Study on the Relationships between Brand Experience、Store Image and Purchase Intention – Case of a Bathroom Equipment Company in Malaysia

• Main Authors: Chee Joon Lim, 朱俊廉
• Other Authors: WU, IEE FUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/aunk4x

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 107 === ABSTRACT Taiwan has been the development country. With the economic growth and the transformation of life style, modern people deeply know how to live a relax and enjoy life moderately. The bathroom that is gradually being valued is no longer just an affiliated place in the home, yet it is a place of experiencing relaxation and enjoyment. In the private place, as the quality of life continues to improve, people are increasingly demanding more and more for sanitary equipment. Since the "experience marketing" theory proposed by Bernd H. Schmitt (1999), many scholars and practitioners have studied the meaning and contents of marketing and put it into practical management. Brand experience is also one of the common strategies for companies by experience marketing. This study uses the sensory experience, emotional experience and action experience of experience marketing theory to explore the impact of the above three experience constructs and store image on consumers' purchase intention. This study used questionnaires to collect data. The data analysis method was multivariate analysis. The results are (1) the sensory experience of the brand experience has a positive influence on the purchase intention; (2) the emotional experience has a positive impact on the purchase intention; (3) the action experience positively affects the purchase intention; and finally (4) the store image has a positive influence on the purchase intention.