| Summary: | 碩士 === 國立高雄應用科技大學 === 高階經營管理研究所碩士在職專班 === 101 === The Effects of Experiential Marketing and Affective State on Purchase Intention - An Empirical Study on Customized Gift Receivers
Graduate Student: Peak Wu
Advisor: Dr. Pei-Hung Ju
Institute of Executive Master of Business Administration
National Kaohsiung University of Applied Sciences
ABSTRACT
The gift economy is a compelling topic; gifts that touch person’s heart are the value and appeal of customized gift businesses. Nowadays, in order to satisfy customers’ demands, differentiated and/or innovative goods are crucial. Thus, the customized gifts industry needs to draw on creativity and innovation as foundation, to meet the different customers’ needs and preferences. The biggest difference between goods and gifts are its’ recipients. Goods are obtained by the purchaser whereas gifts are sent to the receiver by the purchaser.
Accordingly, this study explores whether the third party’s (recipients of the gifts) experiential marketing experiences and affective state will convert into purchase intention. In doing so, we proposed a research model and developed hypotheses depicting how the five dimensions of experimental marketing: sense, feel, think, act and relate, stimulates the recipients’ affective state, in turn impacts their purchase intention.
Our empirical results suggest that in the customized gifts industry, the gift recipient’s experiential marketing experiences and affective state are positively linked to purchase intention. This finding shows that the opinions of the third party are also an important factor to consider. Moreover, due to the rapid developments of new products, utilizing the development of customized, semi-custom, micro-customized goods in response to customers’ demands are gradually forming. Altogether, our findings provide various implications for research and managerial practices.
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