文章基本信息

标题：Stimulating Curiosity and Consumer Experience in a Retailer
本地全文：下载
作者：Silvia Cachero-Martínez ; Rodolfo Vázquez-Casielles
期刊名称：American Journal of Industrial and Business Management
印刷版ISSN：2164-5167
电子版ISSN：2164-5175
出版年度：2017
卷号：07
期号：04
页码：473-486
DOI：10.4236/ajibm.2017.74034
语种：English
出版社：Scientific Research Publishing
摘要：Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer.
关键词：Experience Marketing;Emotion;Retail;Customer Experience Management