How experiential value affects flow – Study based on online and brick and mortar bookstores

• Main Authors: Shao Yuan Wei, 邵元蔚
• Other Authors: Tsao Wen Chin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kftn3x

碩士 === 國立勤益科技大學 === 企業管理系 === 105 === As the income level has increased steadily over the past decades, consumers have started to show tendency to purchase things, not they need, but they desire. In order to attract customers and raise their willingness to buy, business owners focus on product appeals and create a shopping environment that provides entertainment and intrinsic enjoyment, experiential shopping has then emerged. Besides that, with the advancement of informational technology, people are able to start their businesses online at a lower cost, anytime, anywhere, resulting in more competition among retailers. Price comparability and home delivery provides time efficiency and great convenience causing consumers to turn to online shopping, further threatening the survival of brick and mortar stores. This study examined six experiential values to find out which can successfully enhance patronage intention, then further investigate whether patrons have gone into flow based on their experience. Also if the experiential values stimulate repurchase intention and positive word-of-mouth. The study surveyed consumers repurchase at bookstores and used Amos to conduct Structural Equation Model analysis, in order to understand the relationship between different aspects. Lastly, using Chi-square difference test to investigate experiential differences between the two channels. The result shows all six experiential values have significant impact on flow and affect repurchase intention. Chi-square difference test reveals that the significant difference between online shopping and the other is aesthetics and service excellence; the rest show no difference between the two channels. This study can provide a conceptual framework for bookstore owners in different channels to self-reflect if they are lacking any experiential values, improve customers’ shopping experience in order to increase their loyalty which shall then boost the business.