The effect of virtual experiential marketing on online purchase intention and customer loyalty and the moderator role of online shopping orientations

The aim of the study is to examine the relationship between the five virtual experiential marketing elements (sense, interaction, pleasure, flow, community relationship) and the customer's online purchase intention and online customer loyalty, and the four online shopping orientations (convenience, entertainment, affordability, internet use) of virtual experiential marketing. The aim of this study is to examine the moderator effects on the relationship between items and online purchase intention. To measure virtual experiential marketing elements, online purchase intention and online customer loyalty, Luo et al. (2010); in order to measure online shopping orientations, the statements in the studies of Luo et al. (2010) and Chen and Hung (2015) were translated into Turkish. The analyzes of the research applied to consumers who have experienced online shopping at least once were carried out with the data of 700 participants. The scales were first subjected to confirmatory factor analysis, and then the research hypotheses were tested with path analysis and slope analysis. As a result of the analysis, it was found that the sensory experience dimension did not significantly affect the online purchase intention; however, interaction, pleasure, flow and community relations experiences have been found to significantly and positively affect online purchase intention. In addition, flow and community relations experiences directly affect customer loyalty. Another result of the study is that online purchase intention significantly and positively affects online customer loyalty. Finally, the regulatory roles of online shopping orientations were tried to be determined; convenience, entertainment and internet usage orientations have moderator roles in the effect of virtual experiential marketing items on online purchase intention; However, it was concluded that the economy orientation did not have a moderator role on this effect. Keywords: Virtual Experiential Marketing, Online Shopping, Purchase Intention, Customer Loyalty, Shopping Orientations