The Effects of Product Experience on Customer Purchase Intention from the Perspective of Experience Economy- An Example of multi-media English materials

• Main Authors: CHEN, YU-CHENG, 陳昱成
• Other Authors: Kao, Yie-Fang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/q485n2

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 103 === English learning becomes more common when more and more intense competition. In Taiwan, many cities are lack of teacher and also teaching resources, this condition bring several educational systems in Taiwan. Besides, the quality of teaching system in primary school should be worrying due to the lack of primary school teacher. In addition, a great amount of continuation class and also wide range of English teaching materials has been release. The study is conduct research in the category of Multimedia English teaching material. Furthermore, the method of the study is conduct pre test by questionnaire base on experimental design against memory architecture and Language learning strategies. Afterward base on the previous measurement results against multimedia teaching English as a Category, conduct memory architecture and Language learning strategies, the impact of sensory experience of the quality of experience and also the impact on the quality of experience for the experience value. Finally, is to Issued a formal questionnaire sampling for explore influence of experiential value on Purchase and recommendation intention As the result, 426 valid questionnaires were collected, and data were analyzed through SPSS and review of the connection. The study found out that (1) there is no differences of experience quality in 2 memories architecture; (2) The appropriate degree of color has a positive effect on experiment quality; (3) The appropriate degree of music has a positive effect on experiment quality; (4) experience quality has a positive effect on experience value; (5) experience values has a positive effect on purchase intention; (6) experience values has a positive effect on recommend intention. The study as the references for enterprise to develop in strategy of multimedia English teaching material design, and as a follow up for business development in difference of product design as future business development. The result is providing suggestion for the product design and experience against Multimedia English Teaching industrial to enhance the competitiveness of English.