Café or art exhibition? Which experience is more effective in luxury fashion flagships?

IF 3.2 4区 管理学 Q2 BUSINESS Journal of Fashion Marketing and Management Pub Date : 2024-09-13 DOI:10.1108/jfmm-12-2022-0269
Jin Jeong, Ha Kyung Lee, Yuri Lee
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Abstract

Purpose

The purpose of this study is to investigate the effect of brand experiences through cafés or art spaces in luxury fashion flagships on consumers’ buying behavior toward authorized shopping channels.

Design/methodology/approach

Online questionnaires are used by adapting measurements from prior research. We test whether positive relationships exist between multi-faceted (i.e. sensory, emotional, intellectual, and relational) experiences, consumer’s revisiting intention toward the experiential spaces, and the purchase intention of luxury fashion goods from authorized channels, especially focusing on the mediation effect of the intention to revisit. We also include the experiential space type (cafés vs. art exhibitions) as moderator.

Findings

The results confirm that sensory, emotional, intellectual, and relational experiences in cafés or art exhibitions of luxury fashion flagships have a positive impact on the intention to revisit. This revisit intention to experience space has a significant effect on purchase intention from authorized shopping channels. Specifically, sensory experiences in an art space could lead to a positive revisit intention for consumers. Furthermore, relational experiences in cafés could create positive revisit intention in consumers.

Originality/value

This is the first study to compare consumers' perceptions by categorizing extended brand spaces and assessing experiential marketing for authorized shopping channels.

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咖啡厅还是艺术展?在奢侈时尚旗舰店中,哪种体验更有效?
本研究的目的是调查奢侈品时尚旗舰店中咖啡馆或艺术空间的品牌体验对消费者授权购物渠道购买行为的影响。我们检验了多方面(即感官、情感、智力和关系)体验、消费者对体验空间的重访意向以及对授权渠道的奢侈时尚商品的购买意向之间是否存在正相关关系,尤其关注重访意向的中介效应。我们还将体验空间类型(咖啡馆与艺术展览)作为调节因素。结果结果证实,在奢侈品时尚旗舰店的咖啡馆或艺术展览中的感官、情感、智力和关系体验对重访意向有积极影响。这种对体验空间的重访意向对授权购物渠道的购买意向有显著影响。具体来说,艺术空间中的感官体验会给消费者带来积极的重访意向。此外,咖啡馆中的亲情体验也会使消费者产生积极的重访意向。原创性/价值这是第一项通过对扩展品牌空间进行分类并对授权购物渠道的体验式营销进行评估来比较消费者感知的研究。
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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
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