| Summary: | 碩士 === 中華大學 === 企業管理學系 === 107 === In the experiential economy, consumers pursue the consumption that meets personal tastes and brings emotional satisfaction of consumers, which is no more the pure product-oriented purchase. With the rise of the per capita income, the average buying power also rises, and the traditional consumption concept has gradually been replaced by “material pleasure” or even “spiritual pleasure” at a higher level. In addition to quality goods and services, consumption should leave unforgettable memories and emotional satisfaction to customers. Therefore, many enterprises and shops apply experiential marketing to operations. This study selects Jin Chi Foods (JCF), a pork ball manufacturer with 81 years of history in Hsinchu, as the subject of research. With the rise of the experiential economy, JCF pioneered the pork-ball story culture hall in 2002 to transform from a simple meatball maker into a narrator that maintains the local history of Hsinchu. It further introduces story guided tours and edutaining pork-ball DIY activities by linking Hsinchu and the pork-ball culture and history through innovation to stimulate consumers’ awareness of the heritage and protection of history and culture, allow consumers to know the traditional industries and common life of Hsinchu, and value and cherish the place where they live.
With the consumption records for six months between February and July in 2018 provided by JCF, after organizing data with Microsoft Excel for the descriptive statistics and analyzes statistics with SPSS through the Chi-square test, independent sample t-test, and ANOVA, this study investigates if (1) there is a significant difference in the buying intention between potential consumers participating and not participating in experiential marketing activities; (2) there is a significant difference in the average consumption amount between consumers participating and not participating in experiential marketing activities; and (3) there is a significant difference in the purchase amount among the four consumer groups participating in experiential marketing activities. The research results show that (1) although experiential marketing can stimulate customer consumption, there is no direct evidence that experiential marketing can increase consumption amount; and (2) the family group with children has the highest average consumption amount among the four consumer groups participating in the pork-ball DIY activity. This study thus recommends JCF to enhance marketing on this group.
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