The Effect of Experiential Marketing and Brand Attitude on Purchase Intention Based on SOR Theory-The Example of IKEA

• Main Authors: Ju-Yun Chang, 張如沄
• Other Authors: Kuo-Wei Lee
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2fppgr

碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 107 === Consumers not only pay attention to the goods themselves but also stress on the pleasure and feeling brought by the consumption process compared with the past, which makes experiential marketing gradually valued. The experience is not only unforgettable, but also influenced by the decoration design and situations in the store. Many enterprises have also begun to try to introduce new technologies to provide consumers with new immersive experiences. In addition, the rise of online access has made physical access a major challenge, but physical access is one of the forms of shopping experience that consumers cannot replace. Therefore, this research is based on SOR theory and takes IKEA physical store as an example, to discuss the stimulation of strategic modules of experiential marketing (sensory, emotional, thinking, action and related experience) to the attitude toward brand (emotional, cognitive components) and their effects on the purchase intention. As perceived quality will affect purchase intention, this research regarded perceived quality as a modulating variable between emotional component and purchase intention. This study is aimed at consumers who have visited the shopping experience of IKEA physical by online questionnaire, a total of 311 valid questionnaires were collected by means of questionnaire survey, and PLS was used for the verification and analysis. Through the results of this research, it was found that the sensory and emotional experience positively affecting the emotion of brand attitude, and the emotional experience is the main factor affecting emotional; thinking, action and related experience positively affect the cognitive of brand attitude, and the action experience is the main factor affecting cognitive. While attitude toward brand is affected by cognitive components, furthermore it affects the emotional components. Thus, consumers’ purchase intention is mainly affected by the emotional components of attitude toward brand, but perceived quality does not significantly regulate the emotional components and purchase intention. Finally, relevant conclusions and suggestions are put forward according to the research results for reference.