Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency
In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2018-11-01
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| Series: | Administrative Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3387/8/4/77 |
| _version_ | 1819206413917880320 |
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| author | Silvia Cachero-Martínez Rodolfo Vázquez-Casielles |
| author_facet | Silvia Cachero-Martínez Rodolfo Vázquez-Casielles |
| author_sort | Silvia Cachero-Martínez |
| collection | DOAJ |
| description | In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be. |
| first_indexed | 2024-12-23T05:07:13Z |
| format | Article |
| id | doaj.art-1bccf47b7b8a4437b8848906a026d970 |
| institution | Directory Open Access Journal |
| issn | 2076-3387 |
| language | English |
| last_indexed | 2024-12-23T05:07:13Z |
| publishDate | 2018-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj.art-1bccf47b7b8a4437b8848906a026d9702022-12-21T17:59:02ZengMDPI AGAdministrative Sciences2076-33872018-11-01847710.3390/admsci8040077admsci8040077Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit FrequencySilvia Cachero-Martínez0Rodolfo Vázquez-Casielles1Cátedra Fundación Ramón Areces de Distribución Comercial, University of Oviedo, 33006 Oviedo, SpainBusiness Administration, University of Oviedo, 33006 Oviedo, SpainIn the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be.https://www.mdpi.com/2076-3387/8/4/77shopping experienceretailconsumer engagementshopping timeshopping frequency |
| spellingShingle | Silvia Cachero-Martínez Rodolfo Vázquez-Casielles Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency Administrative Sciences shopping experience retail consumer engagement shopping time shopping frequency |
| title | Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency |
| title_full | Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency |
| title_fullStr | Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency |
| title_full_unstemmed | Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency |
| title_short | Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency |
| title_sort | developing the marketing experience to increase shopping time the moderating effect of visit frequency |
| topic | shopping experience retail consumer engagement shopping time shopping frequency |
| url | https://www.mdpi.com/2076-3387/8/4/77 |
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