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|Title: ||沉浸式顧客體驗與消費行為之關聯: 以誠品書店為例|
Investigating Relations among Experiential Marketing, Transcendent Customer Experience and Consumer Behavior: A Case Study of Eslite Bookstore
Transcendent customer experience
Customer-based brand equity
|Issue Date: ||2019-01-04 16:43:32 (UTC+8)|
The research purpose of this study is to investigate the operation and effect of experiential marketing with specific focus on Eslite Bookstore. Firstly, the study examines how three modules from experiential marketing theory, sense marketing, feel marketing, and relate marketing, are related to immersive customer experience, the theory of which is based on transcendent customer experience. This study also examines whether the experience itself may lead to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity. This study utilized online survey and collected 272 valid responses; afterwards, simple regression, mediation analysis and hierarchical regression were conducted to investigate the hypotheses and research questions. This study found that sense marketing, feel marketing and relate marketing play significant roles in leading to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity through the mediation of immersive customer experience (also titled as TCE in the paper), indicating that atmosphere created by the marketers should be considered as an important factor when managing customer experience. It is likely that the experience can be extended as a positive perception to the brand awareness and brand image, and to reach the goal, transcendent customer experience serves as a mediator in order to put experiential marketing into effect, which provides insights for academy and industry seeking to shed light on the effect of experiential marketing.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G1054610041|
|Data Type: ||thesis|
|Appears in Collections:||[國際傳播英語碩士學程] 學位論文|
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