The Researches on Optimizing Path of Virtual Experience in Online Shopping Based on the Perspective of Customer Satisfaction
With the rapid development of network economy, customer virtual experience has been considered to be a key concept in experience marketing. Consumer behavior, services marketing and other underlying logic and managerial rationale for experience marketing is well established in the marketing literature. However, both academics and practitioners on this topic yet pay scant attention to the contributions of academics in the virtual experience in online shopping based on the perspective of customer satisfaction. The purpose of this paper is to review the extant work on experience marketing and then introduce ACSI model. The relationship between the virtual experience and the consumer satisfaction is also discussed. And four implications for practitioners and academics are suggested. 关键 词 Virtual experiential, Experiential marketing, Consumer satisfaction, Online shopping;
Virtual experiential Experiential marketing Consumer satisfaction Online shopping
SONG Ping LI Hongwei YIN Xunguo
School of Economics and Management, Shandong University of Science and Technology,P.R.China, 266590 Business School, Renmin University of China, China, 100862
国际会议
贵阳
英文
18-22
2011-12-17（万方平台首次上网日期，不代表论文的发表时间）