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The researcher believes that customers who have an education level of college or above have a higher quality of cognitive ability than those with a general education degree; thus, they are more sensitive to the marketing necessity of exhibitions. There was a significant correlation between customer purchase intention and all attributes of experiential marketing. The experiential marketing of the Taipei International Sports Cycle Show is effective in predicting customer purchase intention. From the study results, it is known that experiential marketing is certainly helpful in increasing customer purchase intention.
Customers are profoundly influenced by the attributes of emotional, thought, action, associative, and sensory experiences, and show a positive evaluation of products. Hence, exhibitors can bring in more experiential marketing activities for promoting customer purchase intention. This result confirmed that past experiential marketing is a fairly crucial factor for impacting customer purchase intention. Furthermore, as the research supports the idea that purchase intention is influenced by experiential marketing, the creation of experiential marketing can be emphasized in marketing strategies.
Experiential value can be created through experiential marketing including emotional, thought, action, associative, and sensory experiences. Through suitable experiential mediums, unique experiences can be passed onto customers to create high experiential value, which can be useful for further research.
Enterprises can utilize experiential marketing, while paying close attention to whether the experience provided its customers is both holistic and irreplaceable. Moreover, enterprises can relate unique experiences with marketing strategies to offer customers a holistic experience to facilitate their future purchase decisions.
Journal of Marketing Letters, 20, Relationship Marketing, Emerging Perspectives of Services. Marketing, American Marketing Association, , Chicago. Consumer Behavior, 10th ed. Application of the importance—performance theory, Tourism Management, 27 , Journal of Tourism Studies. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Reaseach, M. A National Customer Satisfaction Barometer: Journal of Marketing, 56, Journal of Macro marketing, 20 2 , The moderating effect of brand image on public relations percept ion and customer loyalty.
The effect of Taiwan bicycle industry after becoming a WTO member country. Taiwan Economic Research Monthly, 21 6 , Tourism Management, 17 3 , Welcome to the Experience Economy. Harvard Business Review, 76, 97, Boston. Designing and conducting survey research. Retrieved December 2, Consumer Behavior 7th ed. Linking service quality, customer satisfaction and behavioral intention. Journal of Health Care Marketing, 9, Correlation between experiential marketing and purchase intention Table 3.
Correlation between purchase intention and the five attributes of experiential marketing Table 3 showed that the higher the experiential evaluation those customers obtained from the Taipei International Sports Cycle Show, the higher their purchase intention would be. The Age of Access. If there is something you wish Sketch would do, there is probably a plugin for it.
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The purchase experience itself, did not have phd direct effect on purchase intention but demonstrated a significant positive and indirect effect on purchase intention. Perceived risk PR was the third most thesis factor in this study.
Intention was the only construct thesis showed a significant positive and direct effect dissertation purchase intention with no indirect effect involvement. Customer experience CE was the second most important factor in this study.
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