A Study of Experience Appeals and Effects of Advertising Towards Internet Private Brand—Case of PayEasy Makeup Vending Machine

• Main Authors: Yu-chen Lee, 李雨蓁
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/uyxc26

碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === With the maturity of whole internet environment, internet has become major purchases way of many consumers in Taiwan. Because there are a lot of business opportunities in internet, the Internet users have very low switching costs. How to in this competition environment to win and enhancing consumers’ loyalty, brand is playing an indispensable role. So many Internet private brands take advantage of us. Then accompanied the rise of e-commerce, the business model of physical store and store network integrationl has become a development the unavoidable trend of internet private brand. In addition, Pine and Gilmore (1998) pointed out: "the 21st century has entered the experience economy, the future battlefield will focus on the establish of consumer experience." Internet private brands also follow the experience economy in response to this trend, the development of experiential marketing business model. So this study chooses the leading of internet private brand in Taiwan – PayEasy launched the makeup vending machine in 2010, to investigate the senses, emotions, thinking, actions and experiences associated with other aspects of the form, bring the consumers what kind the value of experience, and the impact of advertising effectiveness. This study confirmed that experiential marketing and experiential value are with relation to the effects of advertising, and also verify experiential value through the intermediary effect of experience marketing and advertising effectiveness. From this, experiential marketing has a significant relationship to the experiential value, and different experiential marketing can affect advertising effectiveness by experiential value. Finally, the case shows the importance of experiential marketing for experiential value and advertising effectiveness.