The study of the relationship among experiential marking,porduction involvement and purchase intention for Skitchen life store

• Main Authors: Chung-Hsuan Tsai, 蔡忠軒
• Other Authors: Dong Jenn Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/84544294911689427345

碩士 === 義守大學 === 工業管理學系 === 103 === In the kitchen market, early kitchen equipment only exhaust range hood, gas stove, water heater, in continuous improvement of life, and gradually added other devices, such as microwave oven, oven, steam oven, dish dryer, Water Purifier ... , And then transformed into today''s complex products, such as: micro-oven, steaming box ... And so on. Consumers either planning or the old kitchen is first-time buyers, factors that affect consumer choice, often decides on the acceptance of its products and the experience of the past, with the advent of the experience economy, this study s cooking lifestyle consumers, consumer product involvement and willingness to buy is there a correlation? and experiential marketing can enhance the purchase intentions of consumers? Study this s cooking lifestyle consumers, issued altogether recycling 203 valid questionnaires. SPSS22.0 statistical software, final demand for the purpose of this study and the research framework of assumptions, quantitative methods of data analysis and Hypothesis Testing. According to the results of this study are as follows: first, a consumer owns the product for self and the link between the product, so that consumers know the value of the product, understand their relationship between themselves and purchase intentions, so that consumers can get closer to self symbol products. And the target consumer group to launch suitable for the positioning of products such as: noble, elegant, high quality, and to increase consumer recognition of the product, consumers '' purchase intentions. Second, the doors of local products on display to create visually have a positive impression of consumers shopping environment, and establish a sense of comfortable shopping space, in the retail sale of products to enable consumers to share between a group the product, at the same time strengthening consumers '' inner emotional appeals. Third, when consumers buy products, awareness of products will affect the willingness to buy, and composite products in use on cognitive, consumers are less likely to understand immediately, for example: the thought of using micro-oven, steaming cooker on the actions consumers will find in the product feel strange. Thus recommends that product description provides relevant knowledge, experience and provides products arouse the curiosity of consumers using the product and share the feelings of the others to use the product, to lower the consumer''s not relaxed feeling. So in retail product sales, should focus on the value of the product itself as selling points. Keywords: experiential marketing, product involvement, purchase intent