Determinants of Promoting the Urge to Buy in Online Store Based on Perspective of Experiential Marketing

• Main Authors: Chih-Ting Wang, 王之廷
• Other Authors: Shu-Chiung Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/smn2dz

碩士 === 大同大學 === 資訊經營學系(所) === 102 === In recent years, both e-store and consumers pays much attention to the emergence of experiential marketing. Consumer experience seems to play an important role. Online stores motivate consumers to buy impulsively through creating the holistic experience of enjoyable browsing. The purpose of this study is to investigate the influence relationship of experience providing by e-store on consumers’ impulse buying through the integrated perspective of experiential marketing and SOR theory. This research used a quantitative analysis, and a questionnaire survey was also performed to evaluate how consumer experience and to buy impulsively are related. Moreover, the 343 valid responds are collected with analyzing by partial least squares (PLS). The findings show that the urge to buy of consumer is influenced by internal affective which impacts on subjective cognition. Meanwhile, the feel module of experiential marketing mainly impacts on internal affective of consumers as well as the think, act, and relate modules of experiential marketing influence on internal cognitive of consumers. In addition, the result of this study can help online store manage their marketing strategy and also be useful for future academic research.