An experiential retailing strategy is considered cardiotonic for consumers and brands. When such a stimulus is used, what cognition and behaviors are generated is an issue worthy of study. Therefore, the purpose of this study is to explore the factors and mechanisms that affect consumer response and relationship quality through empirical research.
Based on theoretical deduction, this paper proposes a conceptual model that includes four antecedents: experiential scene atmosphere (ESA), highlight design, interaction approach and value fit. These affect consumer–brand relationship quality (CRQ) through consumer identification (CI), brand identity (BI) and experiential immersion degree. In two rounds of predictive tests, 624 and 481 valid data were collected, respectively, and the feasibility of the scale was verified scrupulously. Furthermore, 427 participants reported the participants' tendencies in a formal empirical study.
The results show that the direct effects of antecedents, mediators and dependent variables are significant. Although the mediating effect of BI in experiential highlighting design on CRQ is not supported, other consumer response variables have a full or partial mediating effect.
This study not only functions as an innovation of research perspective enriching the theoretical framework of the influence mechanism of experiential retailing, but also strengthens the discussion on the role of value fit, especially emotional value fit, in experiential retailing.
