An Investigation into In-Store Customer Experience and Its Influence on Purchasing Intention of Male Chinese Luxury Fashion Consumers

China has become the most attractive luxury fashion product market, in which male consumers were major segment in luxury fashion products consumption, and luxury fashion products consumption mainly took place in retail stores. Meanwhile, experience marketing has dynamically developed. This encouraged researchers to focus on how to understand, improve and utilize customer experience in marketing activities, especially marketing of physical retail stores. Although it has captured the attention of scholars and practitioners, there still were not many related studies. Based on the consideration, by referring to the results of existing researches, this study conducted a quantitative study to identify in-store customer experience and its influence on the purchasing intention of male Chinese luxury fashion consumers. In-store customer experience was measured with four dimensions, namely, cognitive experience, affective experience, social experience and physical experience. In this study, this author first conducted a literature review to summarise and critically evaluate existing academic findings on customer experience, purchasing intention, luxury fashion and Chinese luxury fashion market. Second, this author explained the methodology of this study. Under a quantitative approach, data about in-store customer experience and purchasing intention of male Chinese luxury consumers was collected through a questionnaire based on Likert scales. After correlation analysis and multiple regression analysis, it was found that cognitive experience, affective experience, social experience, physical experience, and overall in-store experience all had a positive influence on purchasing intention. Moreover, among them, physical experience and social experience were two stronger predictors of purchasing intention, whereas cognitive experience and affective experience were relatively weak predictors. Finally, implications for practitioners were proposed