| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 101 === The existence of experiencing marketing has increased additional values of the products during the process of selling. Recently, owing to economic growth, the catering industry has been flourishing in Taiwan. The competition in catering industry has become fierce as well, including restaurants, mobile catering and web-based catering business. The selection criteria of the consumers include several factors. In addition to the strategy of experiencing marketing, cost conversion has also become a major consideration for the customers. It is not an easy task in this market to become competitive, to win the recognition of the consuming population and to enhance the consumers’ willingness of purchasing the products.
The present study investigated the influence of experiencing marketing and switching cost on consumers’ willingness of purchasing. The subjects involved the consumers of Liu-Her night market in Kaohsiung and Garden night market at Tainan. In this study quantitative research method was used. Data analysis was conducted through SPSS 20.0 statistics program, which included descriptive analysis, reliability, validity and one-way ANOVA analysis. There were 350 copies of the questionnaire distributed. A total number of 337 copies were valid. Based on the correlation analysis, the results of the study indicated that the module of experiencing marketing had significant effect on consumers’ willingness of purchasing; however, switching cost showed moderating effect between experiencing marketing and consumers’ willingness of purchasing. In order to promote consumers’ willingness of purchasing efficiently, it is suggested to use experiencing marketing strategy and reduce customers’ consideration of cost conversion.
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