Improving customer website involvement through experiential marketing

Abstract

This study outlines some of the important positive outcomes of enhancing e-retailing services through adding experiential benefits. It investigates how provision of experiential values by an online store improves involvement of customers in the eretailer's website. This paper also looks at the impacts of experiential values on the recently developed construct of perceived e-retailer's assistive intent and investigates whether this variable contributes to the enhancement of website involvement. Collecting data from 431 North American students through a survey on actual shopping experiences supports the overall model and the majority of the hypotheses. Findings confirm that esthetics, service excellence, and customer return on investment are effective experiential values in terms of improving e-retailer's assistive image and enhancing customers' involvement in the website.

Creating the right customer experience online: The influence of culture

“…In the context of online shopping, research shows that experiential values could improve website personality (Shobeiri, Laroche, and Mazaheri 2013), preference for the e-retailer (Mathwick, Malhotra, and Rigdon 2001;Overby and Lee 2006), customer satisfaction (Lee and Overby 2004), emotions (Jeong et al 2009), website involvement (Shobeiri, Mazaheri, and Laroche 2014), attitudes toward the site/eretailer (Fiore, Kim, and Lee 2005;Keng and Ting 2009), customers' patronage intentions (Fiore, Kim, and Lee 2005;Jeong et al 2009;Mathwick, Malhotra, and Rigdon 2001;Soltani and Gharbi 2008), and the brand equity of dot-coms (Na andMarshall 2005, Page andLepkowska-white 2002). In these studies, experiential benefits are measured based on various proposed models in the literature including these of Schmitt (1999) (2001) is the only one that was originally developed for the context of online (as well as catalog-based) retailing.…”

Editorial

“…For instance, Shobeiri, Mazaheri, and Laroche (2014) investigated how experiential benefits can enhance customer involvement in a website. Comparing services to manufacturing industries related to the topic of six articles.…”

QR Code and the Wine Sector: What Contents? An Exploratory Research Study on the Wine Industry

“…Authors scanned 91 QR codes of Italian wine brands purchased from three large stores of grocery retailers located in Tuscany and classified the contents in terms of website homepage or specific website page, the technical file of the wine, or other pages (Yoo and Kim 2014;Shobeiri et al 2014;Geissler et al 2006). Hence, authors focused only on website homepages and website technical files of the products with the intent of examining specific hedonic (Alba and Williams 2013;Hirschman and Holbrook 1982) and technical aspects of each category (Sheth et al 1991).…”