体验营销与冲动性购买行为的关系研究
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摘要
伴随着体验经济的到来,企业越发重视实施体验营销对吸引消费者关注度的重要性。市场竞争日益激烈,消费者的需求也逐渐趋向于个性化,传统的营销模式难以满足顾客全新的消费观念。体验营销适时的到来,带领企业进入全新的市场营销模式。
冲动性购买行为是消费者日常生活中经常发生的一种购物行为,作为一种复杂的、特殊的消费者行为,长期以来备受众多学者和商家的关注。体验经济中,冲动性购买行为的地位尤为突出。消费者日常购买行为中,部分商品是根据实际的需求而做出购买决定。而多数商品的购买,是由于商品本身以及消费者所处的购物环境触及消费者的心理,临时做出购买决定。在体验经济背景下,如何能迎合消费者的购物心理,激发消费者短时间内做出非计划的购买决定,对于企业的长期稳定发展意义重大。
激烈的家居建材市场竞争中,品牌化经营这一战略手段收效显著。随着体验经济在各行各业的兴起,家居建材商店也适时的推出各种家居体验营销,并且效果明显。瑞典家居建材企业宜家家居进驻中国市场后,更是掀起家居建材体验营销的热浪。商家纷纷推陈出新,应用各种体验营销让消费者享乐其中,体验营销的成败对于家居建材商店的长期经营发展来说意义非凡。
本文采用问卷调查的方式,以家居建材商店为研究背景,收集体验营销对消费者冲动性购买行为影响的信息。应用SPSS16.0统计分析软件,通过回归分析、中介作用分析等功能,分析体验营销各个策略对消费者冲动性购买行为的影响程度及差异。进而为家居建材商店提出合理的营销建议。研究结论包括：
(1)家居建材商店背景下,显著影响顾客获取消费体验价值的体验营销有四个,按照影响程度由高到低依次是：关联体验营销、感官体验营销、行动体验营销、思考体验营销。
(2)家居建材商店背景下,显著影响消费者冲动性购买行为的体验营销有四个,按照影响程度由高到低依次是：感官体验营销、关联体验营销、情感体验营销、思考体验营销。实证研究结果显示,思考体验营销的回归系数为负,与预期的结果符号完全相反,即思考体验营销与消费者冲动性购买行为呈现负相关的趋势。
(3)消费体验价值在体验营销影响消费者冲动性购买行为过程中,起到了中介调节作用。
(4)家居建材商店背景下,情境因素依然对消费者冲动性购买行为产生显著的影响。
本次研究的创新之处主要体现在以下几个方面。首先,调研对象的创新。如果选择零售业整体作为研究样本,不足以说明单一领域中体验营销对消费者行为的影响。本文选取家居建材商店这一零售业态进行数据调研,研究该零售业态下消费者的购买行为,具有较强的针对性。其次,量表设计的创新。阅读、分析相关文献后发现,难以找到适合本文理论模型的成形量表,因此本文结合家居建材商店的特点和优势,充分考虑消费者的心理特征,对量表进行创新,使本文的调研结论更具适用性。最后,数据分析的创新。数据分析时不仅仅应用信度分析、因子分析检验问卷的信度和效度,应用回归分析验证体验营销对消费者冲动性购买行为的影响,同时以消费体验价值作为中介变量,分析消费体验价值在自变量对因变量影响过程中的中介作用。
本次实证研究依旧存在不足、亟需改善的地方。总结如下几点：
(1)数据样本质量不高。本文为尽可能获取准确的分析数据,全部的调研数据均源自家居建材商店的消费者。但是调研地点只局限于大连地区,并不能代表其他地区消费者的购买行为。另外,样本的数量不足,导致研究结论不能完全代表消费者的购买习惯。
(2)量表设计缺乏权威性。本文确定研究方向后,经过相关文献的分析总结,很难找到适合本文研究的成熟量表,通过自己对相关文献的理解,结合家居建材商店的特点,在成熟量表的基础上做出修改,设计出本文的量表。因此,量表的设计缺乏权威性对本文研究结论是否可行产生一定影响。
(3)数据分析软件单一。本文应用社会经济研究中常用的统计分析软件SPSS16.0进行调研数据的整理分析,应用效度分析、因子分析、回归分析等功能得出数据结论。除此之外,还有技术更为成熟、针对性更强的LISREL、AMOS等统计分析软件,在日后的研究中应全面考虑各个统计分析软件的特点,得出更为准确的数据来支持研究结论。
(4)冲动性购买行为影响因素研究不足。本文主体研究了体验营销对消费者冲动性购买行为的影响。除体验营销之外,仅考虑了情境因素对冲动性购买行为的影响,日后应扩展影响因素的范围,并考虑各个因素之间的相互影响作用。
With the arrival of Experience Economy. More and more companies focus on the importance of conducting Experiential Marketing Strategies which can attract the consumers effectively. The competitions in modern market become fierce gradually as well as the demand of consumer tend to be personalized. Traditional marketing model is hard to satisfy the new conception of customer. Experiential Marketing has arrived and brought the company into a total new marketing model in time.
Impulse Purchase is a common shopping behavior in customers' daily life. It attracts so much attention from scholars and retailers for a long time as a kind of complex and special customer behavior. It plays a crucial role in Experience Economy. Sometimes customers make decisions base on their urgent demand.Whereas the purchase of the most commodities due to the shopping environment and the mentality temporarily. Under the background of Experience Economy, how to cater to the shopping mentality of customers and excite their shopping desire within a short time is crucial. This means a lot for the long-term and stable development of each company.
The strategy of Brand Management makes a remarkable progress in the competitive Home Center market. With the spring up of Experience Economy in different industries, Home Center conducts a series of Experiential Marketing Strategy successfully. It has become more popular after IKEA entered China's Home Center market. Retailers innovate and conduct kinds of creative Experiential Marketing Strategy to entertain customers. It is critical for the company to be succeeded or not.
This study applies the method of Questionnaire Investigation. Bases on the background of Home Center. Collects information about the influence of Experiential Marketing on consumer's Impulse Purchase Behavior. Uses statistic analysis software SPSS 16.0 to operate Regression Analysis and Mediating Effect Analysis etc. Expecting to find out the extent and difference of influence which Experiential Marketing Strategy's impact on consumers' Impulse Purchase Behavior. Furthermore, Recommending reasonable Experiential Marketing Strategy for Home Center retailers.
Study Conclusions:
1. Under the background of Home Center, There are four Experiential Marketing Strategies affect the Consumption Value remarkably. Ranked by extent is Relate Marketing Strategy, Sense Marketing Strategy, Act Marketing Strategy and Think Marketing Strategy.
2. Under the background of Home Center, There are four Experiential Marketing Strategy affect the customer's Impulse Purchase Behavior remarkably. Ranked by extent is Sense Marketing Strategy, Relate Marketing Strategy, Emotion Marketing Strategy and Think Marketing Strategy. However the regression coefficient of Think Marketing Strategy is totally different with expectation. So the influence trend of Think Marketing Strategy on Impulse Purchase is negative correlation.
3. Consumption value plays a mediating effect in the process of Experiential Marketing Strategy affect the customers' Impulse Purchase Behavior.
4. Situation Factors influence the customers' Impulse Purchase Behavior remarkably. This conclusion is same with other scholars' study.
The innovations of thesis include. First, Innovative research target. It's hard to describe specific field if choosing the whole retailing format as the study sample. In this thesis we select Home Center and analyze Consumers Purchase Behavior. Second, The innovative design of scale. After reading relevant article.It's hard to find a proper scale. So this thesis innovates scale based on the traits and strengths of Home Center as well as considering the psychological characteristics of consumers' behavior. Third, The innovative data analysis. The process of data analyzing not only includes Reliability Analysis, Validity Analysis but also Regression Analysis to show the influence of experiential marketing on consumers' impulse purchase behavior. Meanwhile applying Mediating Effect Analysis as well.
The article also exists many shortages and weakness, For instance.
1. The quality of research data is limited. In order to get accurate data as possible as I can. All of the data come from customers at Home Center. However I just conduct the research in Dalian instead of nationwide.So the data barely represent the consumers behavior in other place. Furthermore the quantity of samples isn't sufficient.
2. The design of scale lacks of authority. The scale is modified base on the mature theory because I can not find suitable scale for the study. It will affect the authority of thesis.
3. The sole analysis software is not enough. SPSS 16.0 is applied in modern social and economic study commonly. How ever there are many other useful and practicable analysis software such as LISREL and AMOS etc.
4. The influence factors on Impulse Purchase Behavior should be increased. In this thesis mainly analyses the influence of experiential marketing on consumers' impulse purchase behavior. In the future I would increase the factors as well as considering the influence discrepancy between them.
冲动性购买行为是消费者日常生活中经常发生的一种购物行为,作为一种复杂的、特殊的消费者行为,长期以来备受众多学者和商家的关注。体验经济中,冲动性购买行为的地位尤为突出。消费者日常购买行为中,部分商品是根据实际的需求而做出购买决定。而多数商品的购买,是由于商品本身以及消费者所处的购物环境触及消费者的心理,临时做出购买决定。在体验经济背景下,如何能迎合消费者的购物心理,激发消费者短时间内做出非计划的购买决定,对于企业的长期稳定发展意义重大。
激烈的家居建材市场竞争中,品牌化经营这一战略手段收效显著。随着体验经济在各行各业的兴起,家居建材商店也适时的推出各种家居体验营销,并且效果明显。瑞典家居建材企业宜家家居进驻中国市场后,更是掀起家居建材体验营销的热浪。商家纷纷推陈出新,应用各种体验营销让消费者享乐其中,体验营销的成败对于家居建材商店的长期经营发展来说意义非凡。
本文采用问卷调查的方式,以家居建材商店为研究背景,收集体验营销对消费者冲动性购买行为影响的信息。应用SPSS16.0统计分析软件,通过回归分析、中介作用分析等功能,分析体验营销各个策略对消费者冲动性购买行为的影响程度及差异。进而为家居建材商店提出合理的营销建议。研究结论包括：
(1)家居建材商店背景下,显著影响顾客获取消费体验价值的体验营销有四个,按照影响程度由高到低依次是：关联体验营销、感官体验营销、行动体验营销、思考体验营销。
(2)家居建材商店背景下,显著影响消费者冲动性购买行为的体验营销有四个,按照影响程度由高到低依次是：感官体验营销、关联体验营销、情感体验营销、思考体验营销。实证研究结果显示,思考体验营销的回归系数为负,与预期的结果符号完全相反,即思考体验营销与消费者冲动性购买行为呈现负相关的趋势。
(3)消费体验价值在体验营销影响消费者冲动性购买行为过程中,起到了中介调节作用。
(4)家居建材商店背景下,情境因素依然对消费者冲动性购买行为产生显著的影响。
本次研究的创新之处主要体现在以下几个方面。首先,调研对象的创新。如果选择零售业整体作为研究样本,不足以说明单一领域中体验营销对消费者行为的影响。本文选取家居建材商店这一零售业态进行数据调研,研究该零售业态下消费者的购买行为,具有较强的针对性。其次,量表设计的创新。阅读、分析相关文献后发现,难以找到适合本文理论模型的成形量表,因此本文结合家居建材商店的特点和优势,充分考虑消费者的心理特征,对量表进行创新,使本文的调研结论更具适用性。最后,数据分析的创新。数据分析时不仅仅应用信度分析、因子分析检验问卷的信度和效度,应用回归分析验证体验营销对消费者冲动性购买行为的影响,同时以消费体验价值作为中介变量,分析消费体验价值在自变量对因变量影响过程中的中介作用。
本次实证研究依旧存在不足、亟需改善的地方。总结如下几点：
(1)数据样本质量不高。本文为尽可能获取准确的分析数据,全部的调研数据均源自家居建材商店的消费者。但是调研地点只局限于大连地区,并不能代表其他地区消费者的购买行为。另外,样本的数量不足,导致研究结论不能完全代表消费者的购买习惯。
(2)量表设计缺乏权威性。本文确定研究方向后,经过相关文献的分析总结,很难找到适合本文研究的成熟量表,通过自己对相关文献的理解,结合家居建材商店的特点,在成熟量表的基础上做出修改,设计出本文的量表。因此,量表的设计缺乏权威性对本文研究结论是否可行产生一定影响。
(3)数据分析软件单一。本文应用社会经济研究中常用的统计分析软件SPSS16.0进行调研数据的整理分析,应用效度分析、因子分析、回归分析等功能得出数据结论。除此之外,还有技术更为成熟、针对性更强的LISREL、AMOS等统计分析软件,在日后的研究中应全面考虑各个统计分析软件的特点,得出更为准确的数据来支持研究结论。
(4)冲动性购买行为影响因素研究不足。本文主体研究了体验营销对消费者冲动性购买行为的影响。除体验营销之外,仅考虑了情境因素对冲动性购买行为的影响,日后应扩展影响因素的范围,并考虑各个因素之间的相互影响作用。
With the arrival of Experience Economy. More and more companies focus on the importance of conducting Experiential Marketing Strategies which can attract the consumers effectively. The competitions in modern market become fierce gradually as well as the demand of consumer tend to be personalized. Traditional marketing model is hard to satisfy the new conception of customer. Experiential Marketing has arrived and brought the company into a total new marketing model in time.
Impulse Purchase is a common shopping behavior in customers' daily life. It attracts so much attention from scholars and retailers for a long time as a kind of complex and special customer behavior. It plays a crucial role in Experience Economy. Sometimes customers make decisions base on their urgent demand.Whereas the purchase of the most commodities due to the shopping environment and the mentality temporarily. Under the background of Experience Economy, how to cater to the shopping mentality of customers and excite their shopping desire within a short time is crucial. This means a lot for the long-term and stable development of each company.
The strategy of Brand Management makes a remarkable progress in the competitive Home Center market. With the spring up of Experience Economy in different industries, Home Center conducts a series of Experiential Marketing Strategy successfully. It has become more popular after IKEA entered China's Home Center market. Retailers innovate and conduct kinds of creative Experiential Marketing Strategy to entertain customers. It is critical for the company to be succeeded or not.
This study applies the method of Questionnaire Investigation. Bases on the background of Home Center. Collects information about the influence of Experiential Marketing on consumer's Impulse Purchase Behavior. Uses statistic analysis software SPSS 16.0 to operate Regression Analysis and Mediating Effect Analysis etc. Expecting to find out the extent and difference of influence which Experiential Marketing Strategy's impact on consumers' Impulse Purchase Behavior. Furthermore, Recommending reasonable Experiential Marketing Strategy for Home Center retailers.
Study Conclusions:
1. Under the background of Home Center, There are four Experiential Marketing Strategies affect the Consumption Value remarkably. Ranked by extent is Relate Marketing Strategy, Sense Marketing Strategy, Act Marketing Strategy and Think Marketing Strategy.
2. Under the background of Home Center, There are four Experiential Marketing Strategy affect the customer's Impulse Purchase Behavior remarkably. Ranked by extent is Sense Marketing Strategy, Relate Marketing Strategy, Emotion Marketing Strategy and Think Marketing Strategy. However the regression coefficient of Think Marketing Strategy is totally different with expectation. So the influence trend of Think Marketing Strategy on Impulse Purchase is negative correlation.
3. Consumption value plays a mediating effect in the process of Experiential Marketing Strategy affect the customers' Impulse Purchase Behavior.
4. Situation Factors influence the customers' Impulse Purchase Behavior remarkably. This conclusion is same with other scholars' study.
The innovations of thesis include. First, Innovative research target. It's hard to describe specific field if choosing the whole retailing format as the study sample. In this thesis we select Home Center and analyze Consumers Purchase Behavior. Second, The innovative design of scale. After reading relevant article.It's hard to find a proper scale. So this thesis innovates scale based on the traits and strengths of Home Center as well as considering the psychological characteristics of consumers' behavior. Third, The innovative data analysis. The process of data analyzing not only includes Reliability Analysis, Validity Analysis but also Regression Analysis to show the influence of experiential marketing on consumers' impulse purchase behavior. Meanwhile applying Mediating Effect Analysis as well.
The article also exists many shortages and weakness, For instance.
1. The quality of research data is limited. In order to get accurate data as possible as I can. All of the data come from customers at Home Center. However I just conduct the research in Dalian instead of nationwide.So the data barely represent the consumers behavior in other place. Furthermore the quantity of samples isn't sufficient.
2. The design of scale lacks of authority. The scale is modified base on the mature theory because I can not find suitable scale for the study. It will affect the authority of thesis.
3. The sole analysis software is not enough. SPSS 16.0 is applied in modern social and economic study commonly. How ever there are many other useful and practicable analysis software such as LISREL and AMOS etc.
4. The influence factors on Impulse Purchase Behavior should be increased. In this thesis mainly analyses the influence of experiential marketing on consumers' impulse purchase behavior. In the future I would increase the factors as well as considering the influence discrepancy between them.
引文
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[14]刘春梅.浅议体验营销在企业中的应用[J].理论与现代化,2010,(6)：48-50.
[15]李秀荣.冲动性购买行为之概念界定[J].东岳论丛,2009,(6)：137-139.
[16]李志飞.体验活动对冲动性购买行为的影响：情感反应视角[J].心理科学,2007,(3)：708-711.
[17]李燕燕.浅析体验式营销[J].时代经贸,2008,(7)：100-101.
[18]李光明.基于互动导向的体验营销策略研究[J].经济体质改革,2010,(1)：69-74.
[19]马连福.体验营销—触摸人性的需要[M].第1版.北京：首都经济贸易大学出版社,2005.66-78.
[20]温韬.顾客体验影响因素及其作用机制的实证研究——以电影放映业为例[J]. 东北大学学报,2009,(3)：230-235.
[21]毛学敏.体验营销中的消费者行为研究[J].销售与市场,2010,(2)：13.
[22]彭艳君.冲动性购买行为对重复购买意愿的影响研究[J].价格月刊,2009,(8)：76-80.
[23]王溯、傅贤治.体验营销与顾客体验价值分析模型[J].经济管理,2006,(21)：66-69.
[24]王贺强.消费者冲动性购买行为分析及其管理[J].新乡学院学报,2009,(2)：87-89.
[25]王家富.体验经济时代的营销新策略[J].大众科技,2005,(12)：160-161.
[26]肖建中、熊学慧.体验营销—流行美10倍速盈利新模式[M].第1版.北京：中国人民大学出版社,2005.89-93.
[27]熊素红、景奉杰.冲动性购买影响因素新探与模型构建[J].外国经济与管理,2010,(5)：56-64.
[28]叶小娟.基于消费者需求的体验营销战略探析[J].市场论坛,2009,(1)：45-47.
[29]禹慧娟、胡景初.美式家具卖场中实施体验营销的必要性[J].家具与室内装饰,2008,(2)：26-27.
[30]闫涛.零售顾客冲动性购买行为探析[J].渤海大学学报,2007,(3)：128-131.
[31]阎巧丽.消费者冲动性购买行为实证研究[D].西南交通大学.2009.
[32]于强.体验营销的价值创造研究[D].山东大学.2006.
[33]岳海龙.中国城市消费者冲动性购买行为的实证研究[D].武汉大学.2005.
[34]朱英亮.商店形象与冲动购买行为关系之研究[D].青岛大学.2007.
[35]张杰.创意家居产品的体验价值研究[D].上海交通大学.2009.
[36]张凤超、尤树洋.体验价值结构维度理论模型评介[J].外国经济与管理,2009,(8)：46-52.
[37]张凤超、尤树洋.顾客体验价值结构维度：DIY业态视角[J].华南师范大学学报.2009,(4)：108-113.
[38]张艳芳.体验营销：让消费者在体验中消费,在体验中享受[M].第1版.成都：西南财经大学出版社,2007.9-15.
[39]Buchanan-Oliver, Margo,2009, "The Body and Technology:Discourses Shaping Consumer Experience and Marketing Communications of Technological Products and Services", Advances in Consumer Research-North American Conference Proceedings, Vol.36, pp367-371.
[40]Bernd Schmitt,1999, "Experiential Marketing", Journal of Marketing Management, Vol.15, pp53-67.
[41]Brown, Alan,2008, "Application of the Experience Curve to price trends in medical devices:Implications for Product Development and Marketing Strategies", Journal of Medical Marketing, Vol.6, pp241-255.
[42]Chien W.,2010, "How Financial Attitudes and Practices Influence the Impulsive Buying Behavior of College and University Students", Social Behavior & Personality:An International Journal, Vol.38, pp373-380.
[43]Connor, Richard,2007, Targeting the Wrong Market for Impulsive Purchasing, Fort Worth Business Press.
[44]Chyan Yang,2008, "The Effects of Idolatry and Personality Traits on Impulse Buying:An Empirical Study", International Journal of Management, Vol.25, pp633-640.
[45]Dennis W. Rook,2003, "The Buying Impulse", Journal of Marketing, Vol.14, pp189-199.
[46]Dell Osso, Bernardo,2008, "Impulsive-Compulsive Buying Disorder:Clinical Overview", Australian & New Zealand Journal of Psychiatry, Vol.42, pp259-266.
[47]Davis, Robert,2009, "Anytime, Anywhere:Measuring the Ubiquitous Consumer's Impulse Purchase Behavior, "International Journal of Mobile Marketing" Vol.4, pp15-22.
[48]Fransen, Marieke,2010, "The Effects of Experience-Based Marketing Communication on Brand Relations and Hedonic Brand Attitudes:The Moderating Role of Affective Orientation", "Advances in Consumer Research-North American Conference Proceedings, Vol.37, pp801-802.
[49]Hueiju Yu, Wenchang Fang,2009, "Relative Impacts from Product Quality, service quality, and experience quality on customer perceived value and intention to Shop for the Coffee Shop Market", Total Quality Management & Business Excellence, Vol.20, pp1273-1285.
[50]Herabadi, Astrid G, "Consumption Experience of Impulse Buying in Indonesia: Emotional Arousal and Hedonistic Considerations", Asian Journal of Social Psychology", Vol.12, pp20-31.
[51]Hawkins Stern,1962, "The Significance of Impulse Buying Today", Journal of Marketing, Vol.20, pp59-62.
[52]Kwon Jung,2003, "An Exploratory Investigation into Impulse Buying Behavior in a Transitional Economy:A Study of Urban Consumers in Vietnam", Journal of International Marketing, Vol.11, pp 13-35.
[53]MingHui Huang,2001, "The Theory of Emotions in Marketing", Journal of Business and Psychology, Vol.16, pp239-247.
[54]Morris B. Holbrook, Elizabeth C. Hirschman,1982, "The Experiential Aspects of Consumption:Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, Vol.9, pp 132-140.
[55]Mosley, Richard, W.,2007, "Customer Experience, Organizational Culture and the Employer Brand", Journal of Brand Management, Vol.11, ppl23-134.
[56]Newman, Andrew,2007, "Marketing Images and Consumers' Experiences in Selling Environments", Journal of Marketing Management, Vol.3, ppl36-150.
[57]Niu, Han-Jen,2009, "Work Experience Effect on Idolatry and the Impulsive Buying Tendences of Adolescents", Adolescence, Vol.44, pp233-243.
[58]Peck, J., Childers, T.,2006, "If I Touch It I Have to Have It:Individual and Environmental Influences on Impulse Purchasing", Journal of Business Research, Vol.6, pp765-769.
[59]Peter, Paula,2010, "Emotional Intelligence, Impulse Buying and Self-Esteem:The Predictive Validity of Two Ability Measures of Emotional Intelligence", Advances in Consumer Research-North American Conference Proceedings, Vol.37, pp877-878.
[60]Sengupta, Jaideep, Rongrong Zhou,2007, "Understanding Impulsive Eaters Choice Behaviors:Motivational Influences of Regulatory Focus", Journal of Marketing Research, Vol.44, pp297-308.
[61]Srinivasan, Srini R.,2010, "Creating the Futuristic Retail Experience through Experiential Marketing:Is it possible? An Exploratory Study", Journal of Retail and Leisure Property, Vol.9, pp193-199.
[62]Shu Ling liao,2009, "The Effects of Sales Promotion Strategy, Product Appeal and Consumer Traits on Reminder Impulse Buying Behavior", International Journal of Consumer Study, Vol.33, pp274-284.
[63]Yinlong Zhang, Karen Page Winterich, Vikas Mittal,2010, "Power Distance Belief and Impulsive Buying", Journal of Marketing Research, Vol.10, pp945-954.
[64]Tynan, Caroline,2009, "Experience Marketing:A Review and Reassessment" Journal of Marketing Management, Vol.7, pp501-517.
[65]Yinlong Zhang,2008, "Culture Matters:The Impract of Power-Distance Belief on Consumers'Impulsive Buying Tendency", Advances in Consumer Research North American Conference Proceedings, Vol.35, pp643-652.
[66]Yi Hua, Chikang,2008, "Relationships among Experiential Marketing,Experiential Value and Customer Satisfaction", Journal of Hospitality and Tourism Research, Vol.32, pp387-410.
[67]Zhang, Yinlong,2010, "Power Distance Belief and Impulsive Buying", Journal of Marketing Research, Vol.47, pp945-954.
①郭国庆.体验营销新论[M].第1版.北京：中国工商出版社,2008.
②韩敏.体验式营销研究[J].中国商界,2008,(12)：33-34.
③肖建中、熊学慧.体验营销—流行美10倍速盈利新模式[M].第1版.北京：中国人民大学出版社,2005.89-93.
①李燕燕.浅析体验式营销[J].时代经贸,2008,(7)：100-101.
①李光明.基于互动导向的体验营销策略研究[J].经济体质改革,2010,(1)：69-74.
①岳海龙.中国城市消费者冲动性购买行为的实证研究[D].武汉大学.2005.
②李秀荣.冲动性购买行为之概念界定[J].东岳论丛,2009,(6)：137-139.
①闫涛.零售顾客冲动性购买行为探析[J].渤海大学学报,2007,(3)：128-131.
[1]伯尔尼·施密特.体验营销—如何增强公司及品牌的亲和力[M].第1版.北京：清华大学出版社,2004.55-73.
[2]伯尔尼·施密特.顾客体验管理—实施体验经济的工具[M].第2版.北京：机械工业出版社,2004.33-39.
[3]B·约瑟夫·派恩、詹姆斯·H·吉尔摩.体验经济[M].第3版.北京：机械工业出版社,2008.153-168.
[4]陈旭军.创造品牌价值的体验营销[J].销售与市场,2010,(11)：78-80.
[5]陈文荣.冲动性购买行为对品牌忠诚度的影响研究[D].武汉大学.2005.
[6]方征.顾客体验价值理论研究综述[J].经济纵横.2007,(14)：135-137.
[7]郭国庆.体验营销新论[M].第1版.北京：中国工商出版社,2008.66-75.
[8]郭盛勇.基于顾客让渡价值的餐饮企业体验营销实证研究[D].安徽大学.2005.
[9]韩敏.体验式营销研究[J].中国商界,2008,(12)：33-34.
[10]江林、张晓鲁.冲动性购买行为的实证分析及其营销策略[J].广东商学院学报,2006,(5)：19-22.
[11]刘金岩.顾客体验理论研究述评[J].冶金经济与管理,2009,(1)：44-47.
[12]刘凤军.体验经济时代的消费需求及营销战略[J].中国工业经济,2002,(8)：81-86.
[13]卢光发.基于消费者体验营销的顾客忠诚度诠释及其提升策略[J].商业时代,2010,(28)：24-25.
[14]刘春梅.浅议体验营销在企业中的应用[J].理论与现代化,2010,(6)：48-50.
[15]李秀荣.冲动性购买行为之概念界定[J].东岳论丛,2009,(6)：137-139.
[16]李志飞.体验活动对冲动性购买行为的影响：情感反应视角[J].心理科学,2007,(3)：708-711.
[17]李燕燕.浅析体验式营销[J].时代经贸,2008,(7)：100-101.
[18]李光明.基于互动导向的体验营销策略研究[J].经济体质改革,2010,(1)：69-74.
[19]马连福.体验营销—触摸人性的需要[M].第1版.北京：首都经济贸易大学出版社,2005.66-78.
[20]温韬.顾客体验影响因素及其作用机制的实证研究——以电影放映业为例[J]. 东北大学学报,2009,(3)：230-235.
[21]毛学敏.体验营销中的消费者行为研究[J].销售与市场,2010,(2)：13.
[22]彭艳君.冲动性购买行为对重复购买意愿的影响研究[J].价格月刊,2009,(8)：76-80.
[23]王溯、傅贤治.体验营销与顾客体验价值分析模型[J].经济管理,2006,(21)：66-69.
[24]王贺强.消费者冲动性购买行为分析及其管理[J].新乡学院学报,2009,(2)：87-89.
[25]王家富.体验经济时代的营销新策略[J].大众科技,2005,(12)：160-161.
[26]肖建中、熊学慧.体验营销—流行美10倍速盈利新模式[M].第1版.北京：中国人民大学出版社,2005.89-93.
[27]熊素红、景奉杰.冲动性购买影响因素新探与模型构建[J].外国经济与管理,2010,(5)：56-64.
[28]叶小娟.基于消费者需求的体验营销战略探析[J].市场论坛,2009,(1)：45-47.
[29]禹慧娟、胡景初.美式家具卖场中实施体验营销的必要性[J].家具与室内装饰,2008,(2)：26-27.
[30]闫涛.零售顾客冲动性购买行为探析[J].渤海大学学报,2007,(3)：128-131.
[31]阎巧丽.消费者冲动性购买行为实证研究[D].西南交通大学.2009.
[32]于强.体验营销的价值创造研究[D].山东大学.2006.
[33]岳海龙.中国城市消费者冲动性购买行为的实证研究[D].武汉大学.2005.
[34]朱英亮.商店形象与冲动购买行为关系之研究[D].青岛大学.2007.
[35]张杰.创意家居产品的体验价值研究[D].上海交通大学.2009.
[36]张凤超、尤树洋.体验价值结构维度理论模型评介[J].外国经济与管理,2009,(8)：46-52.
[37]张凤超、尤树洋.顾客体验价值结构维度：DIY业态视角[J].华南师范大学学报.2009,(4)：108-113.
[38]张艳芳.体验营销：让消费者在体验中消费,在体验中享受[M].第1版.成都：西南财经大学出版社,2007.9-15.
[39]Buchanan-Oliver, Margo,2009, "The Body and Technology:Discourses Shaping Consumer Experience and Marketing Communications of Technological Products and Services", Advances in Consumer Research-North American Conference Proceedings, Vol.36, pp367-371.
[40]Bernd Schmitt,1999, "Experiential Marketing", Journal of Marketing Management, Vol.15, pp53-67.
[41]Brown, Alan,2008, "Application of the Experience Curve to price trends in medical devices:Implications for Product Development and Marketing Strategies", Journal of Medical Marketing, Vol.6, pp241-255.
[42]Chien W.,2010, "How Financial Attitudes and Practices Influence the Impulsive Buying Behavior of College and University Students", Social Behavior & Personality:An International Journal, Vol.38, pp373-380.
[43]Connor, Richard,2007, Targeting the Wrong Market for Impulsive Purchasing, Fort Worth Business Press.
[44]Chyan Yang,2008, "The Effects of Idolatry and Personality Traits on Impulse Buying:An Empirical Study", International Journal of Management, Vol.25, pp633-640.
[45]Dennis W. Rook,2003, "The Buying Impulse", Journal of Marketing, Vol.14, pp189-199.
[46]Dell Osso, Bernardo,2008, "Impulsive-Compulsive Buying Disorder:Clinical Overview", Australian & New Zealand Journal of Psychiatry, Vol.42, pp259-266.
[47]Davis, Robert,2009, "Anytime, Anywhere:Measuring the Ubiquitous Consumer's Impulse Purchase Behavior, "International Journal of Mobile Marketing" Vol.4, pp15-22.
[48]Fransen, Marieke,2010, "The Effects of Experience-Based Marketing Communication on Brand Relations and Hedonic Brand Attitudes:The Moderating Role of Affective Orientation", "Advances in Consumer Research-North American Conference Proceedings, Vol.37, pp801-802.
[49]Hueiju Yu, Wenchang Fang,2009, "Relative Impacts from Product Quality, service quality, and experience quality on customer perceived value and intention to Shop for the Coffee Shop Market", Total Quality Management & Business Excellence, Vol.20, pp1273-1285.
[50]Herabadi, Astrid G, "Consumption Experience of Impulse Buying in Indonesia: Emotional Arousal and Hedonistic Considerations", Asian Journal of Social Psychology", Vol.12, pp20-31.
[51]Hawkins Stern,1962, "The Significance of Impulse Buying Today", Journal of Marketing, Vol.20, pp59-62.
[52]Kwon Jung,2003, "An Exploratory Investigation into Impulse Buying Behavior in a Transitional Economy:A Study of Urban Consumers in Vietnam", Journal of International Marketing, Vol.11, pp 13-35.
[53]MingHui Huang,2001, "The Theory of Emotions in Marketing", Journal of Business and Psychology, Vol.16, pp239-247.
[54]Morris B. Holbrook, Elizabeth C. Hirschman,1982, "The Experiential Aspects of Consumption:Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, Vol.9, pp 132-140.
[55]Mosley, Richard, W.,2007, "Customer Experience, Organizational Culture and the Employer Brand", Journal of Brand Management, Vol.11, ppl23-134.
[56]Newman, Andrew,2007, "Marketing Images and Consumers' Experiences in Selling Environments", Journal of Marketing Management, Vol.3, ppl36-150.
[57]Niu, Han-Jen,2009, "Work Experience Effect on Idolatry and the Impulsive Buying Tendences of Adolescents", Adolescence, Vol.44, pp233-243.
[58]Peck, J., Childers, T.,2006, "If I Touch It I Have to Have It:Individual and Environmental Influences on Impulse Purchasing", Journal of Business Research, Vol.6, pp765-769.
[59]Peter, Paula,2010, "Emotional Intelligence, Impulse Buying and Self-Esteem:The Predictive Validity of Two Ability Measures of Emotional Intelligence", Advances in Consumer Research-North American Conference Proceedings, Vol.37, pp877-878.
[60]Sengupta, Jaideep, Rongrong Zhou,2007, "Understanding Impulsive Eaters Choice Behaviors:Motivational Influences of Regulatory Focus", Journal of Marketing Research, Vol.44, pp297-308.
[61]Srinivasan, Srini R.,2010, "Creating the Futuristic Retail Experience through Experiential Marketing:Is it possible? An Exploratory Study", Journal of Retail and Leisure Property, Vol.9, pp193-199.
[62]Shu Ling liao,2009, "The Effects of Sales Promotion Strategy, Product Appeal and Consumer Traits on Reminder Impulse Buying Behavior", International Journal of Consumer Study, Vol.33, pp274-284.
[63]Yinlong Zhang, Karen Page Winterich, Vikas Mittal,2010, "Power Distance Belief and Impulsive Buying", Journal of Marketing Research, Vol.10, pp945-954.
[64]Tynan, Caroline,2009, "Experience Marketing:A Review and Reassessment" Journal of Marketing Management, Vol.7, pp501-517.
[65]Yinlong Zhang,2008, "Culture Matters:The Impract of Power-Distance Belief on Consumers'Impulsive Buying Tendency", Advances in Consumer Research North American Conference Proceedings, Vol.35, pp643-652.
[66]Yi Hua, Chikang,2008, "Relationships among Experiential Marketing,Experiential Value and Customer Satisfaction", Journal of Hospitality and Tourism Research, Vol.32, pp387-410.
[67]Zhang, Yinlong,2010, "Power Distance Belief and Impulsive Buying", Journal of Marketing Research, Vol.47, pp945-954.