The Influence of In-Store Experiential Events on Shopping Value Perceptions and Shopping Behavior

Sean Sands, Monash University, Australia
Harmen Oppewal, Monash University, Australia
Michael Beverland, University of Melbourne, Australia
This paper investigates the potential for experience enhancing in-store retail events to impact consumer value perceptions and behavior. We report findings from a survey where the presence and type of in-store experiential event was varied by shopping scenario descriptions with regard to DIY category shopping. ANOVA and mediation tests are conducted and indicate that the presence of an in-store event significantly increases consumer value perceptions and reported shopping behavior intentions. We find no significant differences among the types of in-store event presented for either perceived shopping value or shopping behavior intention. We do, however, find event specific effects for consumers perceived shopping enjoyment.
[ to cite ]:
Sean Sands, Harmen Oppewal, and Michael Beverland (2008) ,"The Influence of In-Store Experiential Events on Shopping Value Perceptions and Shopping Behavior", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 298-303.