The Evaluation Model of Experiential Marketing for Food Group－Buying

• Main Authors: Tzumin- Lee, 李慈民
• Other Authors: Shiaw-Wen Tien
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/95543337367244915407

碩士 === 中華大學 === 科技管理學系 === 104 === Due to the popularity of using wireless internet, customers have become easier to make a purchase with people with similar taste through internet and apps. The sensation has been accelerating by 2008 global financial crisis. Owing to the global financial crisis, the decreasing of Taiwan import trade has been heightened the unemployment rate making customers save every penny earned. Among others, food has always been listed at the top of group purchase items by customers; however, in the assortment of group food purchasing, it has been a critical question for the industries of group food purchasing to figure out how they can stand out. By assessing the relative relationship between the facets and the guidelines of the experiential marketing, this study focuses on the experiential marketing of food group purchasing; and by applying DEMATEL (Decision Marking Trial and Evaluation Laboratory), this research is trying to build up the connection between the facets and the guidelines of the experiential marketing. This paper concludes that “thinking experience” and “mobile experience” both are primary impacting factors, “emotional experience” is an ultimately impacted factor, and “the rising of self-recognition” is the most important and influential factor. This research, therefore, can be concluded in 5 points. Firstly, “ the rising of self-recognition” strengthening the marketing of “thinking experience”; secondly, improving the marketing of “mobile experience”; thirdly, emphasizing on customer’s “sensory experience”; fourthly, triggering customer’s “positive emotional experience”; fifth, stimulating customer’s critical thinking; sixth, making a marketing strategy or a product creating customer’s commitment.