| Summary: | 碩士 === 國立彰化師範大學 === 工業教育與技術學系 === 102 === The purpose of this study was to explore the relationships among experiential marketing, perceived value and purchase intention of flea market consumers, and to explore the differences based on various backgrounds. In order to accomplish the purpose, this study mainly employed questionnaire survey, the sample was selected by purposive sampling from flea market consumers in Taiwan. Moreover, the total questionnaires of this study were 450, the number of questionnaires collected validly was 401, and the response rate is 89.1%.
The instrumentation of study were “Questionnaire of the experiential marketing”, “Questionnaire of the perceived value” and “Questionnaire of the purchase intention”, the reliability of the instrumentations were 0.886, 0.725 and 0.887 respectively, and the questionnaire of validity employed content validity of experts. The study employed the following technique : descriptive statistics, independent t-test, and one-way factor analysis of variance, Pearson correlation coefficient, and multiple regression analysis. The following results were based on this study:
1.The experiential marketing of flea market consumers reached the status level of middle to high, the application of “act experience” was the best under the experiential marketing.
2.The perceived value of flea market consumers reached the status level of middle to high, the effect of “hedonic value” is the best under the perceived value.
3.The purchase intention of flea market consumers reached the status level of middle to high.
4.The difference among various backgrounds of the flea market consumers were “difference of education level”. All above had significantly different under the experiential marketing.
5.The difference among various backgrounds of the flea market consumers were “difference of occupations”, “difference of education level”, and “difference of monthly income”. All above had significantly different under the perceived value.
6.The difference among various backgrounds of the flea market consumers were “difference of ages”, “difference of occupation”, and “difference of spend times”. All above had significantly different under the purchase intention.
7.The correlation among experiential marketing, perceived value and purchase intention of flea market consumers, “overall the experiential marketing” had higher significant correlation with “overall the perceived value”; the “sense experience” had lower significant correlation with “overall the purchase intention”.
8.The multiple regression analysis about experiential marketing and perceived value of flea market consumers, the “emotional experience” can make excellent prediction.
9.The multiple regression analysis about experiential marketing and purchase intention of flea market consumers, the “think experience” can make excellent prediction.
10.The multiple regression analysis about perceived value and purchase intention of flea market consumers, the “utilitarian value” can make excellent prediction.
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