| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 95 === When the festivals come in recent years, it is not difficult to find that there are more and more enterprises will hold various types of online festival in the festivals. Pine and Gilmore (1998) pointed out “Twenty-one century has been entered to experienced economy era; therefore, an arena of war for marketing will be focused to set up a consumption experience in the future.” This study quotes the concept of experience in the Online festival, and attempts to find experience qualities of online festival which attain to the effect of advertisement.It can be understand effect of advertisement to different group of consumer.
This study develops a research model based on the “Affect Transfer Hypothesis” addressed by Mackenzie, Lutz and Belch (1986), and the “Experience Model” addressed by Pine and Gilmore (1998).This study stretchs four key aspects, the entertainment, the educational, the escapist and the esthetic.Because online festivals mostly have sales promotions to do the economic inducement , so develops the economy. This study lists “internet using experience” to develop a research model. This research adopts Field Experiment, through strucyural equation model for statistic analysis, the summary and the results are listed as follows:
1.Consumer experienced entertainment, escapist, esthetic and economy in the online festival all have effect to the attitude toward the advertising.
2.Consumer experienced educational, esthetic and economy in the online festival all have effect to the attitude toward the brand.
3.Consumer experienced educational and economy in the online festival have effect to the attitude toward the product.
4.In the online festival, Consumer’s attitude toward the advertising, brand, product, and economy experience all have effect to purchase intention, and Consumer’s attitude toward the advertising also have effect to the attitude toward the brand and product.
5.Consumer who has the different internet using experience have moderating effect the relationship between the entertainment, educational, economy and the attitude toward the advertising.The consumer in high internet using experience who experienced entertainment and economy in the online festival have effect to the attitude toward the advertising, have significantly effect to the consumer in internet using experience.The consumers in low internet using experience who experienced educational in the online festival have effect to the attitude toward the advertising, have significantly effect to the consumer in high internet using experience.
6.Consumer who has the different internet using experience have moderating effect the relationship between the economy to the attitude toward the brand.The consumer in high internet using experience who experienced economy in the online festival have effect to the attitude toward the brand, have significantly effect to the consumer in low internet using experience.
7.Consumer who has the different internet using experience have moderating effect the relationship between the entertainment to the attitude toward the product.The consumer in high internet using experience who experienced entertainment in the online festival have effect to the attitude toward the product, have significantly effect to the consumer in low internet using experience.
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