| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === With the alternation of generations and the on-going changes of lifestyles, consumers have been more demanding on clothing. Rather than simple functions such as keeping warm from cold weather in the past, consumers today seem to pay more attention to taste, fashion and the appearance. Consumers hope to gain joyful experiences and the feeling when using the products, which means the age of experiential marketing has come. The consumers will perceive values, including exchange and usage values, during or after the experience. Whether the perceived values affect the purchasing intention is a topic worthy to study.
This study will examine the experiential marketing and perceived value on purchasing intention, and lifestyle as moderating variables. The questionnaires are designed and take the Japanese clothing brand UNIQLO customers as our research population to investigate. 400 questionnaires were distributed and recovered 400 questionnaires, 317 valid questionnaires, the effective rate of 79.3%. Based on the data analysis, we obtain the following findings:
1. The exciting, sensory and relative experiences affect consumer''s perceived value of UNIQLO.
2. During the transaction, the most important decision criteria for consumers are the emotional social value and price value that UNIQLO products bring to them. When using the product, the most important factors which cause consumer repurchase and recommend to others are the emotional social value and quality value from the UNIQLO brand.
3. Consumers are willing to recommend products to friends and families because of emotional, social and price value. It was also included qualitative value.
4. There is no moderating effect on the relationship between perceived value and purchase intention. In other words, fashionable or rational self-oriented person doesn''t directly affect the relationship of consumer''s perceived value and purchasing intention.
5. The exciting experience and relate experience have a significant effect to consumer''s repurchase intention.
Based on the above conclusion, the managerial implications about experiential marketing, customer values, and purchase behavior are discussed, and useful suggestions for clothing industry are also provided.
|
|---|
