The effect of Experiential Marketing on Purchase Intention of APPs – with the Google Play as a example

• Main Authors: Yu-cyuan Lin, 林昱全
• Other Authors: Chien-feng Kung
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/73974916062576034266

碩士 === 國立高雄應用科技大學 === 資訊管理研究所碩士班 === 102 === Consumers not only care the function on the products, but also care the extra value of products. Many studies have pointed out that customers could receive extra value of products by experience. Schmitt (1999) point out the “Strategic Experiential Models”, includes “Sense”, “Feel”, “Think”, “Act” and “Relate”, interpret the five modules that can get new cognitions for consumers respectively, and also explain the situation in the future. From the physical to virtual, sales may choose to offer different Paying Mode to consumers in the same products, in previous, the physical products just are paid one time, but the virtual products are different, it can charge again as long as they are upgraded. The research investigates that whether the different of Paying Modes will affect customer’s purchase intention after experience? This research investigates whether Experiential Marketing could influence Purchase Intention or not. After discussing with expert, choosing five APPs of different types represents various modules, and adding to Intervening variable, Paying Modes. Experiments are used for this study, divided into a control group and an experimental group. Subjects would use APPs in the control group, and the others are introduced APPs with power point.The results of the research are as the followings. (1)The subjects who had done “Sense” experience have more Purchase Intention than the others. (2) The subjects who had done “Relate” experience have more Purchase Intention than the others. (3) The Purchase Intention of Experience Marketing would not be influence by different Paying Modes.