[雙語翻譯]體驗營銷外文翻譯--通過體驗營銷提高客戶網(wǎng)站參與度（英文）

1、This article was downloaded by: [University of Illinois Chicago] On: 09 December 2014, At: 10:17 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer Hou

2、se, 37-41 Mortimer Street, London W1T 3JH, UKThe Service Industries JournalPublication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/fsij20Improving customer web

3、site involvement through experiential marketingSaeed Shobeiria, Ebrahim Mazaherib bSchool of Commerce and Administration, Laurentian University, 130 Bell Farm Rd, Unit 2 cDepartment of Marketing, John Molson School of B

4、usiness, Concordia University, 1455 de Maisonneuve West, Montre ´al, Que ´bec, Canada H3G 1M8(Received 19 September 2012; accepted 17 July 2013)This study outlines some of the important positive outcomes of enh

5、ancing e-retailing services through adding experiential benefits. It investigates how provision of experiential values by an online store improves involvement of customers in the e- retailer’s website. This paper also lo

6、oks at the impacts of experiential values on the recently developed construct of perceived e-retailer’s assistive intent and investigates whether this variable contributes to the enhancement of website involvement. Colle

7、cting data from 431 North American students through a survey on actual shopping experiences supports the overall model and the majority of the hypotheses. Findings confirm that esthetics, service excellence, and customer

8、 return on investment are effective experiential values in terms of improving e-retailer’s assistive image and enhancing customers’ involvement in the website.Keywords: experiential values; e-retailing service; website i

9、nvolvement; assistive intentIntroductionThe use of the Internet by both consumers and businesses has significantly changed the retailing marketplace (Grewal & Levy, 2009). By using the Internet, consumers may obtain

10、information, provide feedback, and make transactions like never before (Ratchford, Lee, & Talukdar, 2003). Competition among e-retailing services has historically been based on factors such as price, convenience of t

11、he transaction process, and efficiency of the website. Today, however, the majority of online retailers offer these functional and technical aspects of the service process (Francis, 2009). Consequently, the competition a

12、mong such services has escalated and is currently based on improving customers’ service experience (Allred & Money, 2010). The primary objective of this study is to explore to what extent the enhancement of e-shoppin

13、g experience through offering experi- ential values could improve customers’ reactions toward the e-retailer’s website. Experi- ential benefits refer to a new and different source of shopping value that goes beyond the t

14、raditional values of price and quality (Mathwick, Malhotra, & Rigdon, 2001). Those benefits mainly aim to enrich the ‘consumption experience itself’ (Mathwick et al.,# 2014 Taylor & Francis?Corresponding author.