(3)Research hypothesis and model construction of the influence of offline clothing experience marketing on impulse purchase intention.Based on the grounded theory,the influence factor indicators of offline experience marketing were obtained.The influence mechanism of offline experience marketing on the impulse purchase intention of clothing consumers was analyzed from the aspects of brand experience,product experience,environmental experience,service experience,and promotional experience,and research hypotheses were proposed and the theoretical model was built.(4)Questionnaire design and investigation.The specific impact indicators of offline experience marketing were selected and a questionnaire was designed.Basic information analysis was performed on valid sample data,and reliability and validity tests were performed on the questionnaire data.(5)Empirical analysis.Using factor analysis and regression analysis methods,the empirical analysis of the impact of offline experience marketing factors on consumers' impulse purchase intentions,and the effects of intermediary and moderator variables on impulse purchase intentions were verified.The verification results show that all research hypotheses are valid.(6)Evaluation of consumers' impulse purchasing ability based on offline experience marketing.Design a questionnaire based on the index system of influential factors for offline experience marketing,survey consumers' impulse purchasing power in 16 clothing offline experience stores across the country,and use TOPSIS method to comprehensively evaluate consumers' impulse purchasing power in offline clothing experience stores.Analyze the shortcomings of the experience store and provide countermeasures.(7)Impulse purchase marketing strategy for offline clothing store consumers.Eight aspects of clothing offline experience include deepening brand experience,enhancing product experience,enriching environmental experience,improving service experience,strengthening promotional experience,gaining consumer recommendation trust,improving consumer positive emotions,and understanding consumers' ability to control behavioral perception.Marketing proposes specific development strategies.