The Effect of the Relationships among Experience Marketing, Experiential Value and Behavioral Intention - A Case Study of Haagen-Dazs

• Main Authors: Li-Hsueh Hung, 洪梨雪
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/46596900506473694215

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 99 === As consumers have raised their standard of living, they are satisfied with the material needs and thus pursue spiritual enjoyment. Consumers would enjoy a feast in a restaurant not only because of the delicacy but emphasize on consumer experience obtained during the spiritual and emotional stimulation. As experiential marketing has evolved into the experiencial economy, the industry needs to let consumers feel the experienced value through their first contact, and in turn affects the consumers’ decision. This thesis is aimed at discussing the different concepts of experiential marketing and experiential value; and also their causal relationship. How the experiential value impacts the behavioral intention is also addressed. The degree of consumer involvement is proposed as an intermediary factor between experiential marketing and experiential value with reference to theoretical basis from experiential marketing, experiential value, and behavior intention researches. Questionnaires were utilizes and statistical regression analysis was used in the study of H?饞gen-dazs ice-cream consumers. The results showed significance positive correlation among the various dimensions of experiential marketing; furthermore, experiential value and behavioral intentions were positively correlated. However, the intermediary factor of consumer involvement between experiential marketing and experiential value was insignificant.