| Summary: | 碩士 === 國立勤益科技大學 === 專案管理研究所 === 106 === In the past, research on experiential marketing was all measured by the strategic experiential models of experiential marketing (sense, feelings, thinking, action, and relation) and explored the cause-and-effect relationship between it and other variables. However, the study of sensory experience in relation to consumer emotions, experiential value and behavioral intention is uncommon. In particular, it is even rare to see research on sensory experience in the experiential strategic models of experiential marketing regarded as the cause influencing the other four experiential models (feelings, thinking, action, and relation). Based on the M-R environmental mental model, this study claims that sensory experience in the experiential strategic models of experiential marketing is supposed to be the source of stimulation that consumers accept environments or things. It may trigger consumers’ emotions (i.e. arousing senses of feelings, thinking, action, and relation experiences) and then lead to positive or negative consumers’ behavior and reactions. Therefore, this study aims to explore the intentional impact of sensory experience on the other four strategic experiential models, experiential value, customer satisfaction and consumers’ behavioral intention. First, the structural equation modeling is used to verify the goodness-of-fit of the research structural model. Next, the path analysis is employed to examine sensory experience and the other four strategic experiential models (including feelings, thinking, action, and relation) and the cause-and-effect relationship of experiential value, as well as the relationship among experiential value, customer satisfaction, and behavioral intention. Meanwhile, the multiple regression analysis is adopted to confirm the priority of importance of five sensory experiences that influence feelings, thinking, relation, mobile experience, and experiential value. Last, according to research results, suggestions are proposed for dealers’ reference when drafting their marketing strategies and to make up the insufficiency of research in this aspect in the academia.
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