체험마케팅과 서비스품질이 중국소비자의 쇼핑가치와 점포선택에 미치는 영향 : 화장품 로드샵을 중심으로

Abstract

The purpose of this study is to investigate the influences of emotional responses, as anexperiential factor on service quality and the effects on shopping value and shop choice bychinese consumers. To this end, data was collected via a survey administered to college students who havevisited the road shop and structural equation modeling(SEM) was used to analyzerelationships among the variables. It was found the emotions, sense, recognition and action, as experiential factors arepositively associated with service quality. However, relationship as an experiential factor, wasfound to have not relationship with service quality. In addition, service quality was found tohave a positive relationship with utilitarian value, and utilitarian value to have a positiverelationship with shop choice. However, hedonic value was found to have not relationshipwith shop choice. The results of this study imply that application of experiential factors areimportant to maintain long-term with Chines consumers and to improve shop choice.