전략적 체험 모듈(SEM)에 기반한 쇼핑체험의 결정요인

Determinants of Shopping Experiences Based on Strategic Experiential Modules

&nbsp;&nbsp;This study classifies experiential elements of shopping using 5 dimensions of Strategic Experiential Modules (sense, feel, think, act, relate) as proposed by Schmitt (1999). In order to establish relationships between these 5 dimensions and customer characteristics, the study investigates the shopping behaviors of departments stores customers as well as internet shoppers to verify the relationships between shopping values held by these showers and their shopping experience by segmenting values into utilitarian and hedonic ones. Also, it investigates the influence of perceived shopping involvement on shopping experience. Finally, the study purports to substantiate the role of prior shopping experience as moderator between shopping values and shopping experience.<BR>&nbsp;&nbsp;According to the study result, department store shoppers were shown to have significant correlation between hedonic value and emotional experience, while the same was found for internet shoppers between utilitarian value and cognitive experience. Proving the effects of prior shopping experience on shopping experience, the customer group with low prior shopping experience was found to have shopping experience influenced more by hedonic value than utilitarian value, whereas the group with high prior shopping experience was not found to have shopping value influence shopping experience. Finally, customer&quot;s shopping value significantly influenced shopping experience by the type of shopping stores. It was found that department store shoppers were influenced by hedonic value while internet shoppers were influenced by utilitarian value.