The Influence of Experiential Marketing and Perception Factors on Purchase Intention － Study of the Website of Sogi

• Main Authors: Chiao-Chun Hsu, 許喬竣
• Other Authors: 陳意文
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3v6947

碩士 === 淡江大學 === 資訊傳播學系碩士班 === 104 === After decades of development under the network, internet has been integrated into the lives of everyone, all kinds of net purchase of goods are also just a normal thing, In recent years, the rise of mobile devices lead to the new business opportunities, but before purchasing(especially in high-priced products), people tend to make reference of others evaluation as the basis for pre-purchase, this causes a new buying pattern that called “Show rooming” and “Web rooming”, therefore, it''s important to make consumers to feel real experience of shopping in the internet just like reality, “Experiential Marketing” is the key. In the Era of the Internet of Things(IoT), just rely traditional marketing has been unable to meet today''s consumers and needs of commodity marketing, instead, experiential marketing try to extension the traditional marketing, not only pursuit in performance but also focused on consumers emotional demands, it allows consumers even can''t personally to use the product but still can increase their purchase intention. In this study, the website of Sogi as an example, to explore the users experiential marketing, perceived value, perceived risk, perceived quality and purchase intention in website of Sogi. For the users who ever used the website of Sogi, through relevant literature and adopted the questionnaire, 238 valid questionnaires were been collected. The results show, perceived value and perceived quality have higher explanatory in mediation and purchase intention, especially the perceived quality is the greatest influence for the users, perceived value is the second. Therefore, for the perceived quality, recommend related sites can be used with Strategic Experiential Modules to pursue the site quality(it includes stability and page design) and be a professional and authoritative as target, using this standard to measure product, so that will be able to make the user feel trust and authority; For the perceived value, can be used with Strategic Experiential Modules to strengthen interaction with the user, create more sensory experience of the user as well as more diversified user experience.