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Each year the IT industry puts greater significance on creating an active consumer experience in which information about products and services can be effectively delivered. And at the center of this active consumer experience is a marketing strategy. With that being said, it is now more important than ever to study the experimental factors that affect distribution channels. Further studies regarding changes in technology and lifestyle and their affect on experiential factors within the distribution channel are also required.
This study found four experiential factors within the IT industry¡¯s primary mobile phone distribution. The study further examined the influences those experiential factors had on a consumer¡¯s attitude toward a store. Furthermore, the study explored differences found in experiential factors and store attitudes within the distribution channels based on cultural differences found in Korea and the United States. Finally, this study has classified the mobile phone distribution channels into three categories based on the consumers¡¯ perspective. This helps to verify any differences found in the relationships between experiential factors and attitudes toward the store in each distribution channel.
According to the results determined after analyzing this study, there are four experiential factors that provide a noticeable influence on store attitude which include deviation, sensation, information and experiential availability. Factors influencing store attitude were determined in order of sensation, information, experiential availability, and deviation respectively. In terms of the difference between Korea and United States, the deviation factors had a greater influence upon store attitudes in Korea, while information and experiential availability had a greater influence in the United States. The examination of distribution channels revealed that deviation and sensation showed differences in their influences on store attitudes. Deviation had the greatest influence on Flagship Mobile Stores and Killer Shop-in-Shops, while sensation affected store attitude most in Shop-in-Shops and Killer Flagship stores.
The results of this study suggest that the marketing strategy for an experience space should be planned and segmented according to the characteristics and culture of the distribution channel.