INDECS 20(4), 413-428, 2022 DOI 10.7906/indecs.20.4.8 Full text available in pdf and xml formats.

Received: 8th October 2021. Accepted: 31st March 2022. Regular article

ABSTRACT

As a result of the changes in lifestyles, consumption habits, and consumer expectations in recent years, individuals prefer to buy experiences instead of just purchasing products and services. The basics of the economy accept consumption as an experience process and experiential marketing is gradually increasing its importance in our lives. The focus of experiential marketing is the idea that there is a hedonistic and experiential value surrounding the product and service, and even consumption itself, as well as the functional and utilitarian value that emerges with the purchase of a product or service. Today, with the widespread use of the internet and the development of information technologies, virtual experiential marketing has emerged. In this context, the aim of the research is to examine the effect of virtual experiential marketing on e-store image and e-store loyalty. Within the scope of the research, data were collected from 531 people using the online survey technique. Confirmatory Factor Analysis and Path Analysis were applied to the data with Partial Least Squares Structural Equation Modelling. According to the Confirmatory Factor Analysis results, the scale was found to be valid and reliable. According to the path analysis results, it was concluded that all of the virtual experiential marketing dimensions have a significant effect on the e-store image and that these dimensions positively and significantly affect the e-store loyalty through the e-store image. It was determined that e-shop image has an effect on e-shop loyalty.

KEY WORDS
virtual experiential marketing, e-store image, e-store loyalty, path analysis, pls-sem

CLASSIFICATION

JEL:

M30, M31