| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 101 === Due to the increasing of running population, international running race, brand-marketing strategy in running activity, and the concept of human health, more and more people are involving in running sport.
This research is to find out if customer with different sports involvement as interference factor will inspire purchasing intention under experiential marketing strategy. This research utilizes methods of survey, statistics, analyzing reliability and validity, and multiple regression analysis.
Furthermore, this research comes out a result by grouping the sports involvement and actual purchasing action in multiple regression analysis. Research result: 1. experiential marketing strategy relates to purchasing intention. 2. under the experiential marketing strategy, the purchasing intention will be interfered by different sport involvement. 3. Under experiential marketing strategy, actual purchasing action will be interfered by different sports involvement.
In conclusion, experiential marketing strategy will affect the purchasing intention directly. With different sports involvement in different environment and targeting group, the experiential marketing strategy should be modified properly.
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