The omni-channel shopping phenomenon creates major challenges for brick-and-mortar stores to remain relevant and appeal to customers. A way to counteract these challenges is to offer customers a journey where in-store experiences enable them to encounter numerous physical and virtual touchpoints evoked by affective, cognitive, physical, relational, sensorial and symbolic responses. This study ascertained the customer journey activated by the experiences causing value and resulting in intentions to revisit a retailer specializing in outdoor apparel. Our web-based survey collected 300 valid responses for analyses. The statistical analyses confirmed a positive relationship between the customer in-shop experience factors and the shopping trip value experienced, which in turn mediated the relationship with intention to repatronage. Some conclusions are made and various suggestions for future research are recommended.

全渠道购物现象为实体店保持相关性和吸引顾客带来了重大挑战。应对这些挑战的一种方法是为顾客提供一个旅程，在这种旅程中，店内体验使他们能够遇到由情感、认知、身体、关系、感官和象征性反应引起的众多物理和虚拟接触点。这项研究确定了由产生价值的体验激活的客户旅程，并导致他们打算重新访问一家专门从事户外服装的零售商。我们基于网络的调查收集了 300 份有效回复以供分析。统计分析证实了顾客店内体验因素与所体验的购物旅行价值之间存在正相关关系，这反过来又调节了与再光顾意愿的关系。