The effects of experiential providers on consumer value-An empirical study of sports shoes for senior high school students’experience in Puli.

• Main Authors: Ya-Ling Yu, 游雅玲
• Other Authors: Wen-Bin Chuang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/18137357127720829059

碩士 === 國立暨南國際大學 === 國際企業學系 === 93 === Upon entering the age of experience economy, it goes without saying that the experiential marketing in nowadays is very important. Except the product performance or the service benefit, customers gradually emphasize to obtain the joyful and freshly feeling from buying because of the experience economical approach. Therefore, selling by the perceptual experience to attract consumers will be the future trend. Because the experiential marketing is an entirely new concept, there is still deficient in discussing of experiential marketing at home and abroad. Hence, it induces the motives to work on this paper. We distribute 800 questionnaires to students of senior high school in Puli. A convenience sample of 716 questionnaires. This paper adopt these valid data to analyze it with descriptive statistics and factor analysis and one-way ANOVA and multiple linear regression analysis to examine several interesting hypotheses established in this paper. We got the result as follows： First, the higher level of product presence, spatial environment and people (sales and spokesmen) will be associated with higher functional value. Second, the higher level of product presence, spatial environment and people (sales and spokesmen) will be associated with higher emotional value. Third, the higher level of product presence, spatial environment and people (sales and spokesmen) will be associated with higher social Value. Fourth, the higher level of product presence, spatial environment and people (sales and spokesmen) will be associated with higher epistemic Value.