| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 101 === According to Ministry of Economic, department stores are classified as general merchandise retail stores. In 2011, the annual sale of department stores is NT$270.2 billion (Ministry of Economic Affairs and Statistics Department, 2012), accounted for the highest proportion of the turnover in the commodity retail industry. Since the development of department stores, overall economic activity and social prosperity are related, department stores are also called “Window on the economy”. This study aims to explore the relationship among the department stores’ experiential marketing, consumer preference and purchase intention, in addition to the mediating effect of consumer preference on experiential marketing and purchase intention. This study uses survey method. Consumers who have been to Chung-Yo, KS Sogo Taichung, Mitsukoshi Taichung and Top City are used as the sampling objects. 440 questionnaires were distributed in mid-July and 397 effective questionnaires were collected by the deadline, August 14 2012. The effective response rate is 90.2%. SPSS statistical software with descriptive statistical analysis, single-factor analysis of variance, independent sample t test, correlation analysis and regression analysis is used to analyze data. There are four results as shown in the study:1. The experiential marketing has significant positive influence on purchase intention. 2. The experiential marketing has significant positive influence on consumer preference. 3. Consumer preference also has significant positive influence on purchase intention. 4. Consumer preference shows partial mediating effect on purchase intention.
Key Words: Experiential Marketing, Consumer Preferences, Purchase Intention
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