| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 100 === Title of Thesis: The influence of choice mode and the experience way on the emotional response and the future enduring involving, the product involvement as the moderator.
Name of Institute: Graduate Institute of Management Fu Jen Catholic University
Nam of Student: Kuei-Ching, Lee Advisor: Dr. Yie-Fang, Kao
Keywords: choice mode, direct experience, indirect experience, future enduring
involving
There are two types of experience. The “direct experience” means the product trial such as taste food. The “indirect experience” isn’t like the “direct experience”, the consumer cannot interact with the product. For example, package, look, the ads. The different ways of experience will bring the different emotion to the consumer and the attitude.
The choice mode also can separate the two choice mode, the “instrumental choice” and the “experiential choice”. The “instrument choice” means the choice is a mean. They have the intention in the heart. But the “experiential choice” isn’t like the “instrumental choice”. The “experience choice” is an end that who made this choice mode. Different motivation of customer on purchase may cause different choice mode.
Then, this article will use the experience way and choice mode to test the how the choice mode influence the consumer’s emotion and future enduring involvement which the experience way can stimulus the emotion and future enduring involvement push the consumer do the choice, then do the decision.
This article will use the experimental design approach, and designed the 2 type questionnaires. This study got 299 effective samples. It will use the perfume to test the participant to understand on which the experience way can stimulus the emotion, the enduring involvement and lead to decision of purchase and how the product involvement moderates the choice mode and the experience is discussed in this study.
It will use the SPSS 17.0 to analyze and to prove the hypothesis. And the whole questionnaire with Cronbach' s α is coefficient, belong to the high letter degree. So the questionnaire that this research institute uses has enough inside consistency.
The result show the direct experience or indirect experience don’t influence the emotion and the future involvement in the instrument choice mode, but the direct experience and indirect experience can influence significant the emotion and future enduring involvement in the experiential choice mode. It can help the marketers understand the behavior of consumer choice.
The marketers may apply proper marketing strategy and attract customers to have the decision of purchase.
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