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Fast Fashion in the Experience Economy

Comparing online and in-store shopping experiences

Written by A. Jablanović, Ö. A. Cakanlar & C. Hohls

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: Experience As mentioned earlier, Same and Larimo (2012) define different aspects of the experience economy as follows: "Experience is the economic provision and interaction between a company/brand/service and its customers, who perceive it and experience it meaningfully. Experience Marketing is the strategic (customer-centric) and holistic marketing of relevant (and meaningful) experiences. It considers the emotional, cognitive, and conceptual perspectives of the consumer experience” (Same and Larimo 2012, p. 485). Gentile, Spiller, & Noci (2007) interpret customer experience (CE) as things that involve customers on the rational, emotional, sensory, physical, and spiritual levels. Meyer and Schwager (2007, p.118) define customer experience as "the customer's internal and subjective response to any direct or indirect contact with the company." Customer experience is a psychological structure. It is the overall and subjective response of contact with retailers that may lead to customer engagement (Gentile et al., 2007; Lemke, Clark & ​​Wilson, 2011). Although customer experience provides the context for online customer experience (OCE), OCE is defined as follows: "The cognitive state of the experience during navigation" (Novak, Hoffman & Yung 2000, p. 22). Gentile et al. (2007) proposed six elements to define OCE: sensory, emotion, cognition, pragmatism, lifestyle and relationship. They further summarized it as a psychological state, formed as a subjective reaction to the e-retailer's website. “Customers perform cognitive and emotional processing of sensory information from the website, and the result is in memory” (Rose et al., 2012, p. 308) and many antecedent conditions can affect the customer’s cognitive and emotional state (Rose et al. People, 2012). According to Gentile, Spillers & Noci (2007), customers interpret text-based information, visual images, audio transmission and other data from a cognitive and emotional perspective to form the impression of an e-retailer's website. “Customers perform cognitive and emotional processing of incoming sensory information from the website, and the result is an impression in memory” (Rose et al. 2012, p. 309). Ten antecedent variables that affect the cognitive experience state and emotional experience state of OCE are given (Rose et al., 2012). The antecedents of the cognitive experience state can be explained by flow, including telepresence, challenge level, skills, and interaction speed (Rose et al., 2012). On the other hand, the antecedents of the emotional experience state include ease of use, customization, and connectivity. 2.1.1 Flow Researchers who investigate consumer experience (Rose et al. (2012), Novak et al. (2009), Klein (2003)) mentioned the concept of Flow in their research. Flow is a concept describing mental states where people are deeply involved in a pleasant activity, and their surroundings become irrelevant (Csikszentmihalyi, 1975). Flow describes the phenomenon that people may engage in an activity that may not bring significant rewards, but this activity still seems so attractive that people seem to fade out of the surrounding events and focus completely on their careers . This concept has been studied for a long time, until Csikszentmihalyi researched and named it. The decisive factor of the flow state is that the challenge and awakening are set for a person, and that person's skills and control at the time are feasible. The individual then focuses on the task and experiences a distorted perception of time (Novak et al., 2009). Flow is observed in leisure activities, but it can occur in almost all types of processes. For some people, it is work, writing, reading, studying or climbing (Csikszentmihalyi, 1988). According to Czikszentmihalyi (1988), when a person experiences heart flow, there are usually several things: time distortions, skills and challenges. The skills and challenges work are as follows: One can experience the activities during the flow, and due to its pleasant nature, people repeat as much as possible. However, Czikszentmihalyi (1988) observed that when people practice a lot, what they do gets better and better. In order for the activity to maintain flow activity, it must also become more and more difficult, or, as Their skills are challenging to increase. Therefore, it is also important that during the shopping process, customers will be challenged in some way, otherwise the activity may become boring. Since individuals shop more frequently than others, there may also be differences in people's skills. In terms of skills, you can consider how quickly they find products, how they locate them in the store, or just how to find matching items. Time distortion is a concept reported by Czikszentmihalyi (1988) from a qualitative study. He observed that many participants in his study reported that they completely lost track of time. When the activity stopped for how long, they were surprised. In addition, participants can participate in activities for a long time without noticing. This phenomenon is called time distortion. Read Less