The effects of the components of experiential store atmosphere on utilitarian and hedonic shopping: An application in the cosmetics sector

Competition among businesses is becoming fiercer with rapid advances in technology, prompting businesses to diverge from their competitors. To this end, some businesses have focused their attention on the components of consumer experiences and store atmosphere. Thanks to its crucial role in creating customer loyalty, experiential marketing has recently been the most commonly used method by businesses. The present study aimed to determine the extent to which the components of experiential store atmosphere influence utilitarian and hedonic shopping. For the purposes of this quantitative study, a survey was created based on the experiential store atmosphere scale by Yalçın, Çobanoğlu, and Erdoğmuş (2008) and the utilitarian and hedonic shopping scale by Babin et al. (1994). Data compiled from a total of 400 female subjects were analyzed on SPSS package software. The findings suggested that the components of experiential store atmosphere had significant positive correlations with utilitarian and hedonic shopping. The component of store atmosphere, on the other hand, did not significantly influence utilitarian shopping. Keywords: Experiential Marketing, Store Atmosphere, Utilitarian and Hedonic Shopping