| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 96 === The research takes Books.com for case study, and integrate experiential marketing and brand loyalty, and will use questionnaire to analyze the compose of experiential marketing’s module, and to understand if experiential marketing would affect the consumer’s cognition of brand loyalty. The independent variable uses the aspects that Schmitt addressed in 1999, severally is experience of sense、feel、think、act and relate；and the dependent variable uses the aspects that McMullan and Gilmore addressed in 2003, respectively is loyalty of cognitive、emotional、behavior intention and behavior.
This research expect to analyze how Books.com use experiential marketing to give consumer and browser more personalization service uses and different atmosphere of experience, in order to attract consumer to select their Website to buy books and products in this drastic competition and the decreasing population of reading environment, finally to advance their band loyalty. and this research adopts SPSS 12.0 as the tools of information analyze, the main statistic methods include Factor analysis、Correlation analysis、Logistic Regression analysis、Reliability analysis、Manova analysis.
The Final research result shows that the experiential marketing of Books.com affect the consumer’s cognition of brand loyalty, and the remarkable aspects are sense、think、act experience, but the feel、relate experience don’t have the remarkable. And finally this research based on the books.com’s research result and finding, and then to give the whole online bookstore operator the direction of conduct, and also addresses some advices that follow researches can accept.
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