Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 43-53
Received: Mar. 23, 2015; Accepted: Mar. 23, 2015; Published: Apr. 11, 2015
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Authors
Chi-Hsien Kuo, Graduate School of Commerce, Waseda UniversityBusiness School, Tokyo, Japan
Shin’ya Nagasawa, Graduate School of Commerce, Waseda UniversityBusiness School, Tokyo, Japan
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Abstract
The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.
Keywords
Luxury Goods, Experiential Marketing Module, Purchase Intention
To cite this article
Chi-Hsien Kuo, Shin’ya Nagasawa, Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost, Science Journal of Business and Management. Special Issue: Customer Experience Management / Marketing Branding. Vol. 3, No. 2-1, 2015, pp. 43-53. doi: 10.11648/j.sjbm.s.2015030201.15
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