对于宜家,开放体验是由其产品特性决定的,而能有先提供体验后让消费者做出购买决定的自信背后,是宜家对于消费者行为心理学的透彻研究。7月中旬的午后,在宜家中国最繁忙的卖场北京四元桥店,凉爽宜人,在这个“家”里睡着的人很多。广播里响起宜家工作人员劝阻声音,一遍又一遍。宜家在为一些客人提供开放体验的同时,也让一些消费者对这种“体验”的不愉悦日益增加。 For IKEA, the open experience is determined by the characteristics of its products, and the confidence behind the decision to let consumers make the purchase decision first is a thorough study by IKEA of consumer behavior psychology. Mid-July afternoon, in IKEA China’s busiest stores Beijing Siyuanqiao shop, cool and pleasant, in this “home ” asleep a lot of people. The IKEA staff sounded on the radio to discourage the sound, over and over again. While IKEA offers some guests an open experience, it also makes some consumers increasingly unhappy with this “experience.”