체험마케팅과 서비스품질이 중국소비자의 쇼핑가치와 점포선택에 미치는 영향

Effects of Experiential Marketing and Service Quality of Chinese Consumers on Shopping Values and Store Selection : A Case of Cosmetic Roadshop

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