A Study the Impact of Value Experience and Experience Value to Buying Behavior- A Case Study of Tablet Computer Consumers

• Main Authors: Hsun-Kuang Lee, 李訓光
• Other Authors: Chih-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/19396348426255314672

碩士 === 淡江大學 === 國際企業學系碩士班 === 100 === American social psychologist Rokeach once said, ”Value concept should occupy the core place more than other concepts do.” and “It is the responsibility for researchers to realize the differences between individual and culture making value judgments and how they influence the behaviors in each condition.” Ching-Yu Lien（2011）verified the existence of value experience after studying the residential decoration behavior. Therefore, this research may start from the mental value to discuss the behavioral intentions of customer consumption. Hence, beginning from the Strategic Experiential Modules by Schmitt (1999), I investigated the degrees it affected experiential value. In addition, by taking the concept from Sweeney and Soutar (2001) as questionnaire measurement in this study, we certificating Dimensions of value may be the source of value experience and even further affect the purchase intention. 　　Tablet PC industry is the main object in this research. By using Convenience sampling, I sent out questionnaires to consumers having used tablets and did data analysis to the consequence. In 220 copies of the questionnaire, there were 203 valid questionnaires and the efficiency questionnaire was 92.27%. After using SPSS17.0 to analyze the data, we could conclude the following main results. 1. The value of the different dimensions was affected by different experiences: a. “Sensory experience” and “Emotional experience” have positive significant effect on “Emotional value”. b. “Emotional experience” has positive significant effect on “Social value”. c. “Thinking Experience” and “Mobile experience” have positive significant effect on “Price value”. d. “Sensory experience” and “Thinking Experience” have positive significant effect on “Performance value”. 2. “Relation experience” has no effect on “Experiential value”. 3. “Experiential value” positively significant affects “Value experience”. 4. “Value experience” positively significant affects “Purchase intention”.