To see the other types of publications on this topic, follow the link: Experiential Marketing.
Dissertations / Theses on the topic 'Experiential Marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Experiential Marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Lelong, Floriane, and Julien Tartas. "The olfactory experiential marketing online." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25478.
Full text
2
Azizi, Taha. "Exploring an experiential marketing phenomenon : the dining experience." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2011, 2011. http://hdl.handle.net/10133/3233.
Full textAbstract:
This research focuses on dining experience as an example of experience marketing. In this study, the qualitative research method has been used to derive particular concepts involved in the dining experience from the bodies of reviews. Similarly, quantitative content analysis method has been used to provide rich and valuable information about the concepts explored from the qualitative data. Inferential statistics has been used in the study to test hypotheses about the relationships between elements in the dining experience context. The results indicate that food quality is the most important predictor of the dining satisfaction while service quality may not be an effective factor to create satisfaction. Moreover, social needs in dining experience are more evident in dinners than in lunches. The results of the study reveal the effectiveness and applicability of the online review analysis in bringing new insights from dining experience to contribute to the field of experience economy.viii, 127 leaves ; 29 cm
3
LaFontaine, Cathi J. "An analysis of experiential learning within postsecondary marketing education in Wisconsin and Minnesota." Menomonie, WI : University of Wisconsin--Stout, 2006. http://www.uwstout.edu/lib/thesis/2006/2006lafontainec.pdf.
Full text
4
Rennie, Tarryn. "The interplay of social semiotics in selected examples of experiential brand marketing." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/3695.
Full textAbstract:
As with the traditional form of print advertising, advertisements were, and still are designed in a particular way to attract the viewer’s attention and direct the attention towards a specific area within the framework of the advertisement. However, besides print advertising, today’s markets require further interaction with consumers and the public at large. This has given rise to the use of experiential brand marketing whereby consumers interact with the brand in out-of-context situations. The advancement of technology has enabled user experiences to go beyond the traditional forms of branding such as television, print, radio and even on-line advertising, websites and so forth and users are able to upload experiential brand experiences instantly on social networking sites. This, in turn, has indicated that marketers need to take full advantage of social networking, PR and audience interaction with brands. Theo Van Leeuwen & Gunther Kress (2005:7) investigated the context of ‘framing’ in visual communication where elements either have some kind of ‘connectedness’ or ‘disconnectedness’. This study focuses on the context of Van Leeuwen’s (2005:7) ‘framing’ of traditional print magazine designs to the environments or brandscapes in which experiential brand activations are taking place. According to Lenderman (2006:52), experiential marketing requires person-to-person networking with consumers who use sophisticated networking tools for respectful conversations between the consumer and the brand. Not only is this a cost effective solution to making a relatively unknown brand reach the masses, but it also allows an opportunity of immediate audience participation and instant recording of data that can spread across a global network. The theoretical base of social semiotics, underpinned by Van Leeuwen’s theory of ‘framing’, forms the theoretical basis of this study, with case studies of various experiential brand activations being analysed. An analysis of the environment in which the brand experience takes place, along with consumer reactions and their reactions to the overall brand experience in terms of experiential branding is studied. The aim of this research is to identify how the interplay of social semiotics could be used to interpret the current trend of user brand experiences in terms of experiential, interactive marketing.
5
Snakers, Elsa, and Elise Zajdman. "Does experiential marketing affect the behavior of luxury goods' consumers?" Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35801.
Full textAbstract:
Nowadays we are in a very competitive market where products have all very sustainable competitive advantages. It is difficult to find the difference between products. Finding a new way to reach this advantage of differentiation from one to another is becoming the key issue for companies to survive in this context. Traditional marketing strategies focusing on price or quality are not anymore a long-term source of differentiation and competitive advantage. A way to reach differentiation is by means of a much stronger focus on the customer. Experiential marketing is this new way by making the customers living an experience through the creation of emotions. Experiential marketing has for goal to create emotions to the customer that lead to enjoy an experience for the consumer and affect his attitude and behavior. It is very useful as a differentiation strategy to sell utilitarian product from everyday life. However aesthetic products like art or luxury products created by the genius of artists and couturiers create emotions by themselves. So, we focused on the luxury goods field because we wanted to know if experiential marketing had an effect on consumers in this field even if luxury goods products already create emotions by themselves. Moreover, some people are more sensitive to emotions and aesthetic than others. We also wanted to know if experiential marketing had an impact on these people. Our paper tries to go further on this subject by comparing to types of store of the company Lancel (a luxury company of leather goods) one is using experiential marketing and the other is not.
For our research we first had to read scientific articles, books and previous studies on emotions and experiential marketing. Then, we developed three hypotheses which helped us to conduct our research and draw conclusions. Those hypotheses have been discussed by conducting a mixed research that is to say by combining a qualitative research with a quantitative one. In the quantitative research we compared the emotions felt and the purchase intention in the different stores of Lancel to see if the store which uses experiential marketing has better results. In the qualitative research we wanted to know the reasons why Lancel has developed this new concept of store. The quantitative research was conducted by administrating questionnaires in the different stores of Lancel. We had a deductive approach. The qualitative research, based on a descriptive approach, was carried out by creating structured interviews. The results we were enable to get thanks to these data, allowed us to draw conclusions regarding our research. In this paper, we compare emotions people feel in a store that uses experiential marketing and in a one which doesn‘t to see if there are differences in their attitude and behavior due to experiential marketing.
6
Li, Jiahao, and Yujiao Zhang. "Chinese Consumers’ Attitudes toward Experiential Marketing ：The Case of IKEA." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10019.
Full textAbstract:
Currently, the experience economy, as a new form of economy is developing and following the service economy. The experiential marketing is the product of experience economy and it is increasingly used by more and more enterprises. A good way of carrying out experiential marketing improves consumers’ user experience when they do shopping. Nevertheless, there are some issues regarding the existing marketing strategy that need to be looked into.The purpose of this thesis is to try to find out Chinese consumers’ attitudes towards experiential marketing. IKEA, a Swedish furniture retailer, has a large number of stores in China and IKEA is widely known for its experiential marketing. It seems appropriate for a case study on the Chinese consumers’ attitudes toward experiential marketing.The case study method has been chosen for doing this research, and the research is conducted from a consumers’ perspective. This thesis first introduces the background of this kind of marketing strategy and explains the basic theory of it and then, analyzed according to IKEA’s actual situation of implementing experiential marketing. How IKEA applies experiential marketing mode and makes full use of its characteristics is studied, especially from Chinese consumers’ perspective. The analysis is based on Chinese consumers who belong to different age groups.
7
Lin, Feng-Chuan, and 林鳳娟. "The Study on Customers′ Experiential Marketing and Experiential Value." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/05082463244820870945.
Full textAbstract:
碩士臺北市立教育大學
體育學系體育教學碩士學位班
97
The purpose of this study was to confer on experiential marketing and experiential value of customers at Sports Bars in Taipei, and to compare the difference between the customers with different background. “The Questionnaire of Experiential Marketing and Experiential Value of Customers at Sports Bars in Taipei” was used as the instrument, there were 425 people in total had been as the samples in this study. To computer for data analysis by Descriptive Statistic, Factor Analysis, t test, One-way ANOVA, Afterwards Comparison of Scheffe’ Method, Repeated Measures, Afterwards Comparison of LSD, Pearson product-moment correlation, Multiple Regression…etc. statistical method. The following results show that： 1. The dimensions of experiential marketing of customers at Sports Bars in Taipei were “feel”, “sense”, “think”, “act”, “relate”. The customers put emphasis on “feel” first. The dimensions of experiential value were “playfulness”, “aesthetics”, “professed service”, “economy”. The customers put emphasis on “playfulness” first. 2. The significant difference were explored in experiential marketing of customers at their gender, age, education, income except their marriage, occupation. 3. The significant difference were explored in experiential value of customers at their gender, age, education, income, marriage, occupation. 4. There was positive middle correlation between experiential marketing and experiential value. 5. The consumers′ feel, sense, think, act of experience could forecast with 66% of experiential value significantly.
8
Fang, Tseng Wang, and 王芳岑. "A Study of Experiential Marketing, Experiential Value and Purchase Intention." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/45006831647938133325.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
92
在產品同質性非常高的現今消費市場，大眾消費已經從單純的功能性滿足，拓展到了更多的感受性滿足；因此體驗行銷已不斷被提出與倡導，本研究問題是探討體驗行銷(experience marketing)、透過中介變數體驗價值(experience value)，與購買意圖(purchase intention)之關係，經由間接文獻之引用及邏輯之推理，發現體驗行銷與購買意圖之關係有必要進一步釐清。 本研究是透過分層隨機抽樣法的方式，請星巴克的顧客幫忙填寫。總共發了420份問卷，去除無效問卷69份，效問卷為351份。 結果本研究發現，體驗行銷的感官構面與購買意圖呈現正相關；體驗行銷的另外兩個情感與關聯構面與購買意圖沒有正向關係；體驗行銷與體驗價值則呈現顯著正相關。而有關中介變項體驗價值與購買意圖則呈現正向關係符合假設預期。
9
Chen, Shu-Yu, and 陳舒郁. "A Study on Experiential Marketing of Cloud Marketing Machine." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/25zv95.
Full textAbstract:
碩士國立臺北商業大學
商學研究所
104
With advances in technology, the traditional marketing model can not meet the needs of consumers, if business want to maintain their competitive advantage in the market, open up new marketing channels will be imperative; vending machines in today's society is very popular, with the a change in consumption patterns, vending machine's designed is also daily-life; if using the vending machine's diffusion and convenience, which may create unlimited business opportunities; therefore, this study will be through Experiential Marketing way to explore consumer for the Cloud Marketing Machine's Reused Intention and explore consumer's acceptance and Repurchase Intention about advantage the Cloud Marketing Machine to marketing new products. We sampled from the student of the NTUB, conducted paper questionnaires with 303 valid questionnaires, and analyzed them by SPSS 20.0 and SmartPLS 3.0. The empirical result finds the Cloud Marketing Machine's Convenience, Novelty and Customer Satisfaction are significant positive influence on Reused Intention. The results show that through the Cloud Marketing Machine to sell the new product can attract the attention of consumers; and through this new marketing model, businesses not only will be able to save huge marketing costs but also can marketing goods and achieve the better marketing results.
10
Lin, Yan-Ting, and 林燕亭. "Exploring the Effectiveness of Relationship Marketing and Experiential Marketing." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yy953p.
Full textAbstract:
碩士亞洲大學
經營管理學系
107
This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention. fsQCA display that there are four causal configurations found to be sufficient for high purchase intention.
11
Lai, Yi-Chieh, and 賴怡潔. "Experiential Marketing of Hakka Lei Tea." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/22678236964079268746.
Full textAbstract:
碩士國立交通大學
客家文化學院客家社會與文化學程
103
As one of the representative cultural product of Hakka in Taiwan today, Lei Tea shop owners are the most concerned about the topic is how “Lei Tea industry” strengthen the relationship with customers in order to create the industry's sustainable development in the highly competitive business market. Three representative Lei Tea stores in Beipu were chosen for this study. The Bernd Schmitt model of experiential marketing was used to analyze the semi-structured interviews of the shop owners and the customers, and to discover how the shop owners conveyed their business philosophy to their customers while also narrowing the distance between them and their customers. There are seven conclusions in this study: 1. The experience of Lei Tea could link the Relate module successfully, but the shop owners will change the details of the experience of Lei Tea for stimulating the customers’ Sense module strengthenly. 2. The signs and shop names affect the customers’ Sense module, but the image design thing that can touch can enhance the customers’ Act module and Relate module. 3. Long-term Act module of the customers(frequent customers and habitual taste) will affect product development. 4. The store brand marketing and joint marketing can enhance the connection with customers’ Feel module. 5. The key point of the space environment is to create an atmosphere, and it can promote the customers’ Sense module, Feel module, and Relate module. 6. The age range relates to consumption object, but the shop owners all continuously enhances on-line marketing, developing the new Act module to expand the market. 7. "People" in the Experience Provider is the key point, not only enhance the interaction with the shop owners and customers, but also every Strategic Experiential Models effectively.
12
Lin, Hsien-Chang, and 林顯昌. "The Experiential Marketing of Happiness Codes." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/63362330028071728366.
Full textAbstract:
碩士國立屏東科技大學
企業管理系所
98
The study aims at customer values and well-being, and explores the meanings of happiness codes which customers value from the service delivery processes. The study also combines the theories of codes and well-being, sets up the research proposition and sums up the contents of happiness symbol variables. Questionnaires were mailed to the people in the optical business and the results were found by quantitative analysis, then the affections were discussed from the customers through the subjective well-being and psychological well-being. Questionnaires are obtained from the customers and the sales people in the optical business which the sales apply the feelings of happy semantics in the service delivery process. And then, the values of customer’s consumption are summarized. The results will offer managerial references, strategic planning and marketing experience for optical industry hopefully. The results show that the functional, situational, affective, aesthetic, social, and epistemic happiness symbols from questionnaires. The customers’happiness codes have changed steps by steps in the service delivery process. Moreover, the study extracts the subjective well-being and psychological well-being of the customer value in the service delivery process. According cluster analysis, the consumption characteristics are divided into four groups. They are namely as impulsive, middlebrow, full range and rational groups, Managerial suggestion and related marketing strategies are also proposed. This study suggests that companies can find out the happiness codes of the goods. The six symbols in the two kinds of well-being were operated in the three steps of the service delivery processes. The happiness codes are defined as a marketing strategy. Six strategies of the happiness codes by the consumption characteristics of the classified groups are developed, and to be an alternative of experiential marketing strategy. The other industries can also reference the customer’s happiness codes proposed by this study as a special kind of marketing strategy.
13
Lin, Wei-Tao, and 林維燾. "A Study of Museum Experiential Marketing." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/17152780255951334920.
Full textAbstract:
碩士國立臺灣海洋大學
航運管理學系
103
With the mature development of economy and the resultant rise in living standard, traveling has became part of live. Service providers of travel concern more on designing a venue for leisure. Based on SEMs from Schimitt (1999) and data collected from visitors of National Museum of Marine Science and Technology, this research aimed to discuss the influence of strategic experiantial marketing modules on experiential value, and the influence of experiential value on revisiting willingness. With 364 valid respondents collected from survey, SEM analysis revealed that experiential marketing module significantly positive impact experiential marketing value; experiential marketing value significantly positive influence tourists’ willingness to revisit. Meanwhile, marketing recommendations and future research directions are discussed.
14
Chang, Mei-Huei, and 張美惠. "A Study of Hypermarket Experiential Marketing." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/36338541510356279921.
Full textAbstract:
碩士國立臺灣海洋大學
航運管理學系
103
This study aimed to investigate the relationship between experiantial marketing module, experiential value, and repurchase intention. Based on data collected from customers of hypermarket in Taipei, the analytic results revealed that strategic experiential marketing module positive significant influence experiential value, experiantial value positive significant influence repurchase intention. Meanwhile, the sub-constructs of strategic experiential marketing modules: sense, feel, think, act, and relate were approved, while the sub-constructs of experiential value: return on investment, service excellence, aesthetics, and playfulness were approved, too. Discussions, conclusion, and implications are provided.
15
chen, Kuo-Chin, and 陳國欽. "Marketing Planning in Creative Life Industry－an Experiential Marketing Perspective." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/77445846820692354982.
Full textAbstract:
碩士朝陽科技大學
企業管理系碩士班
96
Because of global market approaching with whole big environment vicissitude, our country economical develops condition. From the early agriculture, the industry economy transforms for the experience economy. For alternating the effect in accordance to the overall market which creates and expends the populace to live savors the promotion, the Executive Yuan in 2003 starts to impel the creativity life industry. Because connotation of and the experience marketing the industrial core concept has similarly many place, thus causes the researcher to be curious. Also the domestic discussion creativity life industry marketing plans correlation of research the solid service to be also insufficient, therefore this research attempts take the creativity life industry as how explores it to sell the solid service to operate creates consumer''s experience overhead construction of using the experience marketing. This research picks the case study law, choosing four surveying rods document from the industry: Guang-Xing Zhi Liao, Jin-Liang-Xing the kiln industry, Wu-Gu culture village, San-Yi Ya-Xiang-Bao. The penetration secondary material participates in the observation and depth interview: Business owner, the first line staff, skilled worker, and so on the way carries on the material collection, again take experiences the matrix to do as the analysis overhead construction. The experience medium takes the strategy experience as analyzes the main axle, and the penetration takes root the theory to carry on the analysis, repeatedly examines shows the document interview: content, and auxiliary after is connected the literature lays the analysis foundation, the thousandth of a Yuan clear analysis vein, the extract leaves the analysis category and the concept, understands time the creativity life industry plan experience marketing the key point. Finally induces possesses the research discovery and the conclusion, the suggestion industry in the solid service plan may: 1. Guides take the customer as the foundation carries on the goal marketing plan; 2.Designs a more explicit subject, the strengthened subject; 3. Studies to the same business. Regarding the following researcher, this research suggested that, 1. Unifies the consumer end to extend the research; 2. Joins the overseas documents to compare with and reference.
16
Nan, Jiun-Chen, and 陳男軍. "Experiential Marketing、Experiential Value and Customer Satisfaction- A Survey of Tourist Factories." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/3bzefs.
Full textAbstract:
碩士元培醫事科技大學
企業管理系碩士班
104
In the condition that the traditional industries continue to relocation, Taiwan's traditional industries have faced enormous competitive pressures. In order to break through the bottleneck of business and competitive pressures, many traditional industries have begun with innovative techniques such as transforming to tourists-centered factories. Tourists-centered factories are refered to those who provides activities and experiential activities for customers. Tourists-centered factories have increased dramatically in the recent year, how to management tourists-centered factories becomes a great challenge of practitioners and managers. This paper intends to explore the relationship among experiential marketing, experience value and consumer satisfaction. The research objective focuses on three issues: (1) the extent to which the experiential marketing affects experiential value? (2) the impact of experiential marketing on consumer satisfaction? (3) the effect of experieial value on consumer satisfaction ? This study applies quantitative research method, and administers 430 questionnaires to customers who visiting white wooden brand and cultural centers in Athens cake password Pavilion. The response rate is 100%. After reducing the 24 invalid questionnaires, the valid questionnaires are 406. Using satistic analysis, the research discovers that there is a significant influence on exparts will be valid questionnaires with SPSS statistical analysis of the relationship between the experiential marketing and cutomer satisfaction. The result also shows that experiential marketing have a positive impact on experiential value.
17
Hsiao, Yu-Hsuan, and 蕭郁璇. "The Study of Experiential Marketing and Experiential Value of Nike Women Runners." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/60068220991738263164.
Full textAbstract:
碩士國立高雄師範大學
體育學系
103
The Study of Experiential Marketing and Experiential Value of Nike Women Runners Abstract This study were focused on experiential marketing and experiential value of female participants of WE RUN TPE: 2014 NIKE WOMEN’S HALF MARATHON in 2014. The research used the questionnaire survey procedure and total of 339 valid questionnaires were collected. Data were analyzed by descriptive statistic, one way analysis of variance and canonical correlation. The results of this study were as follows: First, most of female participants were age 21-30, single, student, live in northern part of Taiwan. Second, female participants had high degree of feelings in experiential marketing and experiential value in 2014 Nike Women runners. ‘Relate’ was the highest factor among experiential marketing, and ‘interesting’ was the highest factor among experiential value, respectively. Third, age of the Nike Women runners could influence the feelings of experiential marketing. Fourth, age and occupation of the Nike Women runners could influence the feelings of experiential value. Fifth, there were significant positive relationships between experiential marketing and experiential value in Nike Women runners. And the factors of experiential marketing: ‘Relate’, ‘Think’, ‘Feel’, ‘Sense’ had more relationships between the factors of experiential value: ‘interesting’ and ‘service excellence’. Suggest the related association to hold female-running competitions continuously to increase the willingness of different people to join the competition. Focus on the ‘Relate’ method of experiential marketing among the event, to increase ‘interesting’ experiential value of the participants. And use more experiential marketing methods to increase the experiential values of participants. Key words: Nike Women, Experiential marketing, Experiential value
18
Hai-Yan, Huang, and 黃海晏. "Experiential Marketing to Marketing Experience: A Construction of Experiential Model on All-out Defense Military Summer Camp Participants." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/62648546639521299502.
Full textAbstract:
碩士國防大學政治作戰學院
新聞碩士班
98
The Military Summer Camp has been the most indicative activity among All-Out Defense education. This study tried, from the concept of “Experiential Economy” and “Experiential Marketing (EM), to exam the motivation, experience and satisfaction of participants of Military Summer Camp, to explore the core variables, and to identify the causalities, by way of establishing their “experiential model”. This study extended an insight from experiential marketing into marketing experience, in the hope to broaden the influences and effects of the Military Summer camp. Using questionnaires, this study focused on every type of Military Summer Camp held in 2009, implementing stratified cluster sampling with 945 effective samples and 5 participants’ in-depth interviews. Important findings are as followed. 1. The participants of Military Summer Camp in 2009 were mainly senior high and vocational school students from the “new five special municipalities”, who took part in this activity for the first time. 2. In terms of crucial research variables, using the factor analysis, three dimensions were identified from “motivation” variable. They are “the push-motivation”, “the pull-motivation” and “the interpersonal motivation.” By the same way, “the military experience” factor was extracted from “experience” variable, and “the activity satisfaction” factor was identified from “satisfaction” variable. Also, from “loyalty” variable, “the behavior loyalty” factor was extracted. 3. The verification results of the “experiential model” indicated that: (1) motivation was able to positively and significantly affect experience; (2) experience was able to affect satisfaction positively and significantly; (3) experience was able to affect loyalty positively and significantly; (4) satisfaction was able to positively and significantly affect loyalty; (5) motivation was able to affect satisfaction significantly, in which the “interpersonal motivation” had a negative effect on the “activity satisfaction”; (6) Some factors in motivation were able to affect loyalty positively and significantly, in which the “pull-motivation” was able to affect loyalty positively and significantly. Meanwhile, the “push-motivation” and the “interpersonal motivation” were insufficient to predict “behavior loyalty,” neither did the direct influence. 4. The “military experience” factor played the core role in the “experiential model” structure of this study, and the “pull-motivation” was the primary factor driving the loyalty behavior of the participants. 5. The information channels of the participants were mainly the “Military Instructors' Office”. For those participants considering to join the military, Military Summer Camp played an instrumental role to some degree.
19
Chu-Chi, Liu. "Virtual Experiential Marketing on Online Purchase Intention." 2006. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0009-3107200613360100.
Full text
20
Chen, Hung Yen, and 陳虹燕. "Adopting Experiential Marketing on Narrative Online Advertising." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/93925754617892270974.
Full textAbstract:
碩士元智大學
企業管理學系
95
More and more companies strive to create complete and wonderful shopping experiences to their consumers. Furthermore, some studies begin discussing the effects and implications of practicing experiential marketing on the physical or virtual environment. However, there are few studies put the focus on experience of online advertising. This study suggests that marketers can adopt narrative online advertising to design consumers’ virtual experiences. In addition, this study indicates four important elements --- interactivity, vividness, entertainment and self-referencing---of narrative online advertising and demonstrates the effects on the attitudes toward the products and purchase intentions. Three moderating variables are also proposed in this framework--- product involvement, purchase involvement, and advertisement involvement. In order to examine the framework, this study designs a questionnaire and collects 816 samples via an online survey system. The study uses AMOS5.0 to estimate the structure model and moderating effects. The results indicate that interactivity, vividness, entertainment and self-referencing are all have positive effects on attitude toward the product, and further, there are several variables verified to serve as moderators in the relations between elements of narrative online advertising and attitude toward the product and between attitude toward the product and purchase intentions.
21
Liu, Chu-Chi, and 劉筑綺. "Virtual Experiential Marketing on Online Purchase Intention." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/73002793449363989884.
Full textAbstract:
碩士元智大學
企業管理學系
94
This research is to investigate the effects of the “virtual experiential marketing elements”. In the study, the concept of experiential marketing is adopted for virtual environment practices. Characteristics of virtual experiential marketing are discussed and its elements are identified as sense, interaction, pleasure, flow, and community relationship. A primitive research framework is provided and it depicts the relationships among variables. It was proposed that there is positive impacts of virtual experiential marketing on Online browse intention and Online purchase intention. Moreover, other variables – shopping orientations, prior purchase, and information technology (IT) usage level are brought to discuss their moderating effects between the impacts of virtual experiential marketing on Online browse intention and virtual experiential marketing on Online purchase intention. An empirical study was conducted through a questionnaire development composed of virtual experiential marketing elements and 1052 samples were collected eventually. The main effect of the research is examined by means of AMOS 5.0 and the moderating hypotheses are tested by utilizing SPSS 12.0. The results of the data analysis show that the virtual experiential marketing elements can really affect the Online browse intention and Online purchase intention positively except the “sense”; furthermore, they have an indirect impact on the E-loyalty. In addition, there are, by all means, several factors verified to serve as moderating roles in the relationship between the virtual experiential marketing elements and Online browse intention and between the virtual experiential marketing elements and Online purchase intention.
22
Chang, Chia-wen, and 張家文. "Experiential Marketing of Museums-National Palace Museum." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35417189635455893591.
Full textAbstract:
碩士國立嘉義大學
管理研究所
95
Based on a literature review of experiential marketing and museum marketing, this research intended to develop a tentative framework of museum experiential marketing. Through Experience Sampling Method, which had never been used in previous museum research, this study empirically examined the variation and changes of consumers’ feelings and experiential values during a museum tour. The results showed that consumers’ experiential values at different times had significant differences. In addition, the findings also showed that individual’s motivation had a positive impact on his/her felt experiential values, satisfaction and behavioral intents. The findings of this research provided some useful insights for future museum marketing strategy.
23
Yu, Yen-Chieh, and 游彥潔. "Study of Experiential Marketing on Good Cho’s." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/10307182134235028052.
Full textAbstract:
碩士國立臺北教育大學
文化創意產業經營學系
101
The reuse of public deserted space is the way to active unused space. In addition to art exhibitions, combining dining spaces are also one of the trends. In recent years, the culture of mass consumption trends change significantly, so there are compound performance’s spaces for reusing old composite frequent exhibitions space. "Good Cho’s" creates a unique experience by reusing an unused space to continuing Simple Life Festival’s spirit. In this study, Good Cho’s as the research object, using Schmitt’s Strategic Experiential Modules and Experience providers as its theoretical foundation for finding out Good Cho’s' experience elements in business management and marketing can use, and trying to explore "consumer’s demand" as a future marketing strategy recommendations. Therefore, the Kano model will be used to categorize and analyzes the experience elements. The end goal is to help Good Cho’s explore its experience elements, establish a unique style, reduce unnecessary waste of resources, and make differentiated marketing.
24
Li, Ji-Long, and 李季龍. "A Study of the Relationship among Experiential Marketing, Experiential Value and Brand Equity." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/31510120348832824354.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
92
Experiencing economic era idea that Pine and Gilmore once proposed. The era that we are in is the economic era of experience at present. Consumers in this era, the thing of the demand is enough to make it move and leave the products that remember all one''s life. We can find enterprises under economic era, no matter traditional industry or new developing scientific and technological industry, adopt the marketing tactics of experiential marketing. Urde(1994)once advocated that brand is the key to surviving and growing up in enterprises. We can find out that really there is a necessity of their research in the Brand Equity. Though has already studied the subject of a lot of experiential marketing in existing academic research, but has not studied brand equity. We unable to carry on perfect explanation, explanation, predict or controlling in experiential marketing. For above-mentioned reasons, cause the motive of this research, so, this main purpose of research is in 1. Understand the meaning of experiential marketing and Brand Equity. 2. Inspect the relation of experiential marketing and Brand Equity. 3. Inspect the relation of experiential marketing, experiential value and Brand Equity. According to the conclusion of this research, we can find that not all experiential marketing influences Brand Equity. But this does not show that act experience and relate experience have no benefit to brand equity. We can infer the reason that Starbucks Coffee does not emphasis on act experience and relate experience. Result of study even show on the other hand, In the catering trade, sense, feel and think experience can really improve brand equity of enterprises.
25
WANG, YUN-LING, and 王韻鈴. "A Study of Experiential Marketing, Experiential Values on Customer Loyalty in Handmade Brand." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/86725229455464374806.
Full textAbstract:
碩士國立臺灣藝術大學
圖文傳播藝術學系
103
Due to the aesthetic of living is getting more attention, emotion economy is becoming popular as well. Handicrafts provide more emotion, sensation and attraction compared to those from mass production procedures. In the viewpoint of experiential economics, service, customer satisfaction and sensation have become part of a product. The result of customer experience is related to the degree of customer loyalty. Grass Hill Jewelry is one of the most famous metalworking studios in Taiwan. In this study, the FCB model is adopted to classify Grass Hill Jewelry consumers’ attitudes. According to the Schmitt’s experiential marketing concepts, the experiential marketing is constructed by Sense, Feel, Think, Action, and Relate experiences. Moreover, the experiential value, mentioned by Mathwick, Malhotra & Rigdon is formed by Playfulness, Aesthetics, Customer return on investment and Service excellence. A questionnaire survey was conducted to customers from Grass Hill Jewelry to analyze the relationship of experiential marketing, experiential value and customer royalty. Totally, 239 valid survey samples were collected. The results show that the “ thinker” type of consumer performance is better than other types of consumer on experiential marketing, experiential value and customer loyalty. It also shows that experiential marketing and experiential value can enhance people’s repurchase intentions through the action experience and the aesthetics value, and also enhance the willingness to recommend through the relate experience and the playfulness value. The results of this study can be used as a marketing planning reference of Grass Hill Jewelry and other handmade brands.
26
Yuan, Yi-Hua, and 袁薏樺. "A Study of the Relationship Among Experiential Marketing, Experiential Value and Customer Satisfaction." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/91578413936658995277.
Full textAbstract:
碩士國立臺北科技大學
商業自動化與管理研究所
91
Upon entering the age of experience economy, it goes without saying that the experiential marketing in modern times is very important. Every enterprise has to create the valuable experience for their customers without exception. Because the experiential marketing is an entirely new concept, there is still deficiency in discussing of experience in domestic or abroad. Hence, it induces the motives to this paper. The main purpose of enterprises is providing important values. In order to co-operate the experiential marketing, this paper uses experiential values to replace customer values to get the suitable measurement of experiential marketing. Since service quality and consumer satisfaction are both important concepts in management fields, this paper connects experiential marketing, experiential values and consumer satisfaction to discuss their relationship. To acquire suitable measurement, this paper separates the experiential marketing part into four factors (sensitive perception, emotional perception, thinking perception and service quality) and the experiential values part into two factors(emotional value and functional value). We distribute 1160 questionnaires to the companies which fit in with our research topic, there are Eslitebook、Starbucks and Ikea. This paper used 1055 received questionnaires to analyze it with LISREL. We got the result as follow：In the research of Eslitebook, Starbucks and Ikea, emotional perception affects consumer satisfaction by means of emotional value; service quality affects consumer satisfaction by means of functional value and emotional value. In the research of Starbucks, we found that thinking perception would affect consumer satisfaction through the emotional value and functional value.
27
Huang, Bo-han, and 黃柏瀚. "A Study of experiential marketing, experiential value, satisfaction and loyalty for Organic farm." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/82040798526542086821.
Full textAbstract:
碩士國立雲林科技大學
休閒運動研究所碩士班
100
This research was quantified by using questionnaires and used the statements to analyze the relationships about the experience-marketing, experience-value, satisfaction, and loyalty of farms when the tourists of the union visited. I did the formal survey to the farms of Friendly-Earth from March to April in 2012. I sent 400 formal questionnaires, and all the questionnaires were returned because the researchers sent those by themselves. The response rate was 85.75% after deducting 57 ineffective questionnaires. I used SPSS For Windows 18.0 to analyze the data and the main methods include item response, factor analysis, descriptive statistics, and multivariate analysis in regressive. The results were as follows: 1. Experience-marketing has a positive effect on experience-value, satisfaction, and loyalty. 2. Experience-value has a positive effect on satisfaction and loyalty. 3. Satisfaction can have a positive effect on loyalty. The suggestions of follow-up researches 1. Strengthen the announcement to foreign tourists and different ethnic groups. 2. Release season package tours.
28
Yuan-Chang, Cheng, and 鄭遠昌. "The Influence of Experiential Marketing on Revisit Intentions: The Mediating Role of Experiential Value." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5df8zj.
Full textAbstract:
碩士中華科技大學
航空運輸研究所在職專班
103
With the time changing and leisure awareness rising, the consumption experience becomes more important to the consumer at the same time. Compared with the traditional marketing emphasizing on the areas of product performance and price, the experiential marketing proposed by Schmitt creates a better relationship between enterprises and customers. Experience marketing is a kind of feeling and experience for the demands of the consumer marketing approach by stimulating the five components of senses, feeling, thinking, action, and relationship to improve the customer experience senses. The farm industry combined with agriculture, tourism and leisure has formally launched for 40 years since the 1970s. However, for leisure farm enterprises, how to stand out in the highly competitive tourism industry by increasing visitors to experience the value and enhancing the willingness to revisit is the main subject and concern to the industry. In this thesis, it proceeds the investigation to the visitors of ecological farm, a well-known ecological farm in Hsinchu County, with convenience sampling method. For the final sample the response rate was 74% (i.e. 297 usable surveys were collected from the 400 questionnaires distributed).The techniques for testing the hypotheses are based on multiple regression analysis and mediated regression analysis. The results show: (1) the experiential marketing of experience, sense, feelings, thinking, and action has significantly positive affects for the experience of value; (2) the experiential marketing of feeling, action, and relationship has significantly positive effects to the willingness of revisit; and (3) the experiential marketing of feeling, thinking, and action are fully mediated through experiential value in influencing revisit intentions. Through this study, it provides great reference for leisure farms and related industry to develop their planning and management in marketing strategy and hopes leisure farm industry becomes more competitive in the regional and global tourism development.
29
Lin, Hsiu-Chuan, and 林秀娟. "THE FACTORS FOR DEVELOPING EXPERIENTIAL HEALTH EDUCATION CURRICULUM - AN APPLICATION OF EXPERIENTIAL MARKETING MODEL." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/62732132535165661964.
Full textAbstract:
碩士大同大學
事業經營學系(所)
98
ABSTRACT Due to the increase of chronicle illness, the medical treatment has evolved from the traditional ways of diagnosis first, following with therapy, to prevent disease and to endorse healthy life style. Promoting preventive health care could not only make consumers not being harmed by such chronicle illness epidemic, but also preserve medical resources in the areas of long-term care on patients in really poor condition or on medical research, that the overall quality of health care system can be improved. Preventive medicine is still at the dawn age in Taiwan. The first phase of preventive medicine education continues relying on conventional methods such as teaching. From business point of view, live-experience is an approach able to be incorporated with health education. If demand and experience and set up the individual health management concept, it will prove to be a positive move to the expansion on preventive medicine industry. This research found the main factors to impact live-experience health education are the following: self-experience, self-affirmation, life style, interactive learning, after-sale service, motivation and promotion, class arrangement, interaction between teach and learning, family tie and professional knowledge. Among them, the first three items mentioned above, this demonstration what all the experts consider the importance of self-awareness in preventive heath care and pro-actively involve the life-experience health education are two most influential elements in promoting live-experience health education. Keywords : Preventive Medicine, Experience Economy, Experiential Marketing
30
Ling, Hsuan, and 凌絢. "The Study of the Relationship between Experiential Marketing, Experiential Value and Word Of Mouth." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/18055315792096104612.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
94
Except the product performance or the service benefit, customers gradually pay attention to obtain the joyful and freshly feeling from the expense activity, because of the experience economical approach. Therefore, sell by the perceptual experience to at-tract consumers will be the future tendency. Moving beyond commodities, goods, and services to being in the business of staging experiences greatly increases the value ren-dered to customers.The research takes experiential marketing as an independent vari-able to explore the relationships between experiential marketing and word of mouth. Through the intervening function on experiential value, we can clarify further the rela-tionship between two variables. The research data is collected by questionnaires, which completed by customers who had experience consuming in Apple Center. Totally distributing 280 questionnaires for survey. After deducting the invalid questionnaires, 380 completed questionnaires were returned, total response rate is 83.93%.The data analysis adapted descriptive sta-tistics, confirmatory factor analysis, reliability analysis, correlation analysis and LISREL analysis to verify the hypotheses that were presented in this study. On the one hand the research results indicate that feel experience is positively re-lated to word-of-mouth. But the sense, think, act, relate experience and word-of-mouth don’t have conspicuous relationships. And on the other hand the sense, act and relate experience are positively related to experiential value. The result showed that experien-tial value is related to word of mouth positively.
31
Ye, Wan-Ru, and 葉宛如. "The study of the internet shop Experiential Marketing and Experiential value to customer loyalty." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/06876032824966113530.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
98
With the e-store in a good combination of software and hardware under the continued flourishing e-store growth and business opportunities, Create a relatively modern consumers seeking digital lifestyle. From this, Online shopping does not become a neglected access media. Therefore, this study will focus on Taiwan internet shopping markets. This study will focus on the e-store consumer once bought more than one products, Explore the possibility of with Experiential Marketing as a strategic tool to create the customer Experience value , a further effect on customer loyalty. The concept of experiential marketing is according to the research of Schmitt (2000).There are two dimensions in his study: Personal experience and Share experience. The concept of experiential value is according to the research of Mathwick, Malhotra and Rigdon (2001).There are four dimensions in his study: Consumer Return on Investment, Service Excellence, Aesthetics, Playfulness. I use convenient sampling to arrange my questionnaire. Finally, regression analysis to verify the results: (1)Personal experience has significantly positive influences Experiential value, especial a greater impact to Aesthetics. (2)Share experience has significantly positive influences experiential value (in addition to CROI), especial a greater impact to Playfulness. (3)Experiential value has significantly positive influences customer loyalty, especial a greater impact to Service Excellence and playfulness. (4)Personal experience and Share experience have significantly positive influences customer loyalty, especial a greater impact to Personal experience.
32
YEN, YU-TING, and 嚴于婷. "A Study of the Relationships among Experiential Marketing, Experiential Quality, Experiential Emotion, and Experiential Value for Consumers’ using Online to Offline Business Model." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/07541867417420720501.
Full textAbstract:
碩士國立彰化師範大學
財務金融技術學系
104
The purposes of this study were to investigate the relationships among experiential marketing, experiential quality, experiential emotion and experiential value. The method of this research used survey questionnaire by convenience sampling and the consumers’ using online to offline business model in Taiwan were the target objectives. A total of 276 were valid returns. This study developed ten research hypotheses, and SPSS software was used to do statistical analysis including descriptive statistics, reliability analysis, Pearson correlation and multiple regression analysis among the degrees of the four research variables. The results showed that: (1)experiential marketing for experiential quality, experiential emotion and experiential value had positive effects；(2)experiential quality and experiential emotion had positive impacts on experiential value；(3) experiential quality had a positive impact on experiential emotion；(4)experiential quality, experiential emotion and experiential marketing between experiential value had partially mediated. At last, based upon the results, the contete conclussions, the implications and suggestions for future studies are also provided.
33
Chen, Chung-Mou, and 陳仲謀. "The Marketing Style of Magazine Advertisement for Premium Brand—Experiential Marketing Perspective." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/75800021599464566021.
Full textAbstract:
碩士嶺東科技大學
經營管理研究所
96
Most of the traditional marketing focus on product features and benefits. With consumer demand focus gradually changed from the product features inherent desire to meet the psychological needs, marketing is only promoting the interests of product features, has become increasingly difficult to attract consumers. To the many brands, so that sophisticated consumers, and consumers would establish deep emotional link to the brand and its marketing efforts must be in a more creative way to create experience, less obvious to the study Explore the characteristics and content, this has triggered the motivation of this study. This study of literature from the experience summed up the operation of marketing experience includes the theme of settings, the use of emotional appeals, the life style to convey the story and that of four ways, and on this point of view, through content analysis to observe the analysis of Heineken, Rolex, Mercedes-Benz brand of the three privileged magazine ads, and to explore different types of Premium brand products, in magazine advertisements on the marketing style is consistent with experiential marketing, and the magazine advertisements of premium brand in regional magazines and local magazines of similarities and differences.
34
Chang, Ting-Chen, and 張庭晨. "Applying Experiential Marketing Perspective to Explore the Marketing Strategies for Japanese Restaurants." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/56832119655535690099.
Full textAbstract:
碩士銘傳大學
企業管理學系碩士在職專班
103
In recent years, with the increase of national income and changes of the economic structure of the society, people’s eating out behavior has grown rapidly in Taiwan. There are various exotic cuisines in Taiwan, and Japanese cuisine is the favorite style for Taiwanese. The competition among Japanese restaurants is also heaviest. Therefore, Japanese restaurants may not satisfy consumers if they view all consumers as rational and use marketing strategies that focus solely on the products. Instead, Japanese restaurants should focus the marketing strategy on consumer experiences to appeal customers’ senses and provide added values to satisfy consumers. This study utilized the experiential marketing framework proposed by Schmitt (1999) to investigate the marketing strategies for Japanese restaurants. The experiential marketing framework consists of five dimensions, including sense, feel, think, act, and relate. The methodology was based on focus-group interview. In order to survey the opinions of different consumer groups, two groups (students and office staffs) with the Japanese restaurant experiences were selected. For each group, six consumers were invited to participate in the interview. Based on research findings, this study provided the following suggestions to Japanese restaurants: 1. Identifying the target markets 2. Focusing on consumers’ sensory experiences 3. Offering comprehensive services 4. Providing various Japanese food 5. Creating experiential consumption environments for customers 6. Building good relationships with customers and utilizing experiential medias 7. Serving customers actively and charging reasonable service fees
35
Hsu, Tzu-chiao, and 徐子喬. "Developing Experiential Marketing Strategy with Fuzzy QFD Model." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/91560266652278563418.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理所
97
Recently, experiece has seen as the fourth offering after commodities, goods, and service. No matter in what industry, they will discover that the next competitive battleground lies in staging experiences. Past research focused on relations between customer experiential value and customer satisfaction, behavior intentions, and customer loyalty, fewer research conclude that how should enterprise construct and develop the customer experiential value; also, fewer research pay attention to the customers’opinions which usually accompany the uncertainity and vagueness. As a result, this research evaluates consumers’ needs via quality function deployment (QFD) method, fuzzy analytic hierarchy process (FAHP), and extent analysis method to develop the experiential marketing strategy. The investigation can be divided into three parts, to acquire the two segments’experiential value weights, at first stage, the questionnaire was distributed to customers who often shopping in the shopping mall. Second stage, investigating the two segments’ performance appraisal to the experiential value, obtains the improvement rate of attributes. At the third stage, we choose to interview the managers to get the relations between customer experiential values and experiential marketing strategies. Lastly, based on the customer experiential value, this research develops the critical experiential marketing strategy of the shopping mall. This research chooses Dream Mall as the research subject. The finding showed that: (1) These two segments viewed the excellence and aesthetic value construct in different order. Besides, they both respect to the shopping convenience and shopping environment attributes. The difference between the two segments is main customer respect to the professional service attribute, while the subordinate customer respect to the convenient traffic attribute. (2) To delivering the experiential value, the critical experiential marketing strategy is：Service attitude, specialized knowledge, and way instruct strategies. (3) The shopping mall should use way instruct and service attitude strategies to improve the shopping efficiency attribute；Improving professional service by specialized knowledge；Finally, using promotes and product display strategies to upgrade the the publication design. Keywords：Customer Experiential Value, Experiential Marketing Strategy, Fuzzy Quality Function Deployment, Fuzzy Analytic Hierarchy Process, Shopping Mall
36
Liang, Hui-Fen, and 梁惠芬. "The Investigation into Experiential Marketing on Loyalty Programs." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/53298563429809864619.
Full textAbstract:
碩士國立高雄第一科技大學
企業管理研究所
98
Nowadays, in the age of intense competition and low profit in markets, enterprises more and more difficult to grasp, to attract and retain customers. Experiential marketing will focus on the customer experience, the emphasis on the senses, spiritual stimulus, thus creating customer perceived value. But how to further attract consumers do? From the literature found in the highly competitive market, companies often use loyalty programs to build customer loyalty, and use the loyalty program to establish long-term customer loyalty. Hence, the research will from the experiential marketing perspective, perceived value as an intermediary value of loyalty program design factors on customer loyalty. By choosing the customers who have had the experiential marketing and loyalty program experience and using the personnel and the network surveys, total effective questionnaires are 408, invalid questionnaires are 26. This research mainly uses the structural equation modeling (SEM) through measurement model and structural model to establish the theoretical model. Discuss the experiential marketing, perceived value, loyalty program facts, and customer loyalty. Furthermore, analyze the direct effect and the indirect influences on the constructs between each construction. The results show that apart from the experience of marketing and loyalty programs to make a valid link, the perceived value in experiential marketing, and perceived value on various design factors, and the design factors on customer loyalty that has positive significant influence. The only design factor - relevance on customer loyalty doesn’t have positive significant influence. The important findings in the descriptive statistics, the design factor - relevance in the average is higher than other factors, but in the structural model of the test is presented in no positive significant influence. We found the main cause were the duration of loyalty program design and the requirement of loyalty program. Finally, the above finding results could have some contributions as references to the academic study and the practical field.
37
Chang, Chia-Ling, and 張嘉玲. "A Study of The Experiential Marketing on Mobile01." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/89864299439241581194.
Full textAbstract:
碩士中國文化大學
資訊管理研究所
96
Many internet community websites failed in the internet bubble waves in 2000 probably because they are wrongly positioned in the market. Most researches focus on customer loyalty or community website satisfaction rather than community website positioning. The digital community website is one of these which focused on information exchange for 3C products and for people who are interested in the information recommendation Mechanism. The operative marketing strategies is very important of community websites not only it can increase customers for your business, attract huge amount of users to create flow rate of browsing but also it brings profit to the websites. Armstrong & Hagel III (1996) brought up the factors about internet community positioning, and Schmitt(1999) brought up a new marketing tool “experiential grid”. This tool is a comprehensive framework for considering all the ways in which experiences can be induced on the part of an actual or potential customer. The experiential models contain sense, feel, think, act, and relate. Each model has different structure and principle.This study is to survey the customer behavior and services in the Mobile01 website by using questionnaire. We use the internet community positioning factors and experiential gird to verify the internet community Mobile01 and try to find the optimum marketing strategies.
38
Hung, Ying-Szu, and 洪穎思. "The Relationship Between Experiential Marketing and Brand Image." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/22913107558530728095.
Full textAbstract:
碩士淡江大學
管理科學研究所
92
The evolution of economic development, along with the changes of consumption pattern, has progressed from agricultural economy, industrial economy, the service economy to the time of experience economy. The essence of experience economy is to focus on consumers’ experiences and actively communicate with consumers to arouse their inner feelings and emotions. The concept of experiential marketing is to create delightful and memorable purchasing experiences on a particular brand. The popularity of experiential marketing changed the practice of generating brand image. In the past, marketing people conveyed brand image; consumers are only passive receivers. It might create a cognition gap between marketing people and the targeted consumers. As a result, consumers’ perception of brand image is very likely to be different from the one established by marketing people. The objective of this study is to find out whether consumers’ perception of brand image would be more consistent with the one established by the marketing people if experiential marketing was implemented. Furthermore, the relative importance of each construct composing the experiential marketing upon the established of brand image is also explored. The ultimate goal is for marketing people to focus their marketing program on the high importance construct in order to efficiently establish brand image. The results show that: 1. Participants to the experiential marketing activities would hold stronger brand image than non-participants. As for the relationship of each construct to the brand image, sensing, feeling, and the action appeared to be positively related to brand image. The relationship for thinking is insignificant. 2. Among sensing, feeling, and the action, feeling is the most important construct in the establishment of brand image; sensing and action come into the second and the third, respectively.
39
Chen, Xian-Wen, and 陳獻文. "The Study on Experiential Marketing of Health Club." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/90259294022425000557.
Full textAbstract:
碩士中華大學
科技管理學系碩士班
102
According to the result of W. W. K. Hoeger and S. A. Hoeger’s research in 2003, more than 250,000 people died every year due to their lack of proper exercise habbits in everyday lives. Having regular exercise habbits can improve people’s health, prevent human bodies from declining, promote the quality of life, and also decrease civil diseases. However, people living in such a modern world tend to be too busy and disordered to have enough time and space to get sufficient exercise that can help them feel relaxed for a while. Consequently, the need of health clubs to provide people with more space and varied exercises has grown these days in Taiwan; different kinds of health clubs have become a place contested by many merchants. Therefore, the aim of the study is to investigate experiential marketing based on a hybrid MCDM Model(hybrid Multiple-Criteria Decision-Making) from the health clubs perspective. Five dimensions and twenty criteria are proposed in the study. A hybrid MCDM (Multiple-Criteria Decision-Making) model combined DEMATEL (Decision Making Trial and Evaluation Laboratory) with DANP (DEMATEL-based Analytic Network Process) and VIKOR (VlseKriterijumskaOptimizacija I KompromisnoResenje) method is utilized to recognize the influential criteria of experiential marketing, to prioritize a list of strategies that need to be implanted, and to determine the best feasible solution according to the selected criteria. The result of the study shows that “act” is the most powerful one that influnces other dimensions of experitial marketing while “relate” is the one that is influnced most. The result of the study also reveals that the top one evaluation factor of experitial marketing is “think.” Finally, based on the result of data analysis, “sight” and “change of life style” are the best two parts of present health clubs; meanwhile, “taste” is the worse part that present health clubs should put more effort into.
40
Chang, Jung-Jung, and 張容榕. "The Relationship between Experiential Marketing and Consumer Involvement." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/79288693983293916243.
Full textAbstract:
碩士中國文化大學
國際貿易學系碩士班
96
Involvement is an critical determinant of consumer behavior. Different level of involvement leads to different models of consumer information processing and has an impact of the effectiveness of firms’ marketing efforts. Therefore, firms should pay attention to the possible impact of their marketing strategies on consumer involvement. Since experiential marketing is one of the latest marketing philosophy that is aimed to affect consumer behavior through the experience of sense, feeling, think, action, and relation. The purpose of this thesis is to investigate the possible impact of experiential marketing on customer involvement. The data source of this study is the customers of eating at restaurant. 418 structured questionnaires were distributed to the students of Chinese Culture University through convenience sampling method. 289 complete and valid questionnaires were returned. The results of the research that controlling for the effects of perceived risk, price perceptions, product knowledge, product attribute and consumer’s self-confidence, sense experiential, feel experiential and relation experiential are positively and significantly correlated with product involvement, support our hypotheses. Think experiential and act experiential are negatively and significantly correlated with product involvement, support our hypotheses. Finally, the theoretical and practical implications of this study and future research suggestions are discussed.
41
Wang, Li-Wen, and 王麗雯. "A Study on Experiential Marketing of Chimei Farm." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/83206785189910496553.
Full textAbstract:
碩士康寧大學
資訊傳播研究所
103
The raise of both the National Income and the Quality of Life together with the implementation of the two-day-off per week policy, the Leisure Tourism Industry draws more and more attention from both the Taiwanese government and its people. Along with the development of diversified ways of marketing, the traditional ways become insufficient. Therefore, experiential marketing becomes a new trend in the Leisure Tourism Industry. The firsthand data is collected through an interview with the manager of Chimei Farm. The questionnaires of this study are derived from relevant information in the literature review which defines experience of experiential marketing consisting of sensing, feeling, thinking, acting and relating to the Chimei Farm. The Statistical Package for the Social Sciences Version 21(SPSS21) is used to compute all quantitative data analyses. The study reveals that the item “tourists’ experiences in feeding animals, working in the field and picking fruit” reaches the highest scores in sensing section ;the item emphasizing on “the affable attitudes the guides held” gets the highest scores in feeling section; the item “tourists’ experiences in Chimei Farm helped introspection on the harmonic relationship between organic agriculture and the natural environment “gets the highest scores in thinking section; the item “tourists photographing the scenes and activities and sharing their feelings” reportes the highest score in acting section; the item “the tourists’ experiences in visiting Chimei Farm inspired them to protect natural environment” reportes the highest score in relating section. The study also finds no critical difference between the all five factor of the experiential marketing and gender, age, occupation, monthly income, level of education, the purpose of visiting, the source of information, and time of visit.
42
Pan, Ching-Fang, and 潘靜芳. "Study of Experiential Marketing on Lin’s Ceramics Studio." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/92997902156950413307.
Full textAbstract:
碩士國立臺北教育大學
文化創意產業經營學系
99
Culture surprises and moves us and can be likened to the crisp morning air or a fresh green breath blowing into our lives. Because we are surrounded by information in the modern age, we can easily nourish our simple lifestyles with items that have diverse cultural origins and meanings. Especially in Taiwan, we are exposed to and immersed in many disparate cultures, providing opportunities for consumer products that fulfil a cultural niche. This gives rise to "cultural specificity in consumer spending," the ability by consumers to find culturally significant products that fit many different cultural tastes. One such product is ceramics and pottery, an ancient craft that evokes emotions through reinterpretations of historical traces. These works can be connections to the land and thus “a cup is not just a cup, a teapot is not just a teapot.” In effect, there is more to these everyday items than just their function. This seeks to analyze the ceramics industry in Taiwan from the perspective of experiential marketing concepts. This study first present the origins of ceramics in Taiwan and how it has changed throughout history, and it will discuss how ceramics can be a part of consumers’ everyday lives and be sustainable in the long run as an industry. The fundamental question is whether ceramics can be a culturally fashionable high-class luxury good with respect to experiential marketing, three key points being the determination of consumer tastes and desires, development of new products, and brand recognition. The end goal is to help Lin’s Ceramics Studio establish a unique style, positively affect consumers and the public, and increase its sales and profitability.
43
Lu, Ming-hui, and 呂明慧. "Research on Experiential Marketing in the Public Libraries." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/87704011079724752653.
Full textAbstract:
碩士國立臺北教育大學
文化產業學系暨藝文產業設計與經營碩士班
98
A nation's competitiveness relies on its people's reading ability. The resources in the public libraries of Taiwan's grassroots society play critical roles in improving Taiwan's competitiveness, highlighting Taiwan's city cultural construction and allowing the Taiwan people to become more cultured. The management of public libraries has developed from "We go to the library" to "The library comes to us". This will attract people to go to libraries, allow libraries to have multiple functions and create valuable experiences for people. This in turn will allow libraries to not merely be places where people read and borrow books but also be places for publishing, art performances, learning and a center for experiencing community living. The research subjects of this study are libraries who have won architectural awards in Taiwan and who received awards at the 1st Gold Library Awards (The National Outstanding Public Library Award). This study uses the Schmidt (1999) Strategic Experiential Modules (sense, feel, think, act, relate,) and Experience providers (library resources, activities, environment, people) as its theoretical foundations for finding out the experience elements that library management and marketing personnel can use. The Kano model will be used to categorize and analyze the experience elements and explore the relation between the experience marketing that public libraries use and reader satisfaction. The results of this study can be used as a reference for library management in implementing experience marketing and as a tool for library differentiation. This study recommends that in the future, when library management draws up their marketing strategies, they can use the experience matrix to design a comprehensive experience marketing plan and use the Kano model to conduct empirical studies to minimize unnecessary resource waste, create more amazing things and value and finally achieve the ultimate goal of public libraries and readers.
44
Lijuan-Zhou and 周麗娟. "Experiential Marketing, service quality Impacts on Customer Satisfaction." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/37838132213559383363.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
98
Times change , consumers want for their own consumption of products have more choices, consumers have gradually into focus on the feelings of spiritual level, the emphasis is no longer a commodity itself, by the consumer in the course of the consumption experience. For business operators, create better environment to the consumer demand is the biggest target , business operators have to create more marketing tactics and attract consumers look for products. Therefore , this study of experiential marketing for the independent variables, and service quality as an intervening variable, customer satisfaction as the dependent variable. Main purpose of “Experiential Marketing, service quality Impacts on Customer Satisfaction”. In this study, a total of 341 valid sample collection, through the hierarchical regression model to verify the hypothesis. The results showed that experience positively related to marketing and customer satisfaction; service quality and experiential marketing has a significant effect on customer satisfaction. Based on the results discussion and management practices and make recommendations for further study.
45
MING, LEONG JUN, and 梁俊銘. "Establishing consumer experiential marketing model by Digital Technology." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/dthp67.
Full textAbstract:
碩士逢甲大學
企業管理學系
106
In this new era development quickly of App in recent years, has made the App device App popular in our life, and it has to be a part of our daily life tools. In this few years, along with the grow up of the IoT a partly from large-scale enterprises, small and medium-sized enterprises had gradually begun to develop App close to users to increase their adherence to use of the App. This research mainly develops an App by self. Through the results of the questionnaire survey, the main functions are included in the design interface. This research mainly discusses regard the expectations and common functions of users when using the App as a research choice of design. This research is based on the “Consumer behavior Survey Questionnaire of Using Digital Technology”, and it uses the 101 valid questionnaires to be returned to learn about the user’s thoughts on the App developed by the Hotpot industry and the considerations included in this research. The main purpose of this research is to explore how to build an App for the user to experience the use of the marketing model, and finally create an improvement and recommendations.According to the survey results, the interviewees a graduate student Feng Chia University were 30 subjects of the study, and 41 other respondents were the guests and staff in the Hotpot restaurant and the research. 33 questionnaires filled by non-related personnel. Three of the questionnaires that were finally returned were invalid. There were a total of valid 101 samples in this study. Hotpot App is different from other Apps in placement movie and photo experience marketing process for users to experience of the App.The analysis of this study from the " Consumer behavior Survey Questionnaire of Using Digital Technology " shows that people generally tend to used functions such as ordering and booking. The Hotpot App feature includes order menu, menu and preview offers that are each linked using a connection list. The App can also launch related promotions at anytime based on store events or seasons to attract users to download Hotpot App and get discounts through announce Hotpot App ordering and positioning. In operation, anyone can simply download the Hotpot App to easily used this interface. Finally, this study developed its application program based on the questionnaires results using MIT App Inventor 2.
46
林君憶. "Enhancing the Power of Experiential Marketing, Experiential Value, and Customer Loyalty through Effective Brand Extension." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/89373371845358420558.
Full textAbstract:
碩士國立交通大學
企業管理碩士學程
103
Has it ever occurred to you that business and commercial activities nowadays are not only offering you products and services, but also promoting some certain life styles through these activities? Are you aware of the fact that many companies and brands are starting to do business and engage customers beyond their original territories? Experiential marketing, which Dr. Schmitt first brought these five aspects to the spotlight in 1999: How to get customers to sense, feel, think, act, and related to your company and brands? And the concept of experiential value scale/EVS from Dr. Mathwick, Malhotra, and Rigdon in 2001 pointed out that this scale “reflecting the benefits derived from perceptions of playfulness, aesthetics, customer return on investment (customer ROI), and service excellence.” We are familiar with these theories, but while more and more brands and companies are realizing brand extension to satisfy even indulge their customers, we seldom talk about if brand extension could actually enhance the power of experiential marketing, EVS, and customer loyalty. In this research, we discussed such phenomenon and examined if an effective brand extension would help boost the positive effects of experiential marketing, experiential value, and customer loyalty. We adopted multi-case study approach where we selected four brands in different industries: Afternoon Tea, Ladur#westeur042#e, L’OCCITANE, and MUJI. In conclusion, based on qualitative questionnaires and interviews, we found that an effective brand extension does help enhance the effects and engage customers in a more powerful way. And the key factors are: 1. Strong brand and reputation 2. Brand image must be inherited and carried on 3. The extension can be related to the brand and create a sense of completion and higher satisfaction (tangibly and intangibly) 4. The extension shows and maps out unique but consistent “personalities” which corresponded with the customers’ and echoed to their ideal life styles
47
Chien, Ying-Chih, and 錢盈智. "A Study on the Relationships among Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/90867080325109889365.
Full textAbstract:
碩士大葉大學
企業管理學系碩士班
103
It appears, in early general business activities, that as long as one has the price and technology advantages, one has the opportunities to win. According to Abraham Maslow's (1943) hierarchy of needs, however, after the society has become affluent, consumer demands are raised to a psychological level, and thus the traditional marketing becomes insufficient to meet the needs of today's consumers. Therefore, experiential marketing as a new marketing approach. The purpose of this study is to explore the relationships among experiential marketing, experiential value, customer satisfaction, and customer loyalty. The structure and hypothesis of this research are based on many relevant literatures. By using a systematic sampling, 298 valid samples are collected from SunnyHills consumers questionnaires and analyzed by the statistical software: IBM SPSS Statistics 22.0 and AMOS 22.0. The results of this research indicate that the population under the age of 20, experience marketing, experience, value, customer satisfaction and customer loyalty are lower than other different ages. And the more successful the experiential marketing is, the higher the consumers perceive the experiential value, customer satisfaction, and customer loyalty; the more the consumers perceive the experiential value, the higher the customer satisfaction and customer loyalty become; and the higher the customer satisfaction is, the higher the customer loyalty is. Also, the experiential value is an important intermediary variable, through which the experiential marketing has influence on the customer satisfaction and customer loyalty. Finally, the recommendations are generated based upon the results of this study, and they are to be provided to business owners and future researchers as references.
48
Huang, Feng-Ying, and 黃鳳英. "Experiential Marketing、Experiential Value and Customer Behavioral In-tention - An example of the SPA industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/66438108935715700808.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
99
ABSTRACT Abbott (1955) was the write who invented the experiential concept. He mentioned that products are a form of service to provide experience for the consumers.What the consumers really want is not in the product itself,but a satisfying experience of the product. Holbrook (1999)、Holbrook and Hirschman(1982),Holbrook and Corfman (1985) think that consumers behavioral intentions are affected by the value of the experience they feel. The value exists in the experience. Therefore,in this research,I’m going to discuss how experiential value affects experiential marketing and consumer behaviors. In this research,500 copies of the questionnaire were distributed to the customers in SPA centers;498 copies were collected,and 438 copies are valid.The returning rate is 99%.After analyzing the questionnaires using spss15.0 and LISREL8.7,the results of this research show the followings. A: Experiential value has a meditational relationship with experiential marketing and consumer behavioral intentions. B: Experiential marking and experiential value have the following related rela-tionships. 1. The relationship between experiential marketing and service superiority. Senses,emotions,actions,and related experience have a positive relationship with service superiority. 2. The relationship between experiential marketing and beauty value Emotions and actions have a positive relationship with beauty value. 3. The relationship between experiential marketing and interest value Senses,emotions,actions,and related experiences have a positive relationship with interest value. C. Experiential value has a positive relationship with consumer behavioral inten-tions. Keyword：experiential marketing、experiential value、Behavioral intentions
49
KUNG, LI FEN, and 龔麗分. "The Effects of Experiential Marketing, Experiential Value and Trust on Loyalty: the Case of Facebook." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/65412584247632261573.
Full textAbstract:
碩士正修科技大學
經營管理研究所
100
With the rise of global community’s economy, there are currently 940 million social websites users worldwide. A successful social website should make sure that they should stick to the mind of the users. This is the key topic of promoting user loyalty. Good experiential marketing can establish long customer relationship. It is one of the important strategies in promoting customer’s perception value and loyalty. Thus, this study chose to use the case of the number one global social website, Facebook, as example to explore the effects of experiential marketing, experiential value and trust on loyalty and explore whether the user’s characteristics have significant differences on experiential marketing, experiential value, trust and loyalty. This study used Facebook users as research subjects and distributed questionnaires to these users for survey. It obtained 121 web-based questionnaires and 410 paper-based questionnaires, totaling to 531 questionnaires. After deleting 58 invalid questionnaires, a total of 473 valid questionnaires were left with a return rate of 89%. SPSS was used for data analysis. The results and conclusions are as follows: 1.A portion of the user’s characteristics shows significant differences on experiential marketing, experiential value, trust and loyalty. 2.The dimensions of experiential marketing namely, sense, feel, think, act and relate have positive effects on experiential value. 3.The dimensions of experiential marketing namely, sense, think, act and relate have positive effects on trust. 4.The dimensions of experiential marketing namely, sense, think, act and relate have positive effects on loyalty. 5.The dimensions of experiential value namely, consumer return on investment, service excellence and playfulness have positive effects on loyalty. 6.The dimensions of trust namely, perceived responsiveness, others’ confiding personal information and disposition to trust have positive effects on loyalty. 7.Experiential marketing will positively affect loyalty through the mediating effect of experiential value and trust.
50
YU, PEN-MING, and 游本明. "The Impact of Experiential Marketing on Experiential Value and Consumer Loyalty - The Case of CHANEL." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/xhkdt7.
Full textAbstract:
碩士國立臺北大學
企業管理學系
107
In the process of product sales, manufacturers can use experiential marketing to enable consumers to get experiential value after real experience of goods and the overall service. The value of the goods and services obtained from the experience process, so that consumers are loyal to the brand. This study uses CHANEL boutique as the research target, and uses the in-depth interview method of qualitative research to visit 21 consumers and brand marketing planner to explore why the various aspects of experiential marketing will make consumers have different perceptions of experiential value, and how the experiential value affects. The relationship and consistency between these values and the ideas that the manufacturer wants to convey. This study begins with five aspects of sense, feel, think, act, and relate to explore what value of experience consumers experience in their experiential marketing and why they generate these values. In addition, four aspects of playfulness, aesthetics, consumer return on investment, and service excellence are used to explore how these experiential values affect consumer loyalty. Finally, we use two facets of loyalty: attitudinal loyalty and behavioral loyalty to measure customer loyalty and find out the influencing factors. The research result shows that the experiential marketing will affect the consumer's experiential value through the consumer experience. Consumers who own the CHANEL bag will consider themselves have better financial ability and social status. Therefore, they will get the experiential value of consumer investment compensation. When consumers are satisfied with the service process, goods or activity experience, they will have beliefs about the brand products, be satisfied with the service, and generate repurchase behavior, which will affect the loyalty. However, the study also found that giving consumers a good experiential value is not the only factor that affects loyalty. When consumers feel the service attitude is not good, they will still be willing to repurchase because they have faith in brand goods. The experiential value does not directly affect consumer loyalty. It must be satisfied by the vendor's sales strategy, such as providing high-quality goods, excellent service processes and after-sales service to meet the two facets of attitude and behavior. In conclusion, consumers can be loyal to the brand.