The Study of Relationship between Innovative Services and Experiential marketing and their influences upon the purchase intention of kitchen and bathroom renovation: the Mental Flow as a Mediator

• Main Authors: Kun-Ching Lin, 林昆慶
• Other Authors: Fu-Yang Kuan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58585374067656213048

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Along with the improvement in national quality of living, customers become have more intentions of renovating their kitchen and bathroom which also presented great business opportunities for the home market. In order to make significant difference from the common marketing channels, many home renovation companies tended to use the service innovation for kitchenware and experiential marketing to segment the current market. They like to use the creation of living aesthetics and convenience as the major concern for them in order to form the heterogeneity and difference from their competitors. However, did these methods effective or not? On the other hand, whether or not the aforesaid method will influence consumers’ inner thoughts and make them to be even more steeped in the shopping area; finally, they will be changed their purchase intention? This study is mainly to explore the correlation between the innovative service, experiential marketing and flow experience to the purchase intention for customers. The main research purpose can be divided into following 4 points: 1.To understand customers’ feeling in “experiential marketing” within the shopping environment at present, and investigate the actual benefits for these suppliers of service innovation for “bathroom and kitchenware renovation”. 2.With these 2 factors, the actual “experiential marketing” of customers shopping in the shopping mall environment and the exploration of “innovative services” for customers, the process and response to influence customers’ “flow experience ”. 3.To study the relationship between the flow experience and customers’ purchase intention, and concluded whether it has the increased mutual influence on each other, and the relation with interwork? According to the research results, provide related domestic channels of bathroom and kitchenware for the reference to carry out the adjustment or service upgrading for the shopping area of bathroom and kitchenware. For example, the specific suggestions about the moving routes, commodity display styles and design of related services, which can be effectively improved the economic strategy for the purchase intention. This study is mainly adopted the questionnaire survey of Convenience Sampling, and took customers of 23 well-known home renovation shopping malls as the research matrix. 400 copies of questionnaire were sent out, and 356 valid copies returned; furthermore, after conducting SPSS statistical analysis, the research results are showed as follows: The specific results in this study are as follows: 1.Innovative services of renovating bathroom and kitchen will be positively influenced the flow experience. 2.Experiential marketing of renovating bathroom and kitchen will be positively influenced the flow experience. 3.Significant positive correlation and mediating effect existed between the flow experience and purchase intention. Thus, related bathroom and kitchen renovators can improve the mechanism and procedure of their services with focusing on married female customers, as well as conduct the overall innovation on the basis of customers’ demand. In addition, within the building of actual store environment, it can upgrade customers’ experiences, and then effectively enhance customers’ flow experience, as well as increase their purchase intention. This researcher hoped to use the research results and suggestions as the reference for industries and academia.