The Impact of Experience Marketing of On-line Shopping Malls with Off-line Stores on Customer Satisfaction and Purchase Intention: Focusing on On-line Shopping Users

Abstract

Background/Objectives: This study is to identify the impact of on-line shopping malls on customer satisfaction and purchase intention when they provide experience marketing (composed of sensory experience, emotional experience, cognitive experience, behavioral experience, relational experience) linking off-line stores. Methods/Statistical analysis: After the research models on experience marketing that links on-line with off-line were set up, a survey was carried out on those who used Internet shopping on a PC or mobile basis for one month in March 2019. Then, statistical analyses such as basic statistics analysis, measurement model analysis, and structural model analysis were conducted on 319 copies of the questionnaire collected from the survey by using SPSS (ver. 22.0) and AMOS (ver. 22.0). Findings: The empirical analysis of this study showed that among the components of experience marketing in on-line shopping malls with off-line stores, cognitive experience and behavioral experience had a statistically positive effect on both customer satisfaction and purchase intention. Emotional experience had a positive effect only on customer satisfaction. Customer satisfaction of on-line shopping malls with off-line stores has been shown to have a positive effect on purchase intention. In addition, customer satisfaction has been shown to have no mediation effect between five experience marketing elements of on-line shopping malls with off-line stores and purchase intention. Unlike preceding studies, this study is meaningful in analyzing what experience marketing means to customer satisfaction and purchase intention if customers experience off-line shopping malls and on-line stores at the same time. And, it is believed that if retailers that operate shopping malls online open off-line stores, it will be able to utilize what kind of experience should be focused on the off-line store strategy. Improvements/Applications: What needs to be improved in the future is a comparative study of on-line and off-line experiences, and a difference analysis based on demographics such as age group, income, and number of purchases.