중국 온라인쇼핑 체험마케팅이 태도, 구매의도, 구전의도에 미치는 영향

Purpose: This study was conducted to study the effect of online shopping mall experience marketing in China on consumer behavior. Through this study, we tried to find out which factors of experience marketing affect consumer attitude, purchase intention, and conversational intention. In addition, by analyzing the effects of consumer attitude and purchase intention in forming conversational intention in experience marketing, this study aims to present a direction for the establishment of an online shopping mall experience marketing strategy in China. Research design, data, and methodology: For the purpose of this study, an online survey was conducted on consumers with experience in using online shopping malls in China, and 246 valid samples were finally analyzed. Descriptive statistics frequency analysis, factor analysis, and reliability analysis were performed using the SPSS 25.0 statistical package program, and regression analysis and mediating effect analysis were performed to verify the hypothesis. Results: As a result of the study, it was confirmed that the five experience marketing factors, sense, feel, recognition, behavior, and relationship, had a positive effect on consumer attitude, and that behavior, sene, and recognition experience had a greater effect. In addition, it was found that behavior experience had the greatest influence on purchase intention and recognition experience on conversational intention. Finally, it was confirmed that consumer attitude and purchase intention exert a mediating effect in the influence between recognition experience and conversational intention. Conclusions: If experience marketing factors can be combined with each other to provide various marketing solutions, it is meaningful to secure very strong strategic means for companies and marketers. To this end, companies need to reinforce experience marketing solutions first, and in particular, they need to provide a variety of behavior experiences, sense experiences, and recognition experiences.