The Influence of Experiential Elements on Experiential Attitude, Emotional Experience, Experiential Satisfaction, and Loyalty Intentions –taking the Super Basketball League in Taiwan as an example

• Main Authors: Li, Yu-Lin, 李育霖
• Other Authors: Kao, Yie-Fang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/54613407779395908797

碩士 === 輔仁大學 === 管理學研究所 === 92 === As the change of economical environment, customers consume sometimes merely for fun, joy and pleasure instead for problems solving or specific product function (Holbrook and Hirschman, 1982). In most of present literature about experiential consumption, the five strategic model composed of sense, feel, think, act and relate was adopted to examine issues of consumer behaviors; therefore, it seems some worth to exploit between experiential marketing and consumer behavior beyond the concept guided by the past literature. What attracts consumers to pay for the performance? For consumers, sports performance means more than competition, but the entertainment, pulsation, and wonderful memories. In consequence, purposes of this study are as the following: 1.To explore the influence of experiential elements, such as surprise, participation, and immersion, on experiential attitude, emotional experience and experiential satisfaction. 2.To explore the influence of experiential attitude, emotional experience, and experiential satisfaction on the loyalty intentions, such as repurchase intention and recommend intention after consumption. 3.To understand factors that influences experience track and attribute to loyalty intentions afterwards. The subjects of this study were those aged from 13 to 59 years old with consuming ability. Stratified sampling and quota sampling were adopted according to the age distribution in Taipei Physical Education College Gym. There’re 500 questionnaires sent totally, in which 460 questionnaires were recycled and 452 copies were verified. This study adopted descriptive analysis, validity analysis, correlation analysis, multiple regression analysis, and LISREL analysis for statistics. The studying results are as the following: 1.Experiential elements (surprise, participation and immersion) have positive influence on experiential attitude. 2.Experiential elements (surprise, participation and immersion) have positive influence on emotional experience. 3.Participation positively influences experiential satisfaction. 4.Experiential attitude positively influences experiential satisfaction and recommend intention. 5.Emotional experience has positive influence on experiential attitude, experiential satisfaction, repurchase intention, and recommend intention. 6.Experiential satisfaction has positive influence on repurchase intention as well as recommend intention. 7.Surprise and immersion have no effect on experiential satisfaction. 8.Experiential attitude has no effect on repurchase intention. 9.Immersion and emotional experience have critical effect on experiential process. Four studying contributions of this study are: 1.Exploiting at the point of experiential marketing the relationship among experiential elements such as surprise, participation and immersion, experiential attitude, emotional experience and experiential satisfaction. 2.Discussing at the point of experiential marketing the influence of experiential attitude, emotional experience, and experiential satisfaction on consumers’ loyalty intentions after purchasing. 3.Emotional experience has great effect on consumers’ experience process. 4.Understanding the factors that influence the experiential process and facilitate the loyalty intentions after purchasing. This study brings up the following managerial implications: 1.The operation of experiential elements, including suggestions for surprise, participation and immersion. 2.The operation of emotional experience. 3.Introducing sports industry into entertainment industry to promote the development of performance industry.