Abstract:

Companies that are faced with the fact of constantly changing consumer expectations must keep their marketing activities dynamic during this process. Experiential marketing is a strategic concept that helps at this point. Experiential marketing aims to bring the benefit that the product will create to the consumer and focuses on the experience of the product from sensual, sensual, cognitive, behavioral and social aspects. Experiential marketing can take place on any platform. The websites that provide the possibility of e-commerce from consumer to consumer are also one of these platforms. In particular, it is extremely likely that consumers, in the era of digital technology and internet, where they are extremely free and interactive, sell their products in electronic environments and, again, buy products from individual sellers like themselves, even expect to buy them unplannedly and be satisfied with the achievement. It is an important question how and in what direction the experience marketing activities affect these behaviors on the platform concerned. This study was conducted with the aim of identifying the impact of the experience marketing activities of the websites that provide e-commerce opportunities from consumer to consumer on consumers’ unplanned purchasing behaviors and satisfactions. For the research sample, individuals who live in the province of Konya and have previously made shopping from the consumer to the consumer’s websites are preferred. In this context, a study was conducted using the face-to-face survey method on the selected sample. The data was analyzed with the SPSS 24 Statistical Package Program and the results were evaluated. According to the demographic characteristics of the participants and the statistics of their responses to the statements in the survey, young people and high-level educational individuals were found to be made up. Participants’ opinions on the experience marketing activities of their websites that provide e-commerce opportunities from consumer to consumer are positive, participants are satisfied with their purchases from these websites but do not buy products from these websites unplannedly. As a result of the factor analysis, experience marketing is divided into three factors: sensual-cognitive, behavioral-social and sensual. Multi-variable regression analysis found that behavioral-social experiences have a positive impact on unplanned purchases, while sensual-cognitive and sensual experiences have a positive impact on customer satisfaction. Correlation analysis has found a reverse relationship between unplanned purchase and customer satisfaction.

Abstract:

Businesses that are faced with changing consumer expectations should keep their marketing activities dynamic. Experiential marketing is a strategic concept that helps businesses at this point. Experiential marketing aims to bring the benefit of the product to the consumer and it focuses on the sensory, sensual, cognitive, behavioral and social experience of the product. Experiential marketing is showed in every kind of platform. Websites that provide e-commerce from consumer to consumer are also one of these platforms. In particular, in the digital technology and the internet age which consumers are extremely free and interactive, it is extremely possible to sell their own products and buying products from individual vendors such as themselves, even more to purchase unplanned and to wait to be satisfied after purchase extremely likely. It is an important question that how experiential marketing activities effect to these behaviors on the platform. The aim of this study is to determine the effect of experiential marketing activities of the websites that provide e-commerce from consumer to consumer on the unplanned buying behavior and satisfaction of consumers. For the research, individuals who had previously been shopping in the province of Konya and who had previously been shopping from the consumer web site. In this context, a study was conducted using face-to-face survey method on the selected sample. The data were analyzed by SPSS 24 Statistical Package Program and the results were evaluated. Within the scope of the research results; demographic characteristics of participants and statistics of their responses to questionnaires, the participants are young and have high educational level. Participants' opinions about experiential marketing activities of websites that provide e-commerce from consumer to consumer are positive, participants were satisfied with their purchases from these sites however, they do not buy products from these sites in an unplanned manner. As a result of factor analysis, experiential marketing is divided into three factors: sensory-cognitive, behavioral-social, and emotional. Multivariate regression analysis shows that behavioral-social experiences have positive effect on unplanned purchasing, and sensory-cognitive and emotional experiences have positive effects on customer satisfaction. Correlation analysis revealed an inverse relationship between unplanned purchase and customer satisfaction

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