L'immersion du consommateur dans une expérience de shopping

Laurent Maubisson ()
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Laurent Maubisson: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - Comue de Toulouse - Communauté d'universités et établissements de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Many stores offer experiential contexts to promote immersion in the consumer shopping expe-rience. This research suggest a reliable and valid scale of consumer immersion (4 dimensions: time distortion, escape, enjoyment, projection) when he visit a store (3 brands tested). Its influ-ence on the satisfaction of the visit, the intention to return and word of mouth is then tested in the light of 257 respondants of Cultura store

Keywords: " structural equation modeling"; scale measurement"; " équations structurelles"; échelle de mesure; " échelle de mesure"; "expérience de shopping"; " flow"; "Immersion"; Immersion; flow; expérience de shopping; équations structurelles (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème Congrès de l'Association Française du Marketing (AFM), May 2012, Brest, France. pp.31

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00742555

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