Experiential Purchase Quality
通过定性和定量研究，发现高质量体验式购买由独特性、趣味性、逃避现实、服务场景质量和社会一致性五个维度构成，并影响口碑、怀旧和价格敏感度。
Experiential purchases, such as movies, theme parks, and vacations, represent a unique, and exceedingly popular, type of marketing behavior. Despite the increasing popularity of purchased experiences, the question of what makes one experiential purchase superior to another remains elusive. Using a multimethod, grounded theory approach, the authors perform two qualitative studies that reveal high-quality experiential purchases are composed of five dimensions: uniqueness, fun, escapism, servicescape quality, and social congruence. Next, an empirical model of experiential purchase quality (EPQ) and its outcome variables is tested in two different settings. The results find support for the EPQ conceptualization and uncover that a high-quality experiential purchase can positively influence braggart word of mouth, nostalgia, and self-connectedness to the experience while also lowering price consciousness perceptions to repeat the experience. A comparison of short and long experiences found that customers put a heavier weighting on concepts such as escapism and social congruence in shorter experiences where longer experiences had a heavier emphasis on the servicescape and perceptions of fun. From a managerial perspective, our results highlight that a one-size-fits all approach in experiential management is problematic. Managers need to understand that customers have different evaluative criteria depending on the length of an experiential purchase.