| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 105 === With the rise of living standards among nationals and consumer awareness, products of mass customization no longer suit consumer preferences. Instead, products with emphasis on personal tastes, experiences and values have gradually gained popularity. Under the influences of online shopping, along with the rapid development of overseas purchasing by an agent in the last decade or so, video game stores across Taiwan have gone through transformation from licensed and self-employed operations to combined mode of operations of video game stores nowadays. In addition to expertise in logistics and marketing management, business operations should feature professionalism, franchising and convenience in order to cope with a complex market and a diverse nature of customer demands. Therefore, creating a pleasant shopping environment in a video game store, whether in the physical or virtual space, plays a key role in terms of such experiences.
This research explores how Taiwanese video game stores offer better experiential models, and the extent of influences these models have on consumer behavior(, which in turn improves customer loyalty)from the correlation of experiential marketing, experiential value and consumer behavior. A questionnaire was used for this research, targeting customers in video game stores in Tainan area. Out of the total of 350 copies of questionnaire distributed, 336 copies, representing a response rate of 96%, were filled and returned. Data collected through the questionnaire were analyzed with the use of Statistical Package for the Social Sciences23.0 (SPSS 23.0), and the hypothesis test results are summarized as follows.
1. Experiential marketing has a positive influence on the experiential value, which indicates that experiential marketing in video game stores has a significantly positive influence on the level of experiential value among consumers. Consequently, how video game stores create a feeling of satisfaction and convenience among customers on visual attractiveness, reasonable price and service superiority results in an influence on the level of experiential value.
2. Experiential value has a positive influence on consumer behavior, which indicates that experiential marketing in video game stores has a significantly positive influence on the level of customer behavior. Therefore, if video game stores can create a feeling of excitement to stimulate motivation, identification and purchasing among consumers, which improves the value of the products, can increase consumer behavior.
3. Experiential marketing has a positive influence on consumer behavior, which indicates that experiential value in video game stores has a significantly positive influence on the level of consumer behavior. Therefore, video game stores must meet efficiency, economic value, service superiority and visual attractiveness, along with a feeling of satisfaction, which can improve consumer behavior.
This research divides experiential marketing in such aspects as sensory, emotional.
Keywords: Video game console, demographic variables, Experiential Marketing, Experiential Value, Consumer Behavior.
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