Experiential Marketing for Online Shopping Innovation: A Correlation in the Fashion Industry

Abstract

The fashion industry is in a moment of change and innovation due to the growth of e-commerce and many companies have to adapt their physical stores to online stores. This is a great opportunity for the growth of female entrepreneurship as it highlights their ability in the sector. The present research work was carried out with the objective of determining the influence of experiential marketing in the online purchase decision in the field of fashion in people between 18 and 35 years of age in Metropolitan Lima. Throughout the study, information about experiential marketing is known, as well as the current situation of e-commerce in Peru and relevant information about the fashion industry in the country. This study was conducted with a quantitative approach and a non-experimental design of correlational scope. The study instrument was applied to a sample of people who met the established criteria. A probabilistic sampling was applied, the sample size was 384 people between the ages of 18 and 35 years, residents of Metropolitan Lima (capital of Peru), men and women, who are online buyers of fashion items; the collection of information was done through the Google Forms platform. The descriptive statistical analysis of the data was performed in the SPSS statistical program, in terms of inferential statistics, Spearman's Rho was applied to determine the relationship between both variables. The results show that the factors most valued by the respondents in relation to the experiential marketing variable are: tangibility, purchase experience and exclusivity of the product; and in terms of the purchase decision, the following stand out: available information, ease of use, trust and ease of exchange or returns. Finally, we conclude on the relationship between both variables knowing that experiential marketing is positively related to the online purchase decision. Thus, this research can contribute to those companies that do not apply experiential marketing by explaining the importance of creating strategies to influence the purchase decision in online sales channels.