| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 95 === The Dot-com bubble burst on March 10, 2000. After the bubble, the internet had been in the depression for years. A new kind of business model was gradually sorted out by the survival web companies. In 2003, the phrase "Web 2.0" proposed by Tim O’Reilly hints at an improved form of the World Wide Web. Many of the ideas of Web 2.0 featured on networked systems well before the term "Web 2.0" emerged. However, with reference to a comprehensive survey of the researches in the past, there is lack of researches about Experiential Marketing, Experiential Value, Customer Satisfaction and Behavioral Intention on Web 2.0 users, that is, the motive of this study. This study combines Experiential Marketing with Experiential Value, Customer Satisfaction and Behavioral Intention and discusses the relationships among different concepts from Web 2.0 Social Media users.
There were users who visited Web 2.0 Social Media with valid responses to questionnaires. Data were analyzed with SEM. The results are as follow:
1.The relationship between Experiential Marketing and Experiential Value
Each experiential marketing has significant postitive effect on different experiential value.
2.The relationship between Experiential Value and Customer Satisfaction
Utility value, social value and knowledge value have significant positive effect on consumer satisfaction.
3.Customer Satisfaction has significant positive effect on Behavioral Intention.
|
|---|
