The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia intensity, word-of-mouth (WOM) communication and behavioural intentions).
A quantitative study using a self-administered questionnaire was conducted. The sample comprised of 645 respondents and the snowball sampling technique was used. Consumption experience was measured using a seven-dimensional scale (dimensions: hedonic, flow, escapism, socialisation, personal challenge, learning and communitas).
Not all experience dimensions affect consumers equally in the post-consumption stage. Hedonism was an important experiential dimension affecting positively most of the post-consumption variables. Other boosters of consumers’ nostalgia, WOM communication and behavioural intentions were the feelings of escapism, knowledge and communitas. On the contrary, flow and personal challenge were negative predictors of consumers’ evaluations.
Marketers should co-create the experience with consumers by carefully managing their experiential offering. Companies should focus on designing pleasurable, social, educational and fantasy experiences while minimizing the feelings of immersion and risk that arise from intense activities.
A holistic conceptual model on the consequences of the different consumption experience dimensions is tested. Until now, most of the relevant studies on experiences have treated experience as a higher order construct without taking into consideration the different effects of the various experience dimensions. Hence, the present study contributes to research by identifying the most pertinent experience dimensions on post-consumption evaluations, behaviour and intentions of consumers.
This research has been co-financed by the European Union (European Social Fund – ESF) and Greek national funds through the Operational Program “Education and Lifelong Learning” of the National Strategic Reference Framework (NSRF) – Research Funding Program: Heracleitus II. Investing in knowledge society through the European Social Fund.
Triantafillidou, A. and Siomkos, G. (2014), "Consumption experience outcomes: satisfaction, nostalgia intensity, word-of-mouth communication and behavioural intentions", Journal of Consumer Marketing, Vol. 31 No. 6/7, pp. 526-540. https://doi.org/10.1108/JCM-05-2014-0982
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