Offering a good shopping experience on the web is key for fashion luxury brands. However, it is not a field much analyzed by researchers. This research presents a systematic analysis of the usability of the web and its content in more than 60 fashion luxury e-commerce.

Sustainability rears its head in the current online marketing and virtual store -research. Sustainability considerations involve pro-environmental-, social- and economic values as well as future generations and continuous innovation (Hanss and Böhm, 2012). Central in the sustainability research is sustainable consumer behavior, which has been found to be subject of intensions varying across different types of consumers, issues, and product categories (O’Rourke and Ringer, 2016). Determining consumers’ general egoistic, altruistic and biospheric values (e.g., De Groot and Steg 2008; Steg et al., 2014) have resulted quite complex and not always so generalizable structural models for sustainable behavior. While value -research has been dominant in determining the sustainability intensions and eventual behavior, there are relatively little solid theories and understating about different psychological processes behind sustainable behavior. Furthermore, the consideration of multiple sustainable consumer behavior outcomes seems to be limited, which can also hamper the development of models and theories (see e.g., Hulland and Houston 2021).

In the era of the Fourth Industrial Revolution, the application of ICT technology has brought many changes in society. In particular, the paradigm shift of consumer shopping, which customers experience through the incorporation of new technologies in the shopping environment, is also bring a big change of shopping behavior. In this study, we implemented a virtual reality shopping environment, a form of new distribution channel, and then attempted to find out the user’s time distortion and enjoyment as well as the future intention of using VR by allowing the respondents to experience the VR shopping. In addition, this study examines the mediation role of time distortion between telepresence and interactivity, and enjoyment. Managerial implications and limitations of the results of this study are also discussed.

Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. Therefore, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through 3 separate subdimensions (i.e., brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e., testing two types of product display in a single brand context). Demminga et al. (2012) state that lifestyle display is a cross-merchandised, integrated, aesthetically attractive theme or scene through which consumers could envisage themselves in the scene or nature. On the other hand, product-centric display does not necessarily present a coherent theme. Instead, this type of product display is frequently used in a traditional retail format focuses on merchandise presentation appealing to target customers (Foster and Mclelland, 2015). This study was conducted using two product display stimuli: lifestyle and product-centric displays in the context of a specialty apparel store, Anthropologie. One image of Anthropologie was selected as a lifestyle display because it contained a thematic prop, which illustrates a natural scenario in that store. The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product centric display. This study provides empirical evidence supporting the importance of experiential marketing. Theoretically, this study demonstrates that lifestyle display could be applied in an apparel store. Rather than focusing only on products retailers could easily develop thematic props in a store because they are easy to set up, cost-effective, and less time-consuming. By setting up a lifestyle display, retailers could easily differentiate their brands from other competing brands.

The purpose of this study was to identify the moderating effects of internet shopping experience on appearance management in elder people, psychological adaptation and social connectedness. Data were collected from 257 elder people who living in Seoul or Gyeonggi-do. Collected data were analyzed by frequency, descriptive statistic analysis, moderated stepwise regression. The results of the study were as follows: First, appearance management of elder people was significantly related to psychological adaptation and social connectedness. Second, internet shopping experience moderated between appearance management and social connectedness. Third, internet shopping experience is not a moderator variable on between appearance management and psychological adaptation, it just was a influential factor on psychological adaptation. Based on these results, it suggests that there are strong needs of approaching of practical and political interventions to development internet shopping system for social connectedness and psychological adaptation of the elderly in future aging society.

The advent of smart shopping environments including innovative information technology, advanced delivery systems, and extended smart phone use has rapidly changed the shopping methods and activities of the consumers. They have chosen smart shopping with greater frequency, which minimizes the use of time, money, effort and energy to buy the right products and to gain shopping experiences such as hedonic and utilitarian feelings (Atkins and Kim, 2012). The concept of smart shopping is based on value co-creation which can be explained as the value from the outcome of interaction between firms and consumers (Grönroos, 2011, Vargo and Lusch, 2004). In the value co-creation process, smart shoppers are willing to perform customer participation behaviors such as information seeking, information sharing, responsible behavior, and personal interaction, and to show customer citizenship behaviors such as feedback, advocacy, helping, and tolerance (Yi and Gong 2013). In smart shopping, a consumer involves in shopping experiences through product purchases and while engaged via the shopping environments such as an elaborate store design, educational events, recreation, and entertainment (Fiore and Kim, 2007). These shopping experiences, which contain both hedonic and utilitarian value (Holbrook and Hirschman, 1982), are better explained by consumer processes, responses on the shopping environment, situation, and consumer characteristics (Fiore and Kim, 2007). The attributes of shopping experience are symbolic, hedonic, and aesthetic (Holbrook and Hirschman, 1982) and utilitarian and hedonic (Kim, Lee and Park, 2014). Smart shoppers who are involved with value co-creation obtain hedonic benefits with emotional, funny, and enjoyable feelings and along with utilitarian benefits such as rational, functional, task-related experiences (Holbrook and Hirschman, 1982). The value co-creation and the shopping experience lead to greater customer equity such as value equity, brand equity, and relationship equity (Lemon, Rust, and Zeithamal 2001). Based on previous literature review, the authors constructed the following hypotheses. First, smart shopping will have positive effects on value co-creation, the shopping experience, and customer equity. Second, the smart shopping will have positive effects on both value co-creation and the shopping experience. Third, value cocreation will have positive effects on the shopping experience. Fourth, value cocreation and the shopping experience will have positive effects on customer equity. The authors collected the data based on questionnaires from mobile smart shoppers. The SPSS 20 and AMOS 20 statistical programs will be used for the data analysis. The analysis found the positive influence that smart shopping has on value co-creation and the shopping experience, and customer equity. This is the first study that shows these relationships from an empirical point-of-view. The findings of the study have useful managerial implications on the effects of value co-creation on both smart shoppers and firms. Value co-creation will provide smart shoppers with better product or service quality and enhance firms with more valuable customer equity. The greater shopping experience is the greater customer equity that will be developed. Value co-creation also will give firms a strong competitive advantage in terms of an organization’s learning, brand perception, reduced risk, improvement of customer relationships, and lowering cost for marketing, and research and development. The study has limitations. First, other potential variables of the value co-creation influencing new service development, customer loyalty, and customer satisfaction etc, could be considered. Second, the length of the relationship between smart shoppers and the service provider in value co-creation process should be considered. Third, the study needs to be generalized to cross sectional research beyond smart shopping area. Finally, to examine the effects of value co-creation and the shopping experience on customer equity, future research could investigate how value co-creation and the shopping experience affect the objective financial performance of a firm.

본 연구에서는 온라인 쇼핑몰 상황에서 이전사업경험, 제품속성과 온라인 고객 의견이 신제품 매출성과에 미친 영향을 살펴보았다. 인터넷 쇼핑몰에서 제품 성과에 대한 연 구들은 선진국 온라인 쇼핑몰을 중심으로 고객들의 구전효과에 초점을 두고 연구를 진행해 왔으며 상대적으로 기업특성이나 제품속성에 대한 연구는 미흡하였다. 본 연구에서는 중국 인터넷 쇼핑몰에서 판매중인 총 407개 TV모델들을 대상으로 기업특성, 제품속성 및 온라인 고객의견이 제품 매출성과에 미친 영향을 살펴보았다. 기업특성에서는 이전TV제조업체들의 제품이 신규 진입기업들의 제품들보다 매출성과가 높았다. 제품속성에서는 경쟁제품 대비 초기 가격수준이 낮을수록 성과가 높으며 가격할인율이 높은 경우에는 오히려 매출성과가 낮았다. 전반적인 제품의 기술경쟁력 수준이 높을수록 판매성과가 높으며 신기능의 특성에 따라 매출성과에 미친 효과는 다르게 나타났다. 제품별 온라인 고객평가 의견수가 많을수록 해당 제품의 매출성과는 높은 것으로 나타난 반면, 온라인 고객평가 점수는 매출성과에 유의 한 영향관계나 나타나지 않았다. 본 연구에서는 온라인 쇼핑몰 상황에서 신제품 매출성과 향 상을 위한 이론적 실무적 의의를 제시하고 향후 연구과제들을 제시하였다.

Over the past decades, researchers devoted considerable attention to the impact of store environments on shopping behavior (e.g. Baker et al., 2002; Kotler, 1973; Turley & Milliman, 2000). More recent, practitioners and academics alike have argued that a greater challenge for brands is the creation and enhancement of compelling shopping experiences along, and beyond, the entire path-to-purchase (Interbrand, 2014; Shankar et al., 2011). In a luxury brand context, where the shopping experience is a significant motivator for purchases (Yoon, 2013), the interaction of multiple retail environments greatly affect consumer behavior towards the brands. Accordingly, brand experiences is created at both ends of the marketing supply chain, by brand manufacturers and retailers. Yet, although research has developed fruitful areas for new perspectives on the relationships between manufacturers and retailers (Ganesan et al., 2009), the vast majority of existing research predominantly focuses on consumer response to brand experiences with respect to manufacturer cues (Dolbec & Chebat, 2013; Tynan et al., 2010), store cues (Baker et al., 2002), or retail settings (Möller & Herm, 2013). The evolving business world needs to implement more comprehensive and holistic approaches (Choi et al., 2014), where integrated strategies must emerge. The objective of this study is to present an explanation of luxury brand experiences across manufacturer and retailer’s settings. By overviewing the literature on the interaction between brand management, store atmospherics, and consumer behavior, and applying qualitative methods, the authors provide relevant insights for academics and practitioners toward a more comprehensive understanding of the luxury brand experience. Customer experience and luxury brands In the field of contemporary marketing, customer experience has been defined as a construct which “encompasses the total experience and may involve multiple retail channels” (Verhoef et al., 2009, p. 32). It includes the search, purchase, consumption, and after-sale phases of the experience. In a holistic brand perspective, this definition enlightens the key role of luxury brands in delivering the same brand promise and brand message across each connection between the consumer and the brand. Among the characteristics of luxury brands, consumers are willing to pursue luxury products as these products provide psychological benefits rather than functional benefits (Kapferer, 1997). Further, luxury brands are associated with status, wealth, exclusion, and pride (McFerran et al., 2014). As result, strong experiences with luxury brands derive when consumers develop deep emotional bonds with brands (Grisaffe & Nguyen, 2011). From a marketing perspective, consumers that develop deep emotional relationships with a brand have a lot of positive and strong associations (Yoo et al., 2000), such as the perception of the brand uniqueness and inimitability, and loyalty to the brand. However, when it comes to analyze the brand experience, research confers a conceptually different meaning from other brand constructs. According to Brakus et al. (2009), brand experience has distinct dimensions from evaluative, affective, and associative brand constructs, such as brand attachment, brand attitudes, customer delight, and brand personality. The concept of brand experience encompasses multiple dimensions, which refer to the sensorial, affective, intellectual, and behavioral sphere (Zarantonello & Schmitt, 2009). More specifically, the intrinsic concept of luxury brands as hedonic products with high symbolic value, holistically incorporate manufactures and retailers in fulfilling these various dimensions of brand experience. By assuring consistency across the manufacturer and retailer’s settings of the luxury brand, customer experiences evoke the exclusivity of the brand and transfer the authenticity of the brand message. From a consumer’s perspective, consumers reach brand authenticity when they perceive both the internal consistency, which focuses on maintaining the luxury brand standard and style, honoring its heritage, preserving its essence, and avoiding its exploitation, and the external consistency, which pertains to appearances and claims of the brand (Choi et al., 2014). Similarly, consumers tend to perceive the exclusivity of the luxury brand when they encounter consistent experiences across multiple brand touch points. Accordingly, in the experiential view, the principle of consistency and contiguity proposes that sensations, imagery, feelings, pleasures, and other symbolic or hedonic components are paired together to create mutually evocative consumer response (Holbrook & Hirschmann, 1982). The integration between the marketing and consumer’s perspectives suggests that luxury brands create and maintain powerful customer experiences when there is consistency across the manufacturer and retailer’s environments. However, in the landscape of luxury brand management, the conceptualization of customer experience requires the understanding of how consumers respond to luxury brand messages. This investigation is particularly important when examining brand experiences emerged in the manufacturer versus retailer physical environment. Existing literature on brand experiences, retail atmospherics, and luxury brands cannot fill the gap we address. Prior studies aiming to investigate the brand experience have analyzed the phenomenon of this construct from a theoretical perspective (Verhoef et al., 2009), case study analysis (Payne et al., 2009), or focused only on the direct relationship between manufacturer and consumer (e.g. Dolbec et al., 2013; Kim, 2009). For example, Dolbec et al. (2013) have studied in-store brand experiences on consumer response to flaghship vs. brand stores, and highlighted how their study suffers from not considering the continuity between current, previous and future experiences. Regarding the impact of store atmospherics and retailer’s settings on customer experiences (e.g. Baker et al. 2002; Bloch, 1995), research has found that specific combinations of atmospherics elements influences consumers’ perceptions about merchandise, service quality, and the overall store image. More recently, Möller & Herm (2013) showed how retail settings may shape consumers interpretation and evaluation of the brand, and in-store bodily experiences transfer a metaphoric message to customers’ perceptions of the brand. However, the authors empirically tested a mono-brand fashion retail store, and stressed the importance of examining the interaction between brand and store personalities in transferring meaning “from the product to the retailer and the other way around” (Möller & Herm, 2013, p. 8). The retail landscape has dramatically changed the dynamics of consumer-brand interactions in the physical encounter. The main challenge of these interactions concerns the effective integration of multichannel brand experiences into an exciting, emotionally engaging, and coherent brand experience. However, in-depth studies on consumer perceptions to these multi-environment experiences have not yet emerged. In this paper, we aim to fill that gap. By addressing the attention to the customer’s sphere, we specifically investigate how consumers perceive luxury brands in relation to brand experiences across various retail settings. Method and studies Owing to the lack of relevant research, this study applies a direct qualitative and exploratory approach to develop deep insights of consumers response to luxury brand experiences in different retail settings (Creswell, 2012). Two sequential studies investigate consumer cues of brand experiences across various environments. Study 1 provides the identification of luxury brand elements that are pivotal in the creation of exciting shopping experiences. In study 1, respondents named a luxury brand which they had frequently experienced in the last year, and to which they felt being in a deep relationship across multiple retail touch points of the brand. Respondents were asked about what elements of the brand they were more engaged to. The authors imposed no constraints on the elicitation. Following the categorization of luxury brands (Jackson, 2004) which comprehends fashion, perfumes and cosmetics, wines and spirits, and watches and luxury, respondents chose whatever brand they wanted. One of the authors provided the instructions to respondents. This study includes in the first sample a variety of 35 consumers from various age (20 to 65 years old consumers), as well as various education levels. The interviews were recorded, transcribed, and evaluated with content analysis, following quality criteria of Kassarjian (1977). The luxury brand elements emerged from Study 1 were used in Study 2 as thematic basis for investigating how these elements provide exciting experiences across multiple retail setting of the luxury brand. The same interviewer of Study 1 undertook in-depth interviews with eight of the above respondents, two from each consumer profile identified in line with the hedonic profiles of Arnold & Reynolds (2003). Each interview discussion lasted between 30 and 45 minutes, was audio-recorded and transcribed verbatim. The text was analyzed by the authors following the generalized sequence of steps of data reduction and transformation, data display and conclusion drawing/verification (Miles & Huberman, 1994). The code development followed thematic analysis (Boyatzis, 1998), and coding was multivariate within subjects. With multiple ideas per respondent, we extracted a large list of properties. We sorted thematic elements into logically related clusters and assigned representative headers. The authors now describe results regarding respondents’ perceptions of luxury brand experiences in multiple retail environments. Results and discussion Consumers identified a wide range of experience factors that they seek in luxury brands, and highlighted how the brand and retail environment fulfill these expectations. They considered the brand evocation to exclusivity and authenticity as the primary reason for purchasing luxury brands. One of the respondents stated: “I buy brand X because it is a nice and deeply authentic brand to have. When I use the brand X I feel I am wearing something very exclusive. And I feel exclusive”. Regarding experiencing luxury brands in the stores, respondents stressed the importance of “finding the same brand appealing in the monobrand store as well across retailers’ stores”, and added that when they did not perceive this coherence of message they often switched to other brands in the purchasing stage. Another determinant element of holistic experiences concerns the products presentation of the brand in various settings, which has to be very similar and related across the brand touch points. Respondents explained to feel confused when they visit one store and encounter “colorful display with a charming presentation of the brand Y in the store of retailer 1”, while finding in store of retailer 2 “black and white displays and an awful presentation for the brand Y”. Concerning the specific impact of the retailer’s environment on luxury experiences, we identified that the overall store setting of the retailer influences the luxury brand even when consumers do not experience the brand in the specific. For example, one respondent highlighted that “If I have to buy brand Z, I never go to retailer 3. I know that brand Z does not feel luxury at all in retailer 3 because of its very old fashioned store”. This study shows how consumers respond to luxury brand strategies across manufacturer and retailer’s brand setting. By providing deep insights on their relationship with luxury brands, consumers contributed to understand key elements for living consistent luxury brand experiences. They stresses the pivotal role of a coherent brand exclusivity. This is an evident implication to motivate consumers in purchasing the luxury brands. Retailers can also make important considerations from our study. They must create more appealing and overall exciting store images. By enhancing luxury experiences in the store, retailers can leverage opportunities of stronger connection with consumers. Simultaneously, brand manufacturers can build upon retailers enhanced in-store experience to magnify the holistic luxury brand experience. Finally, this study is one of the first explorations concerning the cross-effect of brand experiences and store atmospherics. In an empirical context, the authors investigate the conceptualization of consumer experiences in a multichannel view, and provide relevant contributions to analyze the brand and the environment as interdependent elements. Further research may test empirically our findings on the interaction between luxury brands and multi-retail experiences.

지금 중국여행구매발전에서는 세가지 난점이 존재하여, 여행구매의 발전에 심각한 지장을 주고 있으므로 여행업의 발전을 방해하고 있다. 본고는 체험경제시대의 중요한 특징을 결합시켜 여행구매가 중요한 체험상품임을 제시하고 체험의 경영영업이 중국여행구매발전을 촉진시키는 새로운 경영모델을 제시하였다. 이 기초에서 "홍콩구매일"을 예로 하여 여행구매체험경영책략의 주요내용을 제시하였다.

This study deals with shopping value and trust as the factors to influence consumer attitude and purchase intention in online shopping. Utilitarian and hedonic shopping values, trust, attitude and purchase intention are incorporated into the Value-Attitude-Behavior model to find out how differently shopping values and trust influence online shoppers attitude and purchase intention when they have different purchase experiences. Data are collected from survey of 187 subjects and divided into two groups according to their online purchase experiences : 97 shoppers with low online purchase experiences and 89 with high experiences. PLS(Partial Least Square) method is applied to estimate the research model and to test 7 hypotheses. The results show the difference of the way how shopping value and trust influence purchase intention. In the case of low experienced online shoppers, trust has the greatest influence purchase intention, followed by hedonic shopping value mediated by attitude. However utilitarian shopping values have a bigger impact on it for shoppers with high purchase experiences. In the latter, trust also has a significant impact on purchase intention at confidence level of 0.05. The results also provide useful implications for practitioners to build and manage their marketing strategies. Managers of online shopping mall should react to the different shopping value by shopper's experience.