FROM ONLINE EXPERIENTIAL MARKETING TO PHYSICAL CONSUMPTION BEHAVIOUR-A CASE STUDY IN RESTAURANT CITY ON FACEBOOK

• Main Authors: Hui-Shan Kuo, 郭惠姍
• Other Authors: Chih-Cheng Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/78331365839834420144

碩士 === 元智大學 === 資訊社會學碩士學位學程 === 99 === More and More internet users log in social network sites every day. The world’s largest social network site, Facebook, has all kinds of game-based applications loved by the users. The Experiential Marketing activities have been created on Facebook and integrated in game-based applications. The existing literature has involved in online game topic. No attention to the rising of game-based applications in social network sites. Therefore, this study explores relation with the experiential feeling and consumer behavior on the basis of experiential marketing theory by Schmitt mentioned. Users who ever play Restaurant City were the participants. 186 effective samples were obtained. The results are given as follows: First, consumer willingness increased when the game-based applications integrated in experiential marketing. This result is the same with the case study of online game or museum. Second, users who get higher involvement degree and higher experiential feeling, are more willing to pay for material products and meet the needs of their purchasing decisions. Otherwise, users who get lower involvement degree and lower experiential feeling, are make their purchasing decisions by customer inertia. Experiential marketing is the trends in the future, it must be planned consumer market segmentation with diversity involvement degree and experiential feeling when experiential marketing used in internet and physical marketing.