| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 102 === Abstract
Ever since scholars proposed the approach of experiential marketing in the year 2000, enterprises have begun offering product experience services to customers instead of simply emphasizing how good their products are, as was common in the past. Now, many enterprises use the media to let customers virtually experience their products, with the expectation that these experiences will strengthen or change customer''s’ consumer behavior and influence them to make purchases.
Experiential marketing has been commonly applied in the recreational industry. This approach shows the distinct influence in purchasing will or customers’ value. Among all of the articles on this topic, most relevant studies have sought to prove the influence of involvement, customer satisfaction or purchasing will on the recreational industry and tourist industry. However, few studies have analyzed whether these factors could have the same impact in the 3C industry.
Due to the rapid development of the internet, it has become much easier for consumers to get more detailed information about smartphones. In today’s competitive markets, the ability to attract customers and create an unforgettable, meaningful and true experience in customers’ minds is a key factor in firms’ success in the mobile phone industry.
This research paper includes 313 samples of surveys by paper questionnaires and the internet. In the statistical analysis using AMOS21 and SPSS19 software and regression analysis, it was found that consumer involvement in products will positively affect their purchasing will and that experience marketing has a positive effect on product involvement and consumers'' purchasing will.
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