| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === In recent years, the Taiwanese Government encourages and supports to the cultural and creative industries for the expecting to develop more creative talents and citizens. As the change of lifestyles and consumer behaviors, people embark to seek to the balance between career and living qualities. The people who attend the sightseeing and artistic activities are increasing year by year. The Pier-2 Art Centre is also a sightseeing and leisure place which is near to Kaohsiung Harbor and old railway, therefore, not only for artistic activities but also a leisure place make Pier-2 Art Centre unique among the numerous exhibition places. The market strategies nowadays are driven to experiential marketing. Experience works and touches people every time and everywhere. If we expect artistic activities can present as better as dynamic, the issue of experiential marketing is worthy to discuss.
The study considers that experiential marketing makes consumers some special experiences. Therefore, the research model combines experiential marketing, purchase motivations, satisfaction and revisit intention, moreover, the model adopt the consumer traits into the research including experience emotions and consumer personality. The samples are 650 collected by convenience sampling. Through the analysis of hierarchical regression, we can test the effect of experiential marketing, purchase motivation, and revisit intention; the mediator effect of satisfaction and the moderator effect of experience emotions and consumer personality. The result shows that experiential marketing and purchase motivation are positive and significant to revisit intention, and satisfaction has partial mediator effect.
The study finds that the consumers of Pier-2 Art Centre have the greater satisfaction to the emotional factor of experiential marketing strategies, including sense, feel and related marketing. As to the rational factor of experiential marketing strategies, including think and act marketing which cannot enhance the satisfaction. Thus, the study suggests the business should use more emotional-related marketing strategies, and make consumers feel the appropriate feeling stimulation. For example, to invite artists in resident to Pier-2 Art Centre is a way to make strong ties among artists and consumers.
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