A Study on the Relationships among Experiential Marketing，Perceived Value and Behavior Intention– Using the Cultural and Creative Events as Examples

• Main Authors: Juan po t'eng, 阮柏騰
• Other Authors: Chiang-Kuo Tu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/6cz8h6

碩士 === 大葉大學 === 企業管理學系碩士班 === 102 === ABSTRACT This research is studied on exploring the relationships among experiential marketing, perceived value and behavior intention. The research subject is focused on visitors’ experience of cultural and creative exhibition in the Songshan Cultural and Creative Park. The research was conducted by questionnaire survey method and received 300 respondents. The research results show that (1) Let academic researcher and practice understand the cultural and creative exhibition visitors’ characteristics and experience of experiential marketing, perceived value and behavior intention. (2) The cultural and creative exhibition visitors’ perception of experiential marketing positively influenced on perceived value and behavior intention. And the visitors’ perception of perceived value positively influenced on behavior intention. Key words: experiential marketing, perceived value, behavior intention, cultural and creative exhibition