| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === In tea consumption Taiwanese consumers pursue the feeling of heart touching, the sense of mind peace and the innner resonance with nature. Firms can create such consumption experiences to develop customer value.
The practice of experiential marketing that enhances perception of consumer value through the sense, feeling, think, action and relatedness has been long discussed. Consumers who participate in the same pattern of experiential marketing activities may result in different cognitive and behavioral responses, whereas the level of their product involvement may affect the perception of experiences received.
This study explores the moderating role of consumer product involvement in the relationship between the five experiential values and purchase intention.
The empirical results show that both emotion and act components of the experiential modules significantly affect purchase intention in the tea shop studied. However, customers’ product involvement demonstrates no moderation effects. The study concludes with several wanagerial implications for shanfongju tea shop.
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