Verifying the Effectiveness of Camping Brand Experience Marketing: Focusing on the Relationship between Consumption Experience, Expected Value, Satisfaction, and Purchase Intention

This study was conducted to provide an academic foundation to verify the effectiveness of camping brand experience marketing using consumption experience, expected value, satisfaction, and purchase intention variables and to help find marketing plans using them.To this end, a survey was conducted on 350 consumers of camping stores in the Gyeonggi and Chungcheong areas, where large camping stores can be experienced, and 327 copies (93.4%) of them were used for the final analysis.As a result, the consumption experience factor of camping product consumers had a significant influence on the expected value.Second, the consumption experience factor of camping product consumers had a significant influence on satisfaction.Third, the consumption experience factor of camping product consumers did not significantly affect purchase intention.Fourth, the expected value of consumers of camping products significantly influenced satisfaction.Fifth, the expected value of consumers of camping products significantly influenced purchase intention.Sixth, the satisfaction of camping product consumers had a significant influence on purchase intention.These results suggest that the more consumers of camping products perceive that the product satisfies the value they pursue through direct product experience, the higher the purchasing tendency.