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The importance of packaging attributes for purchase decisions has generated interest in the research and food industry. As a matter of fact, innovation in packaging is constantly searching for new solutions that generate customer experience. The aim of this study is to analyse the effect of packaging attributes (protection, convenience, portability and storage, information, sustainability, branding and engagement) on consumer purchase intention of experiential packaging especially designed to provide an extraordinary sensory or interactive communicational experience and the influence of potential moderators.

The authors used a quantitative methodology based on the partial least squares (PLS) technique to estimate the structural model proposed. A purposely developed questionnaire was administered to a non-probabilistic sample of 1,489 European consumers. The questionnaire included questions related to consumers' perception of packaging attributes and purchase intention of different experiential packages.

The results indicate that packaging attributes are related to consumer purchase intention of experiential packaging. Engagement attributes show the strongest positive influence followed by branding and economy. However, attributes such as sustainability showed a negative effect on the purchase intention of these packages. The authors’ results also show the influence of gender, family structure and residential background as moderators of the relationships.

Customers' decision-making processes are strongly influenced by product packaging. However, little is known about how new technologies and design in packaging influence consumers' responses. This research provides evidence of the influence of packaging attributes on consumer purchase intention for experiential packaging, a proliferating area of research.

The purpose of this chapter is to explore the differences in consumers’ willingness to pay for different types of design attributes due to different levels of specific anticipatory emotions evoked by them. The research aims to show how firms can benefit by leveraging the findings that different types of design attributes – that is, functionality, aesthetics, and environmental sustainability – affect profit margin per unit differently. Further, the chapter claims that design is a core competency that can pay dividends in terms of profit margins for firms. It is important for firms to develop expertise in understanding and leveraging relationships between the types of design attributes, specific emotions, and consumers’ willingness to pay.

The chapter uses the product categories of cell phones and laptop computers in the three experiments to test the hypothesized relationships between design attributes (functionality, aesthetics, and environmental sustainability), specific emotions, and willingness to pay.

The research finds that different attributes of design – functionality, aesthetics, and sustainability – evoke different types of emotions and different levels of willingness to pay.

The data were primarily collected via experiments in a behavioral laboratory.

Firms can leverage different attributes of design to position and price products according to emotional requirements of the target customer segment to match their willingness to pay and maximize profit margin per unit.

The research specifically measures willingness to pay in joint presentation – independent evaluation scenarios to assess differences in how functionality, aesthetics, and sustainability impact willingness to pay.

This paper studies how multichannel retailers choose the product quality level and decide which attribute to make prominent in their physical store in a competitive environment.

This paper develops a game theoretic model, in which multichannel retailers' decisions are made in three stages. Using prominent experiential attributes (e.g. functionality) in their offline store and product quality decisions, multichannel retailers are capable of transferring the sales between different channels.

This analysis shows that making different attributes prominent in their physical store may be an equilibrium, and each multichannel retailer chooses the highest quality level for the prominent attribute. However, the prominent attribute of the highest quality level is not always optimal. Under certain conditions, multichannel retailers may make the experiential attribute prominent in their respective physical stores, which can result in equilibrium.

The results indicate that multichannel retailers should avoid blindly highlighting high-quality attributes in a competitive environment, or falling into price completion.

From the perspective of prominent attributes, this study designs the optimal product line based on channel characteristics. The results of the research can provide practical implications for multichannel retailers to increase sales.

This study examines consumers' channel attitudes and choices leading to webrooming and showrooming, and how product attributes (informational vs experiential and perceived risk) moderate the effects of channel attitudes.

A research framework is built upon the heterogeneity of channel attitudes, the lack of intrachannel lock-in and interchannel synergy. A questionnaire-based survey yields 868 multi-channel consumer responses in China. Simultaneous equation modeling and STATA 12.0 are used to test the hypotheses.

Consumers webroom when buying high-risk informational products (e.g. personal computers or mobile phones). They webroom as well as showroom for high-risk experiential products (e.g. clothing or cosmetics). Moreover, a single channel is preferred to webrooming or showrooming for purchasing low-risk informational (e.g. books or stationery) and low-risk experiential (e.g. snacks or toys) products. The results also show that webrooming is more frequently used than showrooming by consumers.

This study extends current understanding on multi-channel and omnichannel shopping behavior and highlights the role of product attributes in customer journey mapping.

This study offers retailers and other downstream firms a fresh perspective on multi-channel customer experience management and channel design.

This study offers a clear explanation on the commonalities and differences between webrooming and showrooming.

The purpose of this paper is to address the gap in the literature on experiential elements of online shopping environments.

The paper uses a theory‐building approach to understand how consumers perceive their experience of the navigation of an online shopping environment and identifies the facets which make up their experiential intensity. The paper first reviews the literature on the experiential attributes of web sites. It then outlines the methodology and explains the use of a “shopping with consumers” approach to uncover consumer perceptions.

Combining think‐alouds with in‐depth interviews, four dimensions of experiential intensity are found (context familiarity, product presence, visual impact and site‐user understanding), and related to four perceptions of a shopping navigation, as: an experience, a tool, an environment, and a dialogue between shopper and web site.

This conceptualisation adds to the literature on experience creation, which is critical in delivering consumer value. It is more specific and extensive than extant typologies, clarifies the construct and increases its explanatory power. Think‐alouds and depth interviews are shown to yield valuable insights. Consumer perceptions reflect the expectations they have of shopping environments. When shopping online, consumers think like shoppers, not computer users. They want to feel in a familiar shopping context. They want to examine products closely and seek the sense of personal relationship and involvement induced by site‐user understanding. Marketers need to harness technological developments to respond to these expectations. Practically, the study provides e‐retailers with a framework to assess the current levels of experiential intensity, or initiate the creation of more intense experiences.

IThis study aims to investigate the effects of the consumption motivations of restaurant customers on their perception of the importance of experiential and functional restaurant attributes.

A total of 330 questionnaires were issued in China (168) and Korea (162). The resulting data were analyzed using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation modeling was used to test the hypotheses of the study.

The results showed that customers with hedonic consumption motivation were more sensitive to the experiential attributes than to the functional attributes of a restaurant. In addition, those customers with utilitarian consumption motivation were more influenced by functional attributes than by experiential attributes. However, these relationships differed between China and Korea. In China, the consumers’ hedonic motivation had a stronger relationship with functional restaurant attributes, which reflects a culture that emphasizes pragmatism.

This study analyzed the relationship between the motives to eat at a restaurant and the evaluation of restaurant attributes and how this differed between China and Korea, while suggesting practical implications.

Tourism development can reduce the economic disadvantages of indigenous tribes; however, it is also reproached for the destruction of local culture. The challenge for tourism and culture is to reach those diverse audiences through a multicultural marketing perspective for managers to make decisions. Therefore, learning the activity preferences of tourism experiences and creating the value of indigenous tourism by strategies are essential indicators of this research.

The knowledge lacks cultural understanding and the acceptance of prices concerned with indigenous tourism. This research introduces the value of cultural experience into indigenous tourism experiences and establishes a link between the attributes of tourists' preferences and tourism. The data mining methods are used to analyze relevant indigenous tribal data on the cultural experience.

By providing a different quality of service for various tourists, it is expected to improve the sustainable tourism of the tribe through the experiential value of different attributes and strategies of push–pull factors.

The experiential activities are based on second-hand data collected from Taitung's indigenous tourism activities, and sample data are the domestic tourism experiences of tourists over the past year. Through empirical analyses, the attributes of tourists' preferences can create the value of the cultural experience for indigenous tourism.

This research explores how indigenous cultural experience can be communicated via learning the value of cultural experience to formulate effective strategies.

The purpose of this paper is to add to current knowledge of online customer experience (OCE) by examining various drivers and outcomes of online grocery shopping experience that can help researchers and retailers answer the pressing question: “Why do online grocery customers stay or switch?”

This study applied netnography and critical incident analysis to a pool of 1,004 reviews captured from forum and review sites dedicated to online grocery shopping.

Two broad dimensions of OCE, four attributes and 13 factors corresponding to shoppers’ psychological states and their utilitarian and hedonic orientations emerged from the data analysis. The proposed framework, containing these four attributes and corresponding 13 factors, captures the consumers’ intention to stay with the current retailer or switch.

The study contributes to existing knowledge of OCE by providing a dynamic and yet holistic framework that encompasses experiential states and utilitarian or hedonic orientations in an online grocery context. Although its contributions are valuable to both researchers and practitioners, further quantitative analysis is needed to validate the findings.

In addition to providing superior customer experience by implementing the various drivers of OCE identified here, online grocery retailers can use the study findings as a strategic guide toward building a frictionless and pleasurable shopping experience.

The study employs netnography and critical incident technique to identify experiential attributes such as reliability, responsiveness, return and refund, which are unique OCE attributes in online grocery, a relatively unexamined field of retailing.

The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the Algarve as a golf destination.

A set of 36 unrepeated items, generated from individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites, was the base for a survey instrument. The survey was applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the Algarve as a golf destination and the components of the relational brand personality (functional, symbolic and experiential). Two multi-dimensional brand personality models were estimated by using structural equation modelling.

Findings indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists/golf players assess the components of the relational brand personality. Refined scales consisting of 10 and 11 items were finally derived meeting both reliability and validity requirements.

The analysis is based on personality perceptions of only one golf destination. Another limitation is the fact that both interviewees and respondents had great difficulty in expressing themselves tending to use repeated words. Also, the fact that the research was conducted in two languages since translation and retroversion of the items may lead to some loss in meaning or sense. Moreover, the experiential component of the relational brand personality might have been further explored to relate golf destination brand personality to the tourist experience.

Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality is a valuable marketing management resource.

Destination managers will be able to plan marketing actions that will help to change general destination attitudes and product-destination attitudes, establishing the destination brand and creating differentiation, resulting in increased preference and usage, higher emotional ties, trust and loyalty towards the brand. Also, marketers should place great emphasis on building a connection between destination personality and tourists/golf players’ self-concept.

This is one of the first pieces of research to validate a specific brand personality scale to golf destinations. Results of this study make important theoretical contributions to the understanding of brand personality in the context of tourism destinations in general, and golf destinations in particular.

An increasing number of immersive technologies have been adopted in museum tourism in response to shifting consumer habits in the digital era. In contrast, the authenticity experience of museum tourists relies on genuine relics, the environment and activities, which are ancient or traditional. This raises the question of whether tourists can perceive authenticity in immersive technology-based museum tourism. To address this question, this study aims to explore the impact of virtual reality (VR) attributes on tourists’ presence, tourism authenticity and subsequent behavioral intentions in virtual museums.

Data were collected via scenario-based surveys of participants who had taken virtual museum tours based on VR. A total of 174 effective questionnaires were collected for exploratory factor analysis via SPSS 25. Afterward, 597 questionnaires were obtained for confirmatory factor analysis and path analysis via Mplus 7.4.

A conceptual model of how VR attributes influence presence, authenticity and visit intention was developed. There is a chain intermediary between presence and visit intentions, from original authenticity to interactive authenticity and then to emotional authenticity. Technology readiness and museum familiarity moderate some relationships between VR attributes and presence.

The findings can guide museums in improving the use of VR. For example, managers can improve the quality of virtual systems and adopt various interactive forms to enhance tourists’ participation experiences.

These research findings contribute to the research area of immersive technology adoption, enhance the understanding of tourism authenticity in the new context of technology application and extend the presence-emotion-intention theory.