The influence of in-store experiential events on shopping value perceptions and shopping behaviour

This paper investigates the potential for experience enhancing in-store retail events to impact consumer value perceptions and behaviour. We report findings from a survey where the presence and type of in-store experimental event was varied by shopping scenario descriptions with regard to DIY category shopping. ANOVA and mediation tests are conducted and indicate that the presence of an in-store event significantly increases consumer value perceptions and reported shopping behaviour intentions. We find no significant differences among the types of in-store event presented for either perceived shopping value or shopping behaviour intention. We do, however, find event specific effects for consumers perceived shopping enjoyment.