The Influence of Experience Marketing on Female Consumer Sportswear Brand Attitude

• Main Authors: Tsung-Yuan Tu, 杜宗原
• Other Authors: 鮑世亨
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/d8f77e

碩士 === 淡江大學 === 國際商學碩士在職專班 === 95 === Because business volume growing rapidly year by year, Female sport dress market was emphasized in those years. The sport brands were actively to make bigger market share of woman market. No matter how the sport brands were linked up with fashion or woman self-awareness, experience marketing was look as an important channel of communication with customer. Therefore, in woman market, how to draw up proper experience activities for making positive influence on brand attitude of enterprise become more and more important. The research integrating related theories of marketing discusses if the woman’s brand attitude can be influenced by experience activity. This experience research directing to activity of female market different from pass studies focusing on consumer environment. The hypothesis of this research is: satisfaction of activity can be influenced by experience perception and activity satisfaction has positive relation with brand attitude. According to this research, in the experience activity for female consumer ,their is no significant relation among sense experience and satisfaction of activity. Compare to sense experience, woman prefer other benefit function in the activity, such as pressure escape or providing new life style. This result is different from general impression on woman. Secondly, negative relation between “think” experience and satisfaction of activity, it reveal that those kinds of activity difficult to make female to “think” about the opinion of brand. At last, satisfaction of activity indeed has positive influence to the brand attitude, in which, motions factor was affected apparently than the other two factors of brand attitude.