A Study of the Relationships among Experiential Provider, Brand Relationship, and Behavior Intention －An Example of Miramar Entertainment Park.

• Main Authors: Chi-Kuan Wei, 魏吉冠
• Other Authors: 賴宏誌
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/70963451815522913045

碩士 === 實踐大學 === 企業管理研究所 === 95 === Take a broad view of now's market competition situation, has already moved towards the rule and imitated the agitation of melting gradually, if the only simple one offer similar products and service to consumers, it is not enough. So, the manufacturer should not lead the function to do for the demand on marketing again, the substitute is offer one customer and can reflect the solution that individuals sample, stimulate thoughts or touch the hidden feeling. American marketing master Schmitt took the lead in the argument that has been proposed “experiential marketing” in 1999, he pointed out that it is not on sale throughout the way with the past tradition to experience marketing, but mould a section of situation taking place in the surrounding area of life, personal experience, through experiencing sense organ, soul and thinking touching off consumers, turn and belong to consumer's personal emotional responses specially inside, make consumers produce unforgettable bright experience. It intended Miramar Entertainment Park as an object of this research, and adopted quantitative research to demonstrate these arguments. Distributing 450 questionnaires, there were 364 questionnaires availed. It resulted in 80.9 valid data. The major purpose of this research was to explore, through the viewpoints of experiential marketing, experiential forms in experiential providers of shopping malls （divides into entity attribute, additional situation, staff and serves, activity and display）and how experiential process effected brand relationship（emotional attachment ,care and respect）. Another purpose was to discuss the correlation between brand relationship and the intention of a consumer's following behavior （the emotional pay , the actual pay）. The other was to discuss what interference effect life style played as a variable. The main confirmation result explanation was as follows: 1.The result of the research revealed “additional situation” was the main reason to positive effect on “emotional attachment”, and “additional situation” was the main reason to positive effect on “care and respect”. Therefore the proprietor could mold from space overall design to scenario up, create the experience feeling of consistency for the consumer, will make it produce the link of emotion; If the proprietor wanted to build up a dependable and trustworthy value relation with consumer, another can put great emphasis on the experience that the personnel and service to match to strengthen whole experience effect. 2.The result of the research revealed “Brand Relationship” has significant positive effect on “Behavior Intention”, That is, the higher the Brand Relationship Quality between consumers and shopping malls is, the more active supporting behavior by consumers to them can be produced. 3.The result of the research revealed the consumer of “rational expense group” was all better feeling degree regarding various providers, and therefore suggested the proprietor may aim at this group to offer the diversified providers to match in order to increase its experiential degree. Next, in view of the consumer of “life conservative group”, the proprietor may offer the diversification and attractive activity, exhibition, or sales and so on, to strengthen the experiential molds of “activity and display”. 4.The result of the research revealed the variable “Life Style” has significant interference effects on “entity attribute” toward “Brand Relationship”. That is, the experiential forms conveyed by practical environment through business owners helped consumers to generate different degrees of feeling based on their life style. And meanwhile they also had effects on promoting the brand relationship. Finally, this research also provided business owners and potential researchers, according to analysis of the results, appropriate suggestions about business administration and about further research pertinent to this research.