Effects of brand knowledge and experience marketing on customer satisfaction and repurchase intention for women 's underwear ─ A Case Study of Taiwan National Chengchi University female students

• Main Authors: Chen, Du-Nin, 陳都寧
• Other Authors: Chen, Hsiao-Ching
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/h88n95

碩士 === 中國科技大學 === 企業管理系 === 103 === Women's underwear market is rapidly growing, as consumers continue to enhance the awareness of women, women increasingly focusing on brand, aesthetics and comfort of underwear, improve the basic needs of underwear to psychological satisfaction. Underwear industry in recent years gradually with experience as a marketing strategy to promote underwear and women's underwear in order to experience the value of customers to buy their own satisfaction as an indicator, the underwear brand knowledge and customer satisfaction with women consumers are there between behavior related repurchase intention is to explore the direction of the Institute. In this study, National Chengchi University female students as subjects of the investigation, using questionnaires, 200 questionnaires were distributed, 200 valid questionnaires, the effective rate was200%, analyzed by descriptive statistics, factor analysis, reliability analysis, correlation analysis, regression analysis to test the hypothesis obtained results: (1) experiential marketing has a positive impact on the value of experience; (2) experiential marketing has a positive impact on customer satisfaction; (3) the value of experience It has a positive impact on customer satisfaction; (4) brand knowledge has a positive effect on repurchase intention; (5) customer satisfaction has a positive effect on repurchase intention.