Abstract:

It is not as easy as it used to be for businesses to gain competitive advantage and influence customers' purchasing decisions simply by creating a difference with products and services. Therefore, businesses are try to differentiate themselves from their competitors by providing consumers with creative and unique experiences. The fact that individuals start to spend more time in virtual environments and their purchases are made through these channels has caused virtual experiences to enter our lives. Virtual experiences that consumers had can have an affect on both their attitudes towards brands and their purchasing decisions. In this context, the main purpose of the study is to examine the relationships between virtual experiential marketing dimensions, brand loyalty and consumers' repurchase intentions. Consumers who have shopped from Trendyol in the last year were encluded in the scope of the research and the data collected by the survey method have been analyzed with structural equation modeling. As a result of the analyzes, it was determined that there were significant and positive relationships between sensory, emotional, behavioral, cognitive and relational experience dimensions and brand loyalty. It was also found that there are significant and positive relationships between the other four experience dimensions, except for the relational experience dimension, and consumers' repurchase intentions.

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