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首页> 外文期刊>Journal of Service Research >Experiential Purchase Quality: Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases
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Experiential Purchase Quality: Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases

机译：体验式购买质量：探索高度难忘的体验式购买的维度和结果

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摘要

Experiential purchases, such as movies, theme parks, and vacations, represent a unique, and exceedingly popular, type of marketing behavior. Despite the increasing popularity of purchased experiences, the question of what makes one experiential purchase superior to another remains elusive. Using a multimethod, grounded theory approach, the authors perform two qualitative studies that reveal high-quality experiential purchases are composed of five dimensions: uniqueness, fun, escapism, servicescape quality, and social congruence. Next, an empirical model of experiential purchase quality (EPQ) and its outcome variables is tested in two different settings. The results find support for the EPQ conceptualization and uncover that a high-quality experiential purchase can positively influence braggart word of mouth, nostalgia, and self-connectedness to the experience while also lowering price consciousness perceptions to repeat the experience. A comparison of short and long experiences found that customers put a heavier weighting on concepts such as escapism and social congruence in shorter experiences where longer experiences had a heavier emphasis on the servicescape and perceptions of fun. From a managerial perspective, our results highlight that a one-size-fits all approach in experiential management is problematic. Managers need to understand that customers have different evaluative criteria depending on the length of an experiential purchase.
机译：电影，主题公园和度假等体验性购买是一种独特且非常受欢迎的营销行为。尽管购买的体验越来越受欢迎，但是使一个体验购买的优势优于另一个体验的问题仍然难以捉摸。作者使用一种多方法，扎根的理论方法，进行了两次定性研究，揭示了高质量的体验式购买包括五个方面：独特性，乐趣，逃避现实，服务环境质量和社会一致性。接下来，在两个不同的环境中测试了体验式购买质量（EPQ）及其结果变量的经验模型。结果为EPQ概念化提供了支持，并发现高品质的体验性购买可以积极地影响Braggart的口碑，怀旧和对体验的自我联系，同时降低对价格意识的认知以重复体验。短期和长期体验的比较发现，在较短的体验中，客户对逃避现实和社会一致性等概念的重视程度更高，而较长的体验则对服务环境和乐趣感给予了更大的重视。从管理的角度来看，我们的结果表明，在体验式管理中采用“一刀切”的方法是有问题的。经理需要了解，根据经验性购买的时间长短，客户具有不同的评估标准。

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