The impact of service innovation and experiential marketing from store-type insurance service stations on consumer purchase intention – Taking A insurance broker as an example

• Main Authors: Simon,Chang, 張文彥
• Other Authors: Chaur-Shiuh Young
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/3eaq8t

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === The aim of this study is to explore the impact between service innovation of store-type insurance service stations on customer purchase intention, as well as the mediating effect of experiential marketing. We applied handwriting questionnaire and convenience sampling to collect research data. In this study, there were 300 questionnaires distributed and 259 valid questionnaires were returned. Based on the statistical analysis, our main findings are as follows: 1.The service innovation has significantly positive effect on experiential marketing. 2.The service innovation has significantly positive effect on customer purchase intention. 3.The experiential marketing has significantly positive effect on customer purchase intention. 4.The sensory experience has a full mediating effect between service innovation and customer purchase intention. 5.The affective experience has a partially mediating effect between service innovation and customer purchase intention. 6.The thinking experience has a partially mediating effect between service innovation and customer purchase intention. 7.The relate experience has a full mediating effect between service innovation and customer purchase intention.