The effect of experiential marketing dimensions on internet purchase behavior

As a result of constantly changing consumer expectations in the digitalizing world, businesses need to keep their marketing activities active. Businesses that have started to act in this direction have started to make many investments in the field of electronic commerce. In recent years, research has revealed that the basis of the economy is shifting from products and services to experiences, and that consumers choose products according to the experiences they feel instead of their features and benefits. This study aims to measure the effect of online purchasing behavior on experiential marketing dimensions. In this study, a conceptual model was created to find out the effect of experiential marketing dimensions on purchasing behavior and data were obtained as a result of a questionnaire study answered by 400 people. As a result of the study, supporting results of some of the predicted hypotheses were reached. As a result of the data found, it was determined that sensory experience, behavioral experience, cognitive experience and relational experience had an effect on purchasing behavior. It has been concluded that emotional experience has no effect on purchasing behavior. Keywords: Internet, e-commerce, experiential marketing, purchasing behavior.