| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 94 === Consumers are not completely satisfied by the product performance or the service quality. They pay more attention to obtain the joyful and freshly feeling during purchasing or shopping procedures. Put the emotional factors into selling procedures into attract consumers will be the future tendency. Therefore, experiential marketing is a more popular research topic recently, and has received rich practical applications in industries. There are few empirical researches in this field, especially for pre-puchasing experience. In order to fill the gap, we build the model and analyze the relationship of pre-purchasing experience and consumer purchasing intentions. We select Massage chair of OSIM’s shop for a case of study.
This research successful collected 169 questionnaires in OSIM’s shop. This study used factor analysis and path analysis to verify the causality among five variables, namely “pre-purchasing experience”, “product attribute”, “ brand image”, “consumption attitude” and “purchasing intention”.
Conclusions are as follows：
(1) Pre-purchasing experience was positively related to the perception of product attribute and brand image.
(2) The perception of product attribute cognition was positively related to brand image and consumption attitude.
(3)Brand image was positively related to consumption attitude.
(4)Consumption attitude was positively related to purchasing intention.
Theoretical and practical implications of this study are discussed and suggestions for future study arer also provided.
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