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Sean Sands, Harmen Oppewal, Michael Beverland (2008), "THE INFLUENCE OF IN-STORE EXPERIENTIAL EVENTS ON SHOPPING VALUE PERCEPTIONS AND SHOPPING BEHAVIOR", in Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 298-303.
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.
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