A Study of The Effect of Blog Experiential Marketing on Consumers’ Purchase Intention

• Main Authors: Ruei-Huan Hsu, 許瑞桓
• Other Authors: Luarn Pin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/35789219670847920262

碩士 === 國立臺灣科技大學 === 企業管理系 === 97 === The rapid development of blog has made blog become a way to spread messages and word-of-mouth through the internet. Besides personal blogs, there are many cases that enterprises use blogs in marketing activities and internal communication. Enterprises try to use blogs to shorten the gap between customers. However, there emerges a new application of blog where people can sale products directly. Experiential marketing is a common way for enterprises to sale products. By experiencing products directly, experiential marketing makes customers understand the products and increase their purchase intention. Therefore, this study intergrates blog and experiential marketing in order to research whether experiential marketing will increase customers’ purchase intention on blog or not. The results are as follow: 1.The relationship between experiential marketing and product attitude Sense, feel, act and relate of strategic exeriential modules have significant positive effect on product attitude. 2.Product attitude has significant positive effect on purchase intention.