A study of the influence among promotion, experiential value , relationship quality and purchase intention from the experiential marketing and relationship marketing view point-an example of beer industry.

• Main Authors: Chung-Wen, Liu, 劉崇文
• Other Authors: Yi-Fang, Kao
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/79772158373878980931

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 100 === It’s so a competitive beer industry in Taiwan. In recent years, the foreign beer brands continue to do a lot of marketing resources strategy, and the market share rapidly rising trend. Because it’s so different competitive situation, the beer vendors use differentiation to create products and services to consumers, and put in a lot of marketing resources, including advertising, public reports, personnel, sales and promotion of promotion. However beer industry is belongs to the retail consumer industries, the activities of promotion are often the key to decision and buy. With limited marketing resources, manufacturers must face this important issue how to launch promotional activities to attract consumers. This study understands the relationship between promotional activities, the value of experience quality and customer willingness to buy. It’s follows to achieve specific research objectives: 1.Explore the impact of different promotional activities on relationship quality. 2.Explore the impact of different promotional activities on the value of consumer experience. 3.Explore the impact of quality of relationship on consumer purchase intention. 4.Explore the impact of the experience value on consumer purchase intention. 5.Comprehensive study results, give specific recommendations to the beer industry as a promotion activities in the design and implementation in the furture. This study finds 400 subjects participated, and then having 354 effective questionnaires. We use of SPSS statistical analysis software as tools to statistical analysis. In this study, based on different level of relationship-oriented, and will promote the active region is divided into: transaction type, complex, relational. In accordance with the level of experience-oriented, will promote the active region is divided into: Low experience, high experience, depth of experience. The study found that promotion-oriented will be differences by the value of consumer experience. It is positive effects on purchase intention between the promotion of the relationship-oriented, relationship quality, satisfaction and trust. But based on the calculation of the commitment, consumers will continue to rational assessment and maintain the relationship with vendors to get the value. Many brands of beer market intense competition, promotional activities emerge and consumers are willing to maintain long-term relationships with manufacturers, but it’s not necessarily to translate into purchase intention. In experience-oriented promotions, consumers may be the service and atmosphere in the promotional activities and change emotions. But it’s not necessarily to successfully use this link with the purchase intention. It shows the functional, social, epistemic three kinds of experience value easier to let consumers purchase intention, emotional value than consumers can not immediately produce the purchase intention.