A Study of Experiential Marketing, Experiential Value and Purchase Intention
碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === 在產品同質性非常高的現今消費市場,大眾消費已經從單純的功能性滿足,拓展到了更多的感受性滿足;因此體驗行銷已不斷被提出與倡導,本研究問題是探討體驗行銷(experience marketing)、透過中介變數體驗價值(experience value),與購買意圖(purchase intention)之關係,經由間接文獻之引用及邏輯之推理,發現體驗行銷與購買意圖之關係有必要進一步釐清。 本研究是透過分層隨機抽樣法的方式,請星巴克的顧客幫忙填寫。總共發了420份問卷,去除無效問卷69份,效問卷為3...
Main Authors: | Fang Tseng, Wang, 王芳岑 |
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Other Authors: | Bint-Sann, Yang |
Format: | Others |
Language: | zh-TW |
Published: |
2004
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Online Access: | http://ndltd.ncl.edu.tw/handle/45006831647938133325 |
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