The influence of sensory marketing and theater elements on customer value and behavioral intentions - A Case Study of Whisky Advertising Movies

• Main Authors: JEN-FENG, KUO, 郭人鳳
• Other Authors: YIE-FANG, KAO
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7m7em5

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 106 === In the daily life, the "drinking a glass of wine" brings people a happy atmosphere. The company wants to use the video experience to combine online communities to market products, introduce the knowledge background of the film marketing products, and deliver the product content to consumers. Combined with the social media communication platform; can be quickly and quickly shared with a wide range of friends. Therefore, this thesis is to explore the marketing effect of wine through the sensory experience of the film and the theater experience. This study used drinking consumers as sampling objects and used regression analysis as a data analysis tool. The results of this study found that: 1. The experience of sensory taste, the richness of scenes of the theater elements, and the attraction of performance have a positive impact on emotions 2. The sensory hearing, the experience of taste, and the performance appeal of the theater elements have a positive impact on the participation of experience quality. 3. The sensory vision, the experience of hearing, and the performance appeal of the theater elements have a positive impact on the immersion of experience quality. 4. The experience of sensory vision and the performance appeal of the theater elements have a positive impact on the learning of quality of experience. 5. The experience of sensory taste and the performance appeal of the theater elements have a positive impact on the surprise of experience quality. 6. Emotion, experience quality participation, and surprise have a positive impact on customer value 7. Customer value has a positive impact on the willingness to purchase and the willingness to recommend Based on the above results, this study takes the marketing of whisky as an example, from the perspective of experience marketing, the influence of sensory experience, theater elements, emotions, experience quality, customer value and behavioral intentions, contributing to the industry's practical practice. The conclusions and recommendations provide a more complete marketing strategy for the industry. From the above results, the following marketing strategies are derived: 1. Pay attention to taste, scene richness, and performance appeal in the emotional part to enhance the positive mood of the audience, because the good mood of the audience will bring good feelings. 2. In the partic part, the audience should pay attention to the sense of hearing, taste and performance to enhance the participation of the audience. 3. In the immersive part, you should be visual, audible, and performive to enhance the audience's unforgettable memories and immerse yourself in the film to look forward to the next film. 4. In the learning part, we should pay attention to the visual and performance appeal, and effectively transfer the knowledge background of the product to the audience to enhance the audience's desire to learn. 5. In the surprise part, we should pay attention to taste and performance attraction, so as to enhance the audience's feelings of more fresh and more unexpected experiences than expected. 6. Pay attention to emotions, participation, and surprise in the customer value section to enhance the audience's continuous renewal experience, product beauty or added elements to keep the product fresh and exciting. 7. In the intention of behavior (purchase intention, recommendation willingness) to pay attention to customer value to enhance the needs of the audience to meet the unique experience, the pursuit of novelty, will want to buy or willing to recommend others to buy products.