Analyzing the Impact of Experiential Marketing on Women's Shopping Behavior: A Combined Study Using Grounded Theory and Structural Equation Modeling
Keywords:
Purchasing behavior model, five senses, sensory marketing, womenAbstract
In this research, the shopping pattern of women based on sensory marketing has been presented. The research method is applied in terms of purpose and exploratory and explanatory in terms of approach. Due to the fact that the present study is of mixed, exploratory and explanatory type, the mixed method was used in two phases, qualitative and quantitative. In the first phase, using inductive approach and using qualitative form through content analysis and application of Grounded Theory, the foundation identified 9 variables and 27 effective components on the pattern of women's purchasing based on sensory marketing in the form of causal conditions, central conditions, field conditions. Intervening conditions, strategies and outcomes. Then, in the second phase, the dimensions and components were quantitatively confirmed and finally the conceptual model developed in the qualitative phase was approved. The required information in the qualitative phase was collected through interviews with 10 experts and experts in marketing and consumer behavior, the number of which was determined by targeted snowball sampling. Also, in the quantitative part, the required data were collected by distributing a researcher-made questionnaire among 51 female customers of Kish commercial centers, which was determined by Cochran method. In this research, for designing and implementing the explained model, the structural equation modeling technique with pls software was used to test the qualitative model. The results of structural equation modeling showed that the five senses at the 95% confidence level have a significant effect on emotions. However, socio-cultural factors and individual and psychological factors do not have a significant effect on emotions. On the other hand, emotions at the 95% confidence level have a significant effect on thinking (intention to buy). Also, marketing mix elements and situational factors at 95% confidence level had a significant effect on thinking; And social responsibilities do not have a significant effect on thinking; However, the intention to buy at the level of 99% confidence has a significant effect on buying behavior.
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