The Impact of Experiential Marketing on Purchasing Decisions- Case Study of IKEA in Taichung

• Main Author: 姚宜伶
• Other Authors: 何艷宏
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/85k3q7

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === Consumer behavior in the 21st century has been towards a new stage experience, mainly in the past to rational consumers, gradually began to lift the order to the behavior of rational decision-making as well as the so-called emotional appeal, is not concerned about the price is not functional, but an experience, the key now is to determine the success or failure of the product mindshare attitudes. Therefore, in order to experience the mind share of marketing is becoming the key to success selling products. In this study, domestic consumers bought IKEA furniture product was the object of study, investigation experiential marketing and purchasing motivation, customer relations decisions. And the use of methods of interview questionnaires, 52 questionnaires were distributed, of which 52 valid questionnaires, the effective rate of 100% recycled questionnaires. The results showed that experiential marketing for IKEA products have a significant positive relationship between buying motives; experiential marketing for IKEA product purchasing decisions have a significant positive relationship. Enterprises face of commodity marketing activities, the entity can construct future scenarios, so that consumers actually experience the quality of the product and its value lies in order to stimulate consumers&;#39; purchase intention and motivation to stimulate purchase, so experiential marketing is the strategy of competitive advantage a ring.