Research On The Influence Of Affordable Luxury In-store Experience On Consumers’ Purchase Intention

With the rapid economic development of China,affordable luxury,which is different from traditional luxury,has receiving more attention from consumers.Affordable luxury has become the largest part of luxury consumption in China.With the rapid development of tourism,import tax policy and brand pricing strategies,the interval between the price is too large,which promoting consumers choose to buy luxury goods overseas.In this situation,on one hand,China’s affordable luxury stores through improving the in-store experience and the purchase intention of customers,so that if the price is acceptable,they can more effectively promote the consumption return.On the other hand,there are few scholars study the relationship between in-store experience and purchase intention from the perspective of affordable luxury.Therefore,the research on the relationship between affordable luxury in-store experience and purchase intention will be a great research perspective,which has important theoretical and practical significance.On the basis of reviewing and summarizing domestic and foreign literature,this study divides in-store experience into five dimensions,including sense,feel,think,act and relate,and taking perceived value as a mediating variable,then constructs a model of the impact of in-store experience on customer perceived value and purchase behavior.By using relevant maturity scale to form a questionnaire,this paper took customers of affordable luxury stores as the survey objects and sent the questionnaires through offline and online.Finally,260 questionnaires were collected,and 245 of them were valid questionnaires.The hypothesis was tested by statistical methods such as reliability and validity test,correlation analysis and multiple regression analysis through SPSS26.0.Through empirical analysis,this study draws the following conclusions:(1)In affordable luxury stores,sense experience,feel experience,act experience and relate experience have a significant positive impact on consumers’ purchase intention,and There is no significant relationship between think experience and consumers’ purchase intention.(2)Sense experience,feel experience,think experience,act experience and relate experience have a significant positive impact on perceived value.(3)In affordable luxury stores,perceived value has a significant positive impact on purchaser intention,and plays a mediating role between in-store experience and consumers’ purchase intention.Finally,based on the above conclusions,this paper puts forward marketing inspiration and suggestions on how affordable luxury storescan enhance consumers’ purchase intentions through different experiences,and points out the shortcomings and future prospects of this research.