The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum

Boya Li

doi:10.4236/ajibm.2018.83037

Abstract

Brand experience has been considered a tactical tool that satisfies consumers’ needs and allows them to engage with the brands. Considering the global economic slowdown, China’s traditional museums are less visited and the sales of relevant products (e.g. souvenirs) are declining. With a combination of literature review and primary research, the study has drawn a positive conclusion that brand experience (sensory, affective, behavior and intellectual) can effectively motivate people’s intention to revisit and purchase in museums in China. Therefore, the study will give important implications to the insights of consumers’ experience preferences and will guide an upgraded marketing strategy for the development of museums.

Highlights

Due to the globalization and Internet development, people’s living styles have changed drastically with infiltration of multiple cultures
Quantitative research was used to examine the hypotheses by empirically testing the relationship between brand experience and people’s revisit intention along with purchase intention
The survey results have given a better understanding of brand experience in the field of consumer visiting behavior

Summary

Introduction

Due to the globalization and Internet development, people’s living styles have changed drastically with infiltration of multiple cultures. In nowadays China, museums, defined as institutions that “conserves a collection of artifacts and other objects of scientific, artistic, cultural, or historical importance and makes them available for public viewing through exhibits that may be permanent or temporary (Porter, 2007) [1]”, are rarely visited and the relevant souvenirs are failing to increase sales. Shifting from intangible culture to tangible monetary value, the sales of souvenirs can ensure museums a balance of payments and a part of maintaining fee. Few visitors have caused new challenges for museums in the field of marketing.

Methods

Results

Conclusion