The Influence of Product Experience and Process Experience on Customer Value:A Study of Scenario Experiment

• Main Authors: Ya-Hui Chen, 陳雅惠
• Other Authors: Prof. Chung, Jing-Shi
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/28319395946813546041

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 96 === As the change of the social environment and industrial structure, the Taiwanese people’s consumption expenditure is transferred to the economy experiencing and tended towards obviously.The demand for the quality of the life of people have already been improved. In dress, no longer just keep warm and cover a body , and want to furtherly pursue beauty, self performance and social approbation feeling...etc. And in the dress store, the value source of the dress is not merely itself. Strengthe attendant’s attitude, store of the desige and atmosphere of the store. Make great efforts to create more additional value. Because it is quite important factor that successful in the modern market conduts. This research has shown the following result: When utilitarian type consumer or hedonic type consumer under process sce-nario(on the way situation), the consumption decision become sensational. And under product scenario(before go forward to buy the dress situation and on the way situation), the hedonic value’s decision length become short.Finally, the result shows that customer value on repurchase intention is apparent. So, Marketing personnel not only need to satisfy their actual physiology needs, and desige to a valuable customer’s experience to meet the aspiration of customer’s emo-tion.To deep turn every time process experience of purchasing the dress.