Interdisciplinary Description of Complex Systems 20(4), 413-428, 2022

EXAMINING THE IMPACT OF

VIRTUAL EXPERIENTIAL MARKETING
ON E-STORE IMAGE AND E-STORE LOYALTY
İbrahim Yemez1, * and Şükran Karaca2

1
Sivas Cumhuriyet University, Faculty of Economics and Administrative Sciences
1
Sivas, Turkey
2
Sivas Cumhuriyet University, Tourism Faculty
2
Sivas, Turkey
DOI: 10.7906/indecs.20.4.8 Received: 8 October 2021.
Regular article Accepted: 31 March 2022.

ABSTRACT
As a result of the changes in lifestyles, consumption habits, and consumer expectations in recent
years, individuals prefer to buy experiences instead of just purchasing products and services. The
basics of the economy accept consumption as an experience process and experiential marketing is
gradually increasing its importance in our lives. The focus of experiential marketing is the idea that
there is a hedonistic and experiential value surrounding the product and service, and even
consumption itself, as well as the functional and utilitarian value that emerges with the purchase of a
product or service. Today, with the widespread use of the internet and the development of information
technologies, virtual experiential marketing has emerged. In this context, the aim of the research is to
examine the effect of virtual experiential marketing on e-store image and e-store loyalty. Within the
scope of the research, data were collected from 531 people using the online survey technique.
Confirmatory Factor Analysis and Path Analysis were applied to the data with Partial Least Squares
Structural Equation Modelling. According to the Confirmatory Factor Analysis results, the scale was
found to be valid and reliable. According to the path analysis results, it was concluded that all of the
virtual experiential marketing dimensions have a significant effect on the e-store image and that these
dimensions positively and significantly affect the e-store loyalty through the e-store image. It was
determined that e-shop image has an effect on e-shop loyalty.

KEY WORDS
virtual experiential marketing, e-store image, e-store loyalty, path analysis, pls-sem

CLASSIFICATION
JEL: M30, M31

*Corresponding author, : [email protected]; +90 0346 219 1010;

*Sivas Cumhuriyet University - Research Information System
 İ. Yemez and Ş. Karaca

INTRODUCTION
The experience economy, which gave priority to creating experience in economic activities in
the 1990s, brought experiential marketing to the fore. Therefore, this situation has added
excitement and fun to the annoying practices of traditional marketing and the winds of
change have started [1]. Experiential marketing is a marketing concept that aims to create
loyal customers by tapping into customer emotions and gives a positive feel to the products
and services offered by the company. In this approach, the company creates a product or
service by touching the senses, hearts and minds of customers [2]. Customer satisfaction
occurs when products enable customers to have a memorable experience in a positive way,
and satisfied customers continue to use the same product or service, turning into loyal
customers and telling their experiences to others.
Gilmore and Pine [3] define experiential marketing as memorable events or experiences that
engage the senses and engage the consumer individually by giving the consumer the necessary
information to make a decision. Gentile, Spillerand and Noci [4] stated that customer experience
results from a series of interactions that cause a reaction between a customer and a product, a
company, or part of its organization. This experimentationis purely personal and expresses the
participation of the client at diverse levels (rational, emotional, sensory, physical and spiritual).
The widespread use of the internet and the increasing competition among retailers, together
with the time constraints in traditional shopping, the shopping environment and the decrease
in perceived values, have led to the use of virtual experiential marketing practices [5]. Virtual
experiential marketing encompasses a variety of applications such as chat rooms, interactive
displays, virtual communities, blogs, online games to create an enriched experience through
visual and auditory cues to create an immersive experience. Virtual experiential marketing is
based on interfaces that act as intermediaries for real-world experiences, as opposed to a
physical experience that directly affects the senses [6]. Therefore, an electronic virtual
environment can interact with consumers, offer them unique experiences, arouse their
emotional response, and ultimately enable businesses to gain competitive advantage and
create customer loyalty [7].
Schmitt [8], after making some observations or participating in certain events, determined that
there are certain stimuli that trigger consumers’ motivation to make a purchase and proposed
the concept of strategic experiential modules. These experiences (modules) include sensory
experiences perceived by the five senses (perceiving), emotional experiences (feeling), creative
cognitive experience (thinking), physical experiences, behavior and lifestyle (acting), and
reference groups or cultural experiences to which one belongs (attribution). The goal is to
create five distinct experiences of how consumers perceive, feel, think, act and relate.
In order to gain competitive advantage, create customer satisfaction and loyalty, businesses
need to create a consumer experience rather than just offering products or services. When the
atmosphere of the website appeals to the consumer’s senses, emotions, thoughts, behaviors
and relational experiences, positive attitudes towards the business, its products and services
will develop. As a result, these positive attitudes will lead to e-shop image and e-shop loyalty.
When the domestic and foreign literature is examined, generally, in studies, consumer
experiences have been comprehensively examined in traditional offline environments, and
while customer satisfaction, loyalty and purchase intentions are more discussed, no study has
been found that deals with store image. In this context, the aim of this study is to reveal the
effect of virtual experiential marketing and its sub-elements, Sensory, Emotional, Intellectual,
Behavioral and Relational marketing, on e-store image and e-store loyalty. For this reason, it
is thought that this study will contribute by filling the gap in the literature.

414
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

REVIEW OF LITERATURE
VIRTUAL EXPERIENTIAL MARKETING WITH E-STORE IMAGE AND E-STORE
LOYALTY
Virtual experiential marketing, involves the marketing of a product or service through an
experience on the internet. It covers the Internet and together with all the channels included it,
as well as every types technology that offers an environmental experience enriched with visual
and audio tools and produces a spiral experience. Customer experiences, which form the basis
of the experiential marketing framework, consist of modules of perception, feeling, thinking,
acting and relating. Businesses in order to succeed, must target all of these experiences at the
same time and apply them appropriately to each other [8]. Hence an experience in order to
achieve this goals; should include personal attention, novelty, surprise, learning and
participation [9]. A positive virtual experience implemented by businesses should create e-store
image and e-customer loyalty in customers. Hu, Ho and Hsieh [10] stated that creating an
image through experiential marketing practices can affect consumer loyalty. In other words, the
store image tool plays a role as a variable in creating customer loyalty through experiential
marketing. In this direction, the following hypotheses have been created:
H1: Virtual experiential marketing has an impact on e-store image.
H2: Virtual experiential marketing has an impact on e-store loyalty.

SENSORY EXPERIENCE
It is the application of marketing strategies by addressing the senses of sight, taste, touch,
hearing and smell to for create sensory experiences [11]. In the absence of a physical
experience, sensory experience plays an important role in differentiating products and services,
motivating customers, and adding values such as aesthetics / excitement to products [8]. The
goal here is to create a sensory experience through image and sound [7]. The as attached a
experience is to the senses, the so effective and memorable it will be [3]. Yoo, Park and
MacInnis in a study conducted by [12], they revealed that sensory experiences such as store
characteristics, product diversity and store atmosphere cause negative or positive emotions.
Zaltman [13] argues that an experience, sensory or emotional, has a greater influence in
shaping consumer preferences (creating image and loyalty) than the qualities of a product or
service. In this extent, the following hypotheses have been created:
H1a: Sensory experience has an impact on the e-store image.
H2a: Sensory experience has an impact on e-store loyalty.

EMOTIONAL EXPERIENCE
Emotions are define as a situation to which a person feels good, elated, happy or satisfied in a
situation [14]. Emotions, tend to drive consumers to make positive evaluations about a new
stimulant, discover new alternatives and take risks. Therefore, the fact that a consumer
achieved or realized achieved a hedonic experience will affect their loyalty to visiting a
website or business. But when the consumer’s experience does not meet their expectations,
they may prefer to visit another site for better service [7]. In online retail, visual (color, tone,
graphic, layout, design, etc.) and auditory cues, albeit to a limited extent, should be able to
evoke emotional responses and convey information to consumers [15]. Stimulus-organism-
response (SOR) model, a sign of Atmospheric at the consumer (i.e. in the organism), in order
to provide a desired response, which leads to an emotional reaction to a stimulus when it may
provides the targeted effect of the atmosphere (more explore and interact, and the desire to
communicate with others, a sense of satisfaction) highlights [16]. Pine and Gilmore [3] argue

415
 İ. Yemez and Ş. Karaca

that the best relationships with costumers are sensory or emotional by its nature. Shaw [17]
stated that at least 50 % of customer experience is related to emotions. At the same time,
Shaw [17] stated that there is a strong relationship between the feelings of customers and
their loyalty [18]. Hsu [19] and Chao and Kuo [20] stated that the emotions that experiential
marketing creates for consumers increase consumers impression related to the business
image. In their study, Atasoy and Marshap [21] concluded that emotional experiences are
effective in creating customer loyalty and increasing the existing level of loyalty. Based on
this information, the following hypotheses have been created:
H1b: Emotional experience has an impact on the e-store image.
H2b: Emotional experience has an impact on the e-store loyalty.

INTELLECTUAL EXPERIENCE
Intellectual (cognitive) experience includes experiences that lead customers to think about a
particular topic and motivate them to lean on the this topic. It is aimed that customers will re-
evaluate for the products or services offered by experiencing the problem solving experience.
In this experience, communication is establish intend to inform more consumers [8]. The
intellectual element of the experience is to encourage consumers to think in detail and
creatively in order to re-evaluate products. In this way, it is aimed to bring innovative ideas to
life [22]. A study conducted by Köse and Özer Cizer [23] found a positive relationship
between intellectual experience with customer loyalty. Hypotheses established in the light of
this information are as follows:
H1c: Intellectual experience has an impact on the e-store image.
H2c: Intellectual experience has an impact on the e-store loyalty.

BEHAVIORAL EXPERIENCE
Day [24] expressed behavioral experience through indirect actions (i.e., consumer loyalty)
such as repeated purchases, a customer’s value to the brand, and word-of-mouth
communication. Behavioral experience enriches customers ’ lives by targeting their physical
experiences, showing alternative ways of doing things, alternative lifestyles, and interactions.
Rational approaches to behavior change (i.e. theories of reasoned action) are just one of many
behavior change options. Changes in lifestyles and behaviors are often more motivating,
inspiring and emotional and are often motivated by role models (such as movie stars or
athletes). This experience differs according to the social identities, cultural characteristics,
lifestyles and demographic characteristics of the customers [8]. Köse and Özer Cizer [23]
found a positive relationship between behavioral experience and customer loyalty in their
study. Therefore, the hypotheses formed are as follows:
H1d: Behavioral experience has an impact on the e-store image.
H2d: Behavioral experience has an impact on the e-store loyalty.

RELATIONAL EXPERIENCE
Relational experience refers to the association of the product or service purchased by the
customers with the social class, status or group the consumer belongs to or wants to be [8]. A
community allows its members to share specific interests with each other, usually in the
consumption context of a product or service [25] and focuses on achieving both personal and
shared goals. Whether it’s the group to you belong to or the group you want to belong to,
often this situation encourages loyalty [26]. In relational experience, it is aimed to create a
sense of belonging related to sensory, emotional, intellectual and behavioral experiences [27].
In this way, that entertains the senses and interacts with the consumer, creates positive attitudes,

416
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

evokes emotional reactions, facilitates the enjoyment of the shopping experience and creates a
sense of belonging to a community, a website will create a positive attitude. In their study, Seock
and Norton [28] found that websites that consumers rated among their favorites scored high in the
“fun to visit” feature. In their study, Faiz and Kaplan [29] concluded that the meaningful and
positive effect of relational experience on e-loyalty is supported by testing with customers who
experience online book purchases. In this context, the following hypotheses have been created:
H1e: Relational experience has an impact on the e-store image.
H2e: Relational experience has an impact on e-store loyalty.

E-STORE IMAGE AND E-STORE LOYALTY

E-store image can be defined as the complexity of a consumer’s perceptions of a store on different
(conspicuous) attributes [30]. Product variety, quality, price, atmosphere, staff, ease of shopping,
brand, transportation, etc. elements form the image of the store [31, 32]. In recent years, online
shopping has become one of the most popular forms of out-of-store retailing. While the number of
websites is increasing rapidly, e-commerce marketing managers have faced serious competition.
Therefore, creating an e-shop image has been one of the priorities [33]. In particular, the value of
the website in terms of image is important in creating customer satisfaction and loyalty.
E-store image leads to many factors that will provide profitability to the retailer, such as e-
customer satisfaction and e-customer loyalty. E-store image characteristics have a direct
significant impact on e-loyalty [34, 35]. In general, the attitudes that result from a store image
directly contribute to building loyalty. Therefore, designing an experience that includes clues to
arouse positive attitudes goes beyond satisfaction and directly affects loyalty. The image of the
store and the orientation of the store to customer relations is one of the most important ways to
gain loyal customers. Factors such as store image, customer relations, positive impression,
satisfaction, trust and commitment have a strong and positive effect on store loyalty [36].
It can be said that store image directly affects store satisfaction and indirectly affects loyalty [37].
Yoo and Chang [31] stated that the elements that make up the store image are the most
important features that define store loyalty. Chang and Tu [34], Koo [35], Yun and Good [38]
found in their studies that store image directly contributes to building loyalty. Based on this
information, the following hypothesis can be formed:
H3: E-store image has an impact on e-store loyalty.

RESEARCH METHOD
SAMPLE OF THE RESEARCH
The study group of the research consists of 531 people over the age of 18 who shop online.
The data used in the study were collected by online survey method on 1-30 August 2021. The
survey link was shared via social media and mobile communication applications and the
participants were asked to fill it out. Data analysis was carried out on a total of 531 valid
questionnaires that responded positively to the call.

DATA COLLECTION TOOL

In the study, a five-point Likert type measurement tool consisting of 38 statements was used.
Among the statements in the scale, those related to virtual experiential marketing are from the
study of Köleoğlu and Çolakoğlu [39]; Statements about e-store image and e-store loyalty are
taken from Öztürk’s [40] study. The naming of the factors was also taken from the same
scales as they were. In addition, there are ten more expressions in the measurement tool that

417
 İ. Yemez and Ş. Karaca

measure the demographic and online shopping characteristics of the participants. In the study,
online survey method was preferred due to time, cost and pandemic conditions.

STATISTICAL TECHNIQUES USED

In the study, firstly, Confirmatory Factor Analysis with PLS-SEM was performed and the
validity and reliability of the scale used in the research was examined. Then, the research
model was tested with Path Analysis via PLS-SEM.
Although it is recommended to perform analysis on small samples (between 30-100) in the
PLS-SEM method, it is also known that there is no definite rule regarding the number of
samples [41]. However, when the sample size is 250 or more and there are the correct number
of indicative variables (ie four or more variables), the results of the PLS-SEM with other
structural equation models (CB-SEM: AMOS, Lisrel etc.) used to measure each construct
almost the same accuracy [42]. Therefore, the PLS-SEM method was preferred in testing the
research model in this study.
The data gathered from the participants are analyzed using SPSS program and SMARTPLS.

POPULATION AND SAMPLE

The demographics of the consumers in the research are given in Table 1 below.
According to Table 1, 56,3 % of the participants are women and 43,7 % are men. Considering the
age distribution, the highest participation is between the ages of 18-26 with 78 %; the least
participation is 0,8 %, with participants aged 54 and above. Considering the distribution of
educational status, the highest participation is Undergraduate with 34,3 %; the least participation
is in Postgraduate with 4,1 %. Considering the occupational distribution, the highest participation
is students with 42,2 %; the least participation is in the tradesmen/traders with 3 %. Considering
the monthly average family income, the highest participation rate is 71 % in those with an income
of 3000 ₺ or less; the least participation is in people with an income of 6001-7500 ₺ with 2,4 %.
Finally, 20 % of the participants are married and 80 % are single.
Again, according to Table 1, 15,1 % of the participants shop online once a week, 41,2 % once
a month, 24,7 % every three months and 19 % every six months. Looking at the monthly
online shopping amount, it is seen that 78,9 % of the participants spend 500 ₺ or less. It is
seen that the most used online shopping site is Trendyol with 64,6 % and 77 % of the
participants use the mobile application of the online shopping site.

SCALES: RELIABILITY AND VALIDITY

With PLS-SEM, the research model was tested with Confirmatory Factor Analysis and
the factors’ AVE, CR, rho_A, Cronbach Alpha and discriminant validity were examined.
CR scores of 0,7 and above; If AVE scores are above 0,5 and all CR scores are greater
than AVE scores, it can be stated that the scale provides convergent and convergent
validity [43]. A scores between 0,60-0,79 for the Cronbach α coefficient, which is
accepted as a measure of internal consistency, indicates that the scale is “quite reliable”,
and a scores between 0,80-1,00 indicates that the scale is “highly reliable” [44]. If the
rho_A (Data Consistency Coefficient) is 0,70 and above, it can be said that the factor
items are reliable [42]. The validity and reliability coefficients for the factors and the
whole scores are as in Table 2.
Since the factor load value of the 13th item (ESI13) of the E-Store Image factor in the scale
given in Table 2 is very low, it was excluded from the analysis and the validity and reliability
coefficients were calculated accordingly.

418
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

Table 1. Demographics of the Participants.

Gender Frequency Percent Profession/Sector Frequency Percent
Female 299 56,3 Public sector 41 7,7
Male 232 43,7 Private sector 77 14,5
Age Frequency Percent Self-employment 70 13,2
18-26 414 78 Artisan/Merchant 16 3
27-35 58 10,9 Student 224 42,2
36-44 35 6,6 Other 103 19,4
Ave. Income per
45-53 20 3,8 Frequency Percent
Month
54 and above 4 0,8 3000 ₺ and below 377 71
Education Level Frequency Percent 3001-4500 ₺ 81 15,3
Elementary and
56 10,5 4501-6000 ₺ 44 8,3
below
High school 168 31,6 6001-7500 ₺ 13 2,4
Vocational school 103 19,4 7501 ₺ and above 16 3
Bachelor degree 182 34,3 Shopping Site Frequency Percent
Postgraduate 22 4,1 Gittigidiyor 18 3,4
Online Shop.
Frequency Percent Hepsiburada 55 10,4
Freq.
Weekly 80 15,1 n11 11 2,1
Monthly 219 41,2 Sahibinden 16 3,0
Quarterly 131 24,7 Morhipo 7 1,3
Once in a six
101 19 Cimri 7 1,3
month
Monthly Online
Frequency Percent Akakçe 2 0,4
Shop. Amount
500 ₺ and under 419 78,9 Trendyol 343 64,6
501-750 ₺ 77 14,5 Amazon 12 2,3
751-1000 ₺ 22 4,1 Diğer 60 11,3
Mobile Shopping
1001 ₺ and above 13 2,4 Frequency Percent
App.
Marital Status Frequency Percent Yes 409 77
Married 106 20 No 122 23
Single 425 80
Total 531 100 Total 531 100

As seen in Table 2, the CR scores of all factors in the scale were 0,7 and above; It is seen that
AVE values are 0,5 and above, and finally, all CR scoresare greater than AVE scores.
Accordingly, it can be said that the scale provides convergent and convergent validity.
Again, according to Table 2, the Cronbach α coefficient of all factors is 0,6 and above. In
other words, the Sensory Experience factor is highly reliable, while the remaining six factors
are highly reliable. In addition, the Cronbach α coefficient of the entire scale was found to be
0,951. Again, except for the Sensory Experience factor, the rest of the rho_A coefficient is
above 0,7. Accordingly, all factors and the entire scale have high reliability. Therefore, it is
seen that the scale used in the research is also reliable.
For discriminant validity, the Fornell-Larcker criterion coefficients proposed by Fornell and
Larcker [45] were first examined. Findings related to the relevant statistics are as in Table 3.

419
 İ. Yemez and Ş. Karaca

Table 2. Findings Related to the Scale.

Cronb.
Factors Items Loadings rho_A CR AVE
α
SE1 0,783
Sensory
SE2 0,801 0,647 0,684 0,759 0,519
Experience
SE3 0,554
EE1 0,592
EE2 0,824
Emotional
EE3 0,746 0,825 0,844 0,878 0,594
Experience
EE4 0,841
EE5 0,821
IE1 0,839
Intellectual
IE2 0,853 0,799 0,804 0,882 0,713
Experience
IE3 0,841
BE1 0,751
Behavioral BE2 0,836
0,810 0,814 0,875 0,638
Experience BE3 0,808
BE4 0,796
RE1 0,826
Relational
RE2 0,876 0,771 0,798 0,866 0,684
Experience
RE3 0,776
ESİ1 0,691
ESİ2 0,752
ESİ3 0,701
ESİ4 0,740
ESİ5 0,764
ESİ6 0,762
E-Store Image ESİ7 0,739 0,917 0,919 0,930 0,525
ESİ8 0,762
ESİ9 0,664
ESİ10 0,677
ESİ11 0,663
ESİ12 0,751
ESİ13 0,392
ESL1 0,624
ESL2 0,781
ESL3 0,782
E-Store Loyalty ESL4 0,734 0,877 0,885 0,930 0,578
ESL5 0,772
ESL6 0,795
ESL7 0,817

420
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

Table 3. Fornell & Larcker Criterion Coefficients.

Behavioral Emotional Sensory Intellectual Relational E-Store E-Store
Experience Experience Experience Experience Experience Image Loyalty
Behavioral
Experience
0,799*
Emotional
Experience
0,491 0,711*
Sensory
Experience
0,491 0,528 0,720*
Intellectual
Experience
0,593 0,551 0,525 0,844*
Relational
Experience
0,609 0,357 0,424 0,475 0,827*
E-Store
Image
0,632 0,649 0,545 0,627 0,581 0,724*
E-Store
Loyalty
0,528 0,538 0,391 0,475 0,441 0,628 0,760*
*the square root of the AVE values are included in the diagonal elements
In the Fornell and Larcker criteria, the square roots of the AVE scores should be higher than
the correlation coefficients between the factors [45]. According to the findings in Table 3, it
is seen that all factors meet the Fornell and Larcker criteria.
Also in the study, Henseler, Christian and Sarstedt [46] Heterotrait-Monotrait ratio coefficients
were also examined. Findings related to the relevant statistics are as in Table 4.
Table 4. Heterotrait-Monotrait Ratio Coefficients.
E-
Behavioral Emotional Sensory Intellectual Relational E-Store
Store
Experience Experience Experience Experience Experience Loyalty
Image
Behavioral
Experience
Emotional
Experience
0,603
Sensory
Experience
0,704 0,726
Intellectual
Experience
0,735 0,679 0,746
Relational
Experience
0,764 0,437 0,641 0,595
E-Store
Image
0,726 0,740 0,723 0,727 0,673
E-Store
Loyalty
0,625 0,620 0,539 0,560 0,535 0,691

Heterotrait-Monotrait ratio is the ratio of the correlation mean of the factor in the model to
the geometric mean of the correlation coefficient of the same factor, and the ratio is expected
to be less than 0,85 [46]. According to the findings in Table 4, the coefficients of all factors
are below 0,85. Therefore, it is seen that the scale also provides the criterion coefficient of the
Heterotrait-Monotrait ratio.
According to the result of Confirmatory Factor Analysis, the coefficients related to the
validity and reliability of the scale were revealed and according to the findings obtained, it
was seen that the scale used in the study was valid and reliable. After the validity and
reliability of the scale, the model was tested with Path Analysis.

421
 İ. Yemez and Ş. Karaca

STRUCTURAL MODEL AND TESTING HYPOTHESES

The research model is given in Figure 1.

Figure 1. Path Diagram of the Research Model.

As a result of testing the research model given in Figure 1 with PLS-SEM, E-Store Image is
explained by 9 %, Emotional Experience by approximately 33 %, Intellectual Experience by
approximately 18 %, Behavioral Experience by approximately 18 %, and Relational Experience
by approximately 23 %. In other words, Virtual Experiential Marketing sub-factors affect the E-
Store Image by 62 % in total. The E-Store Image factor, which is affected by Virtual Experiential
Marketing factors, also explains the E-Store Loyalty factor by approximately 39 %. A 5000-unit
bootstrap was applied to test the significance of the path coefficients in the model. Accordingly,
the significance of the path coefficients in the model is given in Table 5.
Table 5. Significance of Path Coefficients.
Origina
Sampl Standard T Statistics
l P
Paths e Mean Deviation (|O/STDEV|
Sample Values
(M) (STDEV) )
(O)
H1a: Sensory Experience 
0,090 0,093 0,039 2,323 0,021
E-Store Image
H1b: Emotional Experience 
0,332 0,328 0,045 7,418 0,000
E-Store Image
H1c: Intellectual Experience 
0,184 0,186 0,043 4,330 0,000
E-Store Image
H1d: Behavioral Experience 
0,175 0,174 0,049 3,574 0,000
E-Store Image
H1e: Relational Experience 
0,230 0,231 0,042 5,427 0,000
E-Store Image
H3: E-Store Image 
0,628 0,629 0,033 18,907 0,000
E-Store Loyalty

422
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

For path coefficients to be significant in PLS-SEM, t values must be greater than 1,96. Since
the t scores of all roads in Table 5 are greater than 1,96, all paths established in the model are
significant. Accordingly, H3 and H1 and H1s’ below hypotheses were accepted.
Indirect effects can be seen in PLS-SEM. Accordingly, Table 6 showing the indirect effects of
Virtual Experiential Marketing sub-factors on E-Store Image over E-Store Loyalty is as follows.
Table 6. Significance of Path Coefficients.
Original Standard
Sample T Statistics P
Paths Sample Deviation
Mean (M) (|O/STDEV|) Values
(O) (STDEV)
H2a: Sensory Experience 
0,057 0,059 0,024 2,320 0,021
E-Store Image  E-Store Loyalty
H2b: Emotional Experience 
0,208 0,206 0,031 6,796 0,000
E-Store Image  E-Store Loyalty
H2c: Relational Experience 
0,144 0,145 0,028 5,140 0,000
E-Store Image  E-Store Loyalty
H2d: Behavioral Experience 
0,110 0,110 0,032 3,456 0,001
E-Store Image  E-Store Loyalty
H2e: Intellectual Experience 
0,116 0,117 0,026 4,372 0,000
E-Store Image  E-Store Loyalty
According to the findings in Table 6, all the ways showing the indirect effect are significant
(p < 0,05). Accordingly, Sensory Experience affects e-Store Loyalty indirectly by
approximately 6 % positively. Emotional experience indirectly affects E-Store Loyalty
positively by approximately 21 %. Relational Experience indirectly affects E-Store Loyalty
by approximately 14 % positively. Behavioral Experience indirectly affects E-Store Loyalty
by 11 % positively. Finally, Intellectual Experience affects E-Store Loyalty indirectly by
approximately 12 % positively. As a result, it is seen that Virtual Experiential Marketing sub-
factors have positive and indirect effects on E-Store Loyalty. With this result, the hypotheses
H2 and its sub-hypotheses were also accepted.
Three different fit indices, SRMR, NFI and χ2 values, are used to test the significance of the
model established in PLS-SEM [42]. It should be SRMR<0.08 and NFI>0.90. In this context,
SRMR = 0.070, one of the goodness-of-fit scores of the research model; NFI = 0.922 and χ2 =
3240,743. According to these scores, it can be said that the model fits well. Therefore, the
model established by the researchers can be said to be statistically significant and valid.
R2 (Coefficient of Determination), f2 (Effect Size Coefficient) and Q2 (Predictive Fit Value)
values are used for the structural analysis of the model in SMARTPLS. The fitness values of
the research model are given in Table 7, Table 8 and Table 9 below, respectively.
The results showing the coefficients of certainty in the analysis of the research model are
shown in Table 7.
For R2 values, 0,19 is weak, 0,33 is moderate, and 0,67 is significant [48]. According to
Table 7, two variables are explained at a moderate level.
Table 7. Coefficient of Determination.
Dependent Variables R2 Adjusted R2
E-Store İmage 0,628 0,625
E-Store Loyalty 0,393 0,391

423
 İ. Yemez and Ş. Karaca

The f2 value, indicative of the effect size, indicates the level of explanation of the endogenous
variable for each exogenous variable, and 0,02-0,14 is considered low, 0,15-0,34 moderate,
0,35 and above high [49]. The effect size coefficients obtained as a result of the analysis are
given in Table 8.
Table 8. Effect Size Coefficients.
Variables E-Store Loyalty E-Store İmage
Behavioral Experience 0,043
Emotional Experience 0,164
Sensory Experience 0,016
Intellectual Experience 0,046
Relational Experience 0,089
E-Store İmage 0,646
E-Store Loyalty
According to Table 8, the effect level of Emotional Experience on the E-Store Image is
moderate, while those of other factors are low. The effect of the E-Store Image on E-Store
Loyalty is high. Finally, Table 9 shows the predictive fitness of Stone-Geisser’s Q2.
2
Table 9. Stone-Geisser’s Q Coefficients.
Total SSO SSE Q2 = 1-SSE/SSO
Behavioral Experience 2124,000 768,729 0,638
E-Store Loyalty 3717,000 1509,438 0,594
E-Store İmage 6372,000 2992,990 0,530
Emotional Experience 2655,000 1079,195 0,594
Intellectual Experience 1593,000 456,7123 0,713
Relational Experience 1593,000 503,635 0,684
Sensory Experience 1593,000 767,7431 0,518
The Q2 fitness value is a criterion that shows how well the values observed by the model and
its parameter estimates are reconstructed [48]. Q2 > 0 indicates that the model provides
predictive fit, while Q2 < 0 indicates that it does not. According to Table 9, the Q2 value of all
variables in the model is positive. In this context, it is seen that all variables in the model
provide predictive fitness.

DISCUSSION, CONCLUSION, AND SUGGESTIONS

Today, consumption provides customers with more meaningful or valuable experiences
rather than the features and functions of goods and services. In other words, the consumption
experience itself is richer in value compared to the good or service. Consumers who want to
enjoy the experiential aspects of their shopping are motivated by the shopping process,
relative to the purpose or results of the shopping. That is why creating experiences is a good
way to connect with customers. Therefore, as a result of the experiences of individuals, their
image and loyalty towards the store will increase. In this context, in this study, the effect of
virtual experiential marketing on e-store image and e-store loyalty is discussed. In addition,
the second aim of the study is to compare the virtual experiential marketing elements, e-store
image and e-store loyalty variables according to the demographic and online shopping
characteristics of consumers. In line with the analyzes made within the scope of the research,
the following results were obtained:

424
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

According to the results of the analysis made to determine the effect of virtual experiential
marketing on the e-store image; It has been determined that virtual experiential marketing
dimensions (sensory, emotional, intellectual, behavioral and relational experiential) have a
significant effect on the e-store image. Therefore, the hypotheses H1a, H1b, H1c, H1d and H1e
were accepted. Hsu [19] and Chao and Kuo [20] stated that the emotions created by
experiential marketing for consumers increase consumers’ impression of the company image.
This result is in agreement with the results of the study. Another finding obtained from the
research is that virtual experiential marketing has a positive and significant effect on e-store
loyalty through the e-store image. There are studies showing parallelism with this finding.
Thomas [47] and Hu et al.[10], it has been determined that the store image has a mediating
effect in creating customer loyalty with experiential marketing practices. Finally, it was
concluded that e-shop image has an effect on e-shop loyalty. Thus, hypothesis H3 was also
accepted. In the studies conducted by Chang and Tu [34], Koo [35], Yun and Good [38], it
was determined that the image of the store can have a direct and significant effect on loyalty.
This result is similar to the findings of the present study.
In the light of these findings, it can be said that with the development and progress of
information technology, consumption will become more realistic with techniques such as
simulation and virtual reality. For this reason, customers should be encouraged to buy by
analyzing them through experiential marketing practices over the internet. In addition,
managers should try to improve experiential marketing in the virtual world and increase
eimage and e-loyalty through experiential marketing practices in the virtual environment.

LIMITATIONS
The most important limitation of the study is the use of quantitative analysis techniques. Since
experiential marketing practices are personal, it is important to construct them from a qualitative
point of view in order to obtain more descriptive results. In future studies, it will be possible to
reach different results in the analyzes to be made with qualitative research techniques. Secondly,
the fact that the data were collected in August, and most of the people were on vacation this
month, may have affected the quality and quantity of people reached. Therefore, in this case, it
may have affected the results. Therefore, the results cannot be generalized.

REFERENCES
[1] Yılmaz, M.K. and Vahidli, A.: The Effect of Experiential Marketing on Consumers’
Experiential Satisfaction andIntention to Recommend: Samsun Golf Club Example.
Journal of Turkish Tourism Research 4(2), 1454-1476, 2020,
[2] Noor, Z.Z.: The Model of Experiental Marketing, Service Quality, and Customer Loyalty.
Talent Development & Excellence 12(1), 192-199, 2020,
[3] Gilmore, J.H. and Pine, B.J.: Customer Experience Places: The New Offering Frontier.
Strategy and Leadership 30(4), 4-11, 2002,
http://dx.doi.org/10.1108/10878570210435306,
[4] Gentile, C.; Spiller, N. and Noci, G.: How to Sustain the Customer Experience: An
Overview of Experience Components that Co-create Value with the Customer.
European Management Journal 25(5), 395-410, 2007,
http://dx.doi.org/10.1016/j.emj.2007.08.005,
[5] Luo, M.M.; Chen, J.S.; Ching, R.K.H and Liu, C.-C.: An Examination of the Effects of
Virtual Experiential Marketing on Online Customer Intentions and Loyalty.
The Service Industries Journal 31(13), 2163-2191, 2011,
http://dx.doi.org/10.1080/02642069.2010.503885,

425
 İ. Yemez and Ş. Karaca

[6] Li, H.; Daughty, T. and Biocca, F.: Characteristics Of Virtual Experience In Electronic
Commerce: A Protocol Analysis.
Journal of Interactive Marketing 15(3), 13-20, 2001,
http://dx.doi.org/10.1002/dir.1013,
[7] Chen, J.; Ching, R.K.H.; Luo, M.M. and Liu, J.C.-C.: Virtual Experiential Marketing on
Online Customer Intentions and Loyalty.
In: 41st Hawaii International Conference on System Sciences, Hawaii, pp.1-10, 2008,
[8] Schmitt, B.H.: Experiential Marketing.
Journal of Marketing Management 15(1-3), 53-67, 1999,
http://dx.doi.org/10.1362/026725799784870496,
[9] Poulsson, S.H.H. and ve Kale, S.H. : The Experience Economy and Commercial Experiences.
The Marketing Review 4(3), 267-277, 2004,
http://dx.doi.org/10.1362/1469347042223445,
[10] Hu, T.-L.; Ho, Y.-H. and Hsieh, W.-C.: A Study On The Relationship Among Trust,
Brand Image, Experiential Marketing, And Customer Loyalty For Department Stores.
Journal of National Taipei College of Business 25/26, 55-75, 2014,
[11] Furtun, B.F.: A Study on Advertising Games as an Experiential Marketing Practice.
M.Sc. Thesis.
Üniversitesi Sosyal Bilimler Enstitüsü, Sakarya, 2012,
[12] Yoo, C.; Park, J., MacInnis, D.J.: Effects Of Store Characteristics And In-Store Emotional
Experiences On Store Attitude.
Journal of Business Research 42(3), 253-263, 1998,
http://dx.doi.org/10.1016/S0148-2963(97)00122-7,
[13] Zaltman, G.: How Consumers Think: Essential Insights into the Mind of the Market,
Harvard Business School Press, Boston, 2003,
[14] Kaltcheva, V.D. and Weitz, B.A.: When Should A Retailer Create An Exciting Store
Environment?
Journal of Marketing 70(1), 107-118, 2006,
http://dx.doi.org/10.1509/jmkg.70.1.107.qxd,
[15] Eroglu, S.A.; Machleit, K.A. and Davis, L.M.: Empirical Testing Of A Model Of Online
Store Atmospherics And Shopper Responses.
Psychology & Marketing 20(2), 139-150, 2003,
http://dx.doi.org/10.1002/mar.10064,
[16] Hoffman, D.L., and Turley, L.W.: Atmospherics, Service Encounters And Consumer
Decision Making: An Integrative Perspective.
Journal of Marketing Theory and Practice 10(3), 33-47, 2002,
http://dx.doi.org/10.1080/10696679.2002.11501918,
[17] Shaw, C.: The DNA Of Customer Experience : How Emotions Drive Value.
Palgrave Macmillan, New York, 2007,
[18] Crosby, L. and Johnson, S.: Experience Required.
Marketing Management 16 (4), 20-28, 2007,
[19] Hsu, J.-C.: The Effects Of Experiential Marketing On Brand Image.
Business Review 15(1), 81-98, 2010,
http://dx.doi.org/10.1080/10854681.2010.11426637,
[20] Chao, R.-F. and Kuo, T.-Y.: The Influence Of Experiential Marketing And Brand Image
On Consumers’ Revisit Intention: A Case Study Of E-DA Theme Park. In Chinese.
Journal of Tourism and Leisure Management 1(1), 33-55, 2013,
[21] Atasoy, A. and Marşap, A.: Mediating Role of Customer Experience and Consumer
Perceived Benefit in the Relationship Between Experiential Marketing Elements and
Loyalty: A Research In Shopping Centers. In Turkish.
Journal of Business Research-Turk 11(3), 2140-2159, 2019,
http://dx.doi.org/10.20491/isarder.2019.730,

426
 Examining the impact of virtual experiential marketing on e-store image and e-store loyalty

[22] Atasoy, A.: The Effect Of Experiential Marketing Components On Customer Satisfaction
And Loyalty In The Context Of Customer Experience And Consumer Perception: A
Research In Shopping Centers.
Istanbul Aydın University, Institute of Social Sciences, İstanbul, 2019,
[23] Köse, S.G. and Özer Cizer, E.: The Relationship between Experiential Marketing,
Customer Satisfaction and Customer Loyalty: A Research in the Smartphone Industry.
Business and Economics Research Journal 12(1), 219-232, 2021,
http://dx.doi.org/10.20409/berj.2021.319,
[24] Day, G.S.: A Two-Dimensional Concept Of Brand Loyalty.
Journal of Advertising 9(3), 29-35, 1969,
http://dx.doi.org/10.1016/0001-6918(69)90003-1,
[25] Rothaermel, F.T. and Sugiyama, S.: Virtual internet communities and commercial success:
individual and community-level theory in the atypical case of www.timezone. com.
Journal of Management 27(3), 297-312, 2001,
http://dx.doi.org/10.1177/014920630102700305,
[26] Bergami, M. and Bagozzi, R.P.: Self-categorization and commitment as distinct aspects
of social identity in the organization.
British Journal of Social Psychology 39(4), 555-577, 2000,
http://dx.doi.org/10.1348/014466600164633,
[27] Sheu, J.-J.; Su, Y.-H. and Chu, K.-T.: Segmenting Online Game Customers The
Perspective of Experiential Marketing.
Expert Systems with Applications 36(4), 8487-8495, 2009,
http://dx.doi.org/10.1016/j.eswa.2008.10.039,
[28] Seock, Y.K. and Norton, M.: Attitude Toward Internet Web Sites, Online Information
Search, and Channel Choices for Purchasing.
Journal of Fashion Marketing and Management 11(4), 571-586, 2007,
http://dx.doi.org/10.1108/13612020710824616,
[29] Faiz, E. and Kaplan, N.: The Mediating Role of E-Satisfaction in the Impact of Online
Customer Experience on E-Loyalty.
Kırklareli University Journal of the Faculty of Economics and Administrative Sciences 9(2),
269-289, 2020,
[30] Imran, M.; Ghani, U. and Rehman, K.U.: Consumer Perception of Store Image or Store Loyalty.
Journal of Managerial Sciences VII(1). 76-85, 2013,
http://dx.doi.org/10.1016/j.sbspro.2013.08.640,
[31] Yoo, S.J. and Chang, J.Y.: An Exploratory Research on The Store Image Attributes
Affecting Its Store Loyalty.
Seoul Journal of Business 11(1), 19-41, 2005,
http://dx.doi.org/10.7748/ns.19.41.11.s17,
[32] Külter Demirgüneş, B.: The Antecedents of Store Image and Customer Satisfaction.
International Journal of Research in Business and Social Science 3(3), 48-62, 2014,
http://dx.doi.org/10.20525/ijrbs.v3i3.109,
[33] Dallaert, B.G.C.: Tourist Valuation of other Tourists Contributions to Travel Web Sites.
In: Fesenmaier, D.R.; Klein, S. and Buhalis, D., eds.: Information and Communication
Technologies in Tourism 2000. Springer, Vienna, pp.293-302, 2000,
http://dx.doi.org/10.1007/978-3-7091-6291-0_26,
[34] Chang, C. and Tu, C.: Exploring Store Image, Customer Satisfaction And Customer
Loyalty Relationship: Evidence From Taiwanese Hypermarket Industry.
Journal of American Academy of Business 7(2), 197-202, 2005,
[35] Koo, D.: Inter-Relationships Among Store Images, Store Satisfaction, And Store Loyalty
Among Korea Discount Retail Patrons.
Asia Pacific Journal of Marketing and Logistics 15(4), 42-71, 2003,
http://dx.doi.org/10.1108/13555850310765033,

427
 İ. Yemez and Ş. Karaca

[36] Bloemer, J. and Odekerken-Schröder, G.: Store Satisfaction and Store Loyalty Explained
by Customer and Store-Related Factors.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 15, 68-80, 2002,
[37] Bloemer, J. and Ruyter, K.: On the relationship between store image, store satisfaction
and store loyalty.
European Journal of Marketing 32(5/6), 499-513, 1998,
http://dx.doi.org/10.1108/03090569810216118,
[38] Yun, Z. and Good, L.K.: Developing Customer Loyalty From E-Tail Store Image Attributes.
Managing Service Quality 17(1), 4-22, 2007,
http://dx.doi.org/10.1108/09604520710720647,
[39] Köleoğlu, N. and Çolakoğlu, H.: E Relationship Among Virtual Experiential Marketing
And Word Of Mouth Intentions
Journal of Awareness 2(Special 2), 19-32, 2017,
[40] Öztürk, K. Ö. : Empirical Analysis of the Effects of E-Service Quality and E-Store Image
on E-Satisfaction Level and E-Loyalty Level. B.Sc. Thesis.
Trakya University Institute of Social Sciences, Edirne, 2013,
[41] Chin, W.W. and Newsted, P.R.: Structural Equation Modeling Analysis With Small
Samples Using Partial Least Squares.
In: Hoyle, R., ed.: Istatistical strategies for small sample research. Thousand Sage Publications,
Oaks, pp.307-341,1999,
[42] Hair, J.F., et al.: Multivariate Data Analysis.
Pearson Education Limited, 2013,
[43] Yaşlıoğlu, M.: Factor Analysis and Validity in Social Sciences: Application of
Exploratory and Confirmatory Factor Analyses
İstanbul Üniversitesi İşletme Fakültesi Dergisi 46(0), 74-85, 2017,
[44] Tavşancıl, E. : Measuring Attitudes and Data Analysis with Spss.
Nobel Yayıncılık, Ankara, 2014,
[45] Fornell, C. and Larcker, D.F.: Evaluating Structural Equation Models with Unobservable
Variables and Measurement Error.
Journal of Marketing Research 18(1), 39-50, 1981,
http://dx.doi.org/10.2307/3151312,
[46] Henseler, J.; Christian, M.R. and ve Sarstedt, M.: A New Criterion For Assessing Disci-
Rimant Validity In Variance-Based Structural Equation Modeling.
Journal of the Academy of Marketing Science 43, 115-135, 2015,
http://dx.doi.org/10.1007/s11747-014-0403-8,
[47] Thomas, S.: Linking Customer Loyalty to Customer Satisfaction and Store Image: A
Structural Model for Retail Stores.
Decision 40(1-2), 15-25, 2013,
http://dx.doi.org/10.1007/s40622-013-0007-z,
[48] Chin, W.W.: The Partial Least Squares Approach To Structural Equation Modeling.
In: Marcoulides, G.A., ed.: Modern Methods for Business Research. Lawrence Erlbaum Associates,
Mahwah, pp.295-358, 1998,
[49] Cohen, J.: Statistical Power Analysis For The Behavioral Sciences.
Routledge, New York, 1988,
http://dx.doi.org/10.4324/9780203771587.

428