The Effect of Experiential Marketing Activities of the Websites That Provide E-Commerce to the Customer to Customer to Unplanned Purchasing Behaviors and Satisfactions of Customers: A Research in Konya

Businesses that are faced with changing consumer expectations should keep their marketing activities dynamic. Experiential marketing is a strategic concept that helps businesses at this point. Experiential marketing aims to bring the benefit of the product to the consumer and it focuses on the sensory, sensual, cognitive, behavioral and social experience of the product. Experiential marketing is showed in every kind of platform. Websites that provide e-commerce from consumer to consumer are also one of these platforms. In particular, in the digital technology and the internet age which consumers are extremely free and interactive, it is extremely possible to sell their own products and buying products from individual vendors such as themselves, even more to purchase unplanned and to wait to be satisfied after purchase extremely likely. It is an important question that how experiential marketing activities effect to these behaviors on the platform. The aim of this study is to determine the effect of experiential marketing activities of the websites that provide e-commerce from consumer to consumer on the unplanned buying behavior and satisfaction of consumers. For the research, individuals who had previously been shopping in the province of Konya and who had previously been shopping from the consumer web site. In this context, a study was conducted using face-to-face survey method on the selected sample. The data were analyzed by SPSS 24 Statistical Package Program and the results were evaluated. Within the scope of the research results; demographic characteristics of participants and statistics of their responses to questionnaires, the participants are young and have high educational level. Participants opinions about experiential marketing activities of websites that provide e-commerce from consumer to consumer are positive, participants were satisfied with their purchases from these sites however, they do not buy products from these sites in an unplanned manner. As a result of factor analysis, experiential marketing is divided into three factors: sensory-cognitive, behavioral-social, and emotional. Multivariate regression analysis shows that behavioral-social experiences have positive effect on unplanned purchasing, and sensory-cognitive and emotional experiences have positive effects on customer satisfaction. Correlation analysis revealed an inverse relationship between unplanned purchase and customer satisfaction.