Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost

Chi-Hsien Kuo; Shin’ya Nagasawa

doi:doi:10.11648/j.sjbm.s.2015030201.15

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Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost

Chi-Hsien Kuo, Shin’ya Nagasawa

Published in Science Journal of Business and Management (Volume 3, Issue 2-1)

Received: 23 March 2015 Accepted: 23 March 2015 Published: 11 April 2015

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Abstract

The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.

Published in	Science Journal of Business and Management (Volume 3, Issue 2-1) This article belongs to the Special Issue Customer Experience Management / Marketing Branding
DOI	10.11648/j.sjbm.s.2015030201.15
Page(s)	43-53
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2015. Published by Science Publishing Group

Keywords

Luxury Goods, Experiential Marketing Module, Purchase Intention

References

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Chi-Hsien Kuo, Shin’ya Nagasawa. (2015). Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost. Science Journal of Business and Management, 3(2-1), 43-53. https://doi.org/10.11648/j.sjbm.s.2015030201.15

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Chi-Hsien Kuo; Shin’ya Nagasawa. Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost. Sci. J. Bus. Manag. 2015, 3(2-1), 43-53. doi: 10.11648/j.sjbm.s.2015030201.15

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Chi-Hsien Kuo, Shin’ya Nagasawa. Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost. Sci J Bus Manag. 2015;3(2-1):43-53. doi: 10.11648/j.sjbm.s.2015030201.15

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@article{10.11648/j.sjbm.s.2015030201.15,
  author = {Chi-Hsien Kuo and Shin’ya Nagasawa},
  title = {Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost},
  journal = {Science Journal of Business and Management},
  volume = {3},
  number = {2-1},
  pages = {43-53},
  doi = {10.11648/j.sjbm.s.2015030201.15},
  url = {https://doi.org/10.11648/j.sjbm.s.2015030201.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.15},
  abstract = {The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.},
 year = {2015}
}

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TY  - JOUR
T1  - Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost
AU  - Chi-Hsien Kuo
AU  - Shin’ya Nagasawa
Y1  - 2015/04/11
PY  - 2015
N1  - https://doi.org/10.11648/j.sjbm.s.2015030201.15
DO  - 10.11648/j.sjbm.s.2015030201.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 43
EP  - 53
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.s.2015030201.15
AB  - The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.
VL  - 3
IS  - 2-1
ER  -

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Author Information

Chi-Hsien Kuo

Graduate School of Commerce, Waseda UniversityBusiness School, Tokyo, Japan
Shin’ya Nagasawa

Graduate School of Commerce, Waseda UniversityBusiness School, Tokyo, Japan

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APA Style

Chi-Hsien Kuo, Shin’ya Nagasawa. (2015). Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost. Science Journal of Business and Management, 3(2-1), 43-53. https://doi.org/10.11648/j.sjbm.s.2015030201.15

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ACS Style

Chi-Hsien Kuo; Shin’ya Nagasawa. Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost. Sci. J. Bus. Manag. 2015, 3(2-1), 43-53. doi: 10.11648/j.sjbm.s.2015030201.15

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AMA Style

Chi-Hsien Kuo, Shin’ya Nagasawa. Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost. Sci J Bus Manag. 2015;3(2-1):43-53. doi: 10.11648/j.sjbm.s.2015030201.15

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@article{10.11648/j.sjbm.s.2015030201.15,
  author = {Chi-Hsien Kuo and Shin’ya Nagasawa},
  title = {Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost},
  journal = {Science Journal of Business and Management},
  volume = {3},
  number = {2-1},
  pages = {43-53},
  doi = {10.11648/j.sjbm.s.2015030201.15},
  url = {https://doi.org/10.11648/j.sjbm.s.2015030201.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.15},
  abstract = {The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.},
 year = {2015}
}

Copy | Download

TY  - JOUR
T1  - Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost
AU  - Chi-Hsien Kuo
AU  - Shin’ya Nagasawa
Y1  - 2015/04/11
PY  - 2015
N1  - https://doi.org/10.11648/j.sjbm.s.2015030201.15
DO  - 10.11648/j.sjbm.s.2015030201.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 43
EP  - 53
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.s.2015030201.15
AB  - The luxury market has growth dramatically in the recent years. Researches for luxury market drew more attention in academic fields. This paper proposed in research model to understand the consumer consumption behavior based on the experiential marketing module proposed by Schmitt (1990). With 379 valid samples, this study found that both of sense and feel positively influenced the consumer trust and self-esteem. Indeed, information search cost fully mediated the relationship between the trust and behavioral intention, and partially mediated the relationship between the self-esteem and behavioral intention. For marketers who want to promote the market share, this study provides more comprehensive information on how to offer the efficient marketing clues to invest the limited resource on the critical variables in order to maximize the sales volume. More theoretical and managerial implications are also discussed in the last section.
VL  - 3
IS  - 2-1
ER  -

Copy | Download