A Study to Explore How Experiential Marketing Enhance Self-Efficacy -Topical Road Running as an example

• Main Authors: Chih-chun Teng, 鄧至純
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/976fyv

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === World Health Organization (2009) has found that physical inactivity become the fourth leading risk factors, it also related to 6% of the number of deaths for every year. According to the result from Bureau of Health Promotion (2005), the average time for citizens in age of 12 and above be sitting per day is up to 5.87 hours. As the result mentioned, the percentage of our citizens with exercise habits regularly is lower than the average. Road Running events can be an opportunity to encourage our citizens to exercise regularly, instead of particular road running for people which already have basic physical or do exercise as a habit, this study is focus on topical road running for people who don't adopting a good habit of exercises, and whether or not from this kind of events, their experience will transfer to their own value and it also improved their affirmation of personal ability, ends up to achieve their self-efficacy. This study is basic on the semi-structured in-depth interview with the respondents who has attended "The Color Run" road running event to find the relation between experiential marketing, experiential value, and self-efficacy. The research structure is basically discuss these three areas: motivation, experiential marketing, and self-efficacy in depth. Intrinsic motivation or Extrinsic motivation to the motivation. Experiential marketing including five kinds: Sensory Experiences, Affective Experiences, Think Experiences, Act Experiences, and Relate Experiences. And Self-Efficacy are affecting by four factors: mastery experience, vicarious experience, verbal persuasion, physiological and affective states. By analyzing the motivation of respondents to join the road running and the experience of experiential marketing, trying to know the progress of how consumers enhance their self-efficacy. If the respondents have made their experiential value through join this road running, whether their self-efficacy would be stimulated and enhanced after the event. This study is based on the research structure and aims to discover the relation of motivation and experiential marketing, and the result after analyzed accordingly: a. There is no specific effect from the motivation of respondent to their experience. b. Experiential value affects self-efficacy. c. Experiential marketing affects self-efficacy. This study is expected to know the progress of enhance self-efficacy through experiential marketing, and also to archive the good habit of exercises.