Airline Customers’ Responses to Experiential Marketing and Experiential Value－a Case Study on EVA Hello Kitty Jet

• Main Authors: Szu-Chung Lin, 林司忠
• Other Authors: Hung-Sheng Lai
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/q7b8zq

碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 95 === With the increase of national income and the change of consumption patterns, the differentiation in products and the service has become the critical key factors to survive in the competitive market. B. Joseph Pine Ⅱ and James H. Gilmore (1999), two prestigious researchers, had put forth a perspective of a unique experiential consumption which could lead to effective market segmentation. Schmitt (1999) also stated that the experiential marketing would change its traditional function and effectiveness. Thus, the motivation of carrying out this research on the issue of experiential marketing was formed. The aim of this research was to investigate conception and attitude of airline company passenger toward experiential marketing and experiential value. This research will adopt Schmitt''s five experiential marketing dimensions - sense, feel, think, act and relate, along with Sheth. et al''s(1991) four dimension of consumption value- functional value, social value, emotional value and epistemic value as the criteria. From March 15th to April 15th, the questionnaires were distributed to the target passengers who took the special print Hello Kitty theme aircraft of EVA Airways company. The total 500 questionnaires were handed out, and 332 were completed. 319 out of 332 were put into use and the ratio was up to 63.80%. The findings of the research are listed as below: the consumer had a positive response toward sensual experiential marketing, the females are more positively influenced by the "think" and "act" factors of the experiential marketing than males. Regarding to the experiential value, all passengers have the positive response to epistemic value; both males and females are significantly influenced by the "feel" factor of experiential value. Conclusively, people who are young, have less control of the expenditure, or seldom go traveling anticipate the experience of traveling by the Hello Kitty theme aircraft. The experiential marketing and experiential value are positively related; the "feel" factor of the experiential marketing is significantly related to the "feel" factor of experiential value; but the factor of sensual experiential marketing is the least related to social experiential value. This research was based on a practical survey and finding to provide the reference for organizing the plan of the experiential marketing, as well as the issue for the further reference of the academic research.