Does Brand Experience Affect Purchase Intention?

• Main Authors: Jing-Wen Tsai, 蔡靜雯
• Other Authors: Su-Yueh Chu
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/06219276170726996868

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 101 === In prior literature, there has been plenty of investigation into the importance of experience. While the majority of researchers in brand marketing have traditionally focused on the interrelationship between various dimensions of brand equity and brand relationship, more recently marketing practitioners have realized that brand experience is also a critical element for developing marketing strategies. Since experiences are created when consumers seek out products, when they purchase them and when they use them, brand experience may influence the brand relationship and specific consumer behavior. However, there are few studies exploring how brand experience affects consumer behavior. Therefore, our research investigates whether brand experience affects purchase intention indirectly through brand image, brand personality, brand satisfaction and brand trust. In this research, we build a model and several hypotheses based on existing literature and collect data via questionnaires. Further, Structural Equation Modeling (SEM) is applied to examine the research model and hypotheses. The results indicate that (1) brand experience affects purchase intention positively through brand personality, brand satisfaction and brand trust; (2) brand experience affects purchase intention positively through brand image and brand satisfaction; however, (3) brand image does not affect purchase intention through brand trust. Finally, theoretical and practical implications and suggestions for future research are provided according to the results.