A STUDY OF AN IMPACT OF VIRTUAL EXPERIENCE MARKETING ON CUSTOMERS' PURCHASE BEHAVIORS :A CASE STUDY OF A CAT CAFÉ
Keywords:
Virtual experience marketing; consumer behavior; cat caféAbstract
With the growth of China's consumer market and the improvement of consumers' purchasing power as well as the rapid development of Internet technology which brings out live broadcast delivery and short videos and triggers the competition among enterprises, businesses have begun to look for new breakthroughs in the competition in order to attract young people. Based on the questionnaire survey of cat café consumers and the theories of marketing and consumer buying behavior, this thesis analyzes the elements of virtual experience marketing including sensory experience, service experience, emotional experience, interactive experience, product experience. consumer values, affective factors, and cognitive factors. In this study, the regression equation is used to analyze the data, and the analysis shows that eight variables have significant positive effects on consumers' purchasing behavior. Combined with empirical research results, it is found that interactive experience, product experience, and service experience have higher effect degree than other elements. It can be concluded that the cat café can adopt virtual experience marketing programs from different angles to obtain effective marketing results.
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