A Study of the Relationship among the Symbolic Value of Communication Products and Encounter Experience on Purchasing Intention

• Main Authors: You- Chen Chen, 鄭耀正
• Other Authors: Dr. Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/32977929584353088780

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === A Study of the Relationship among the Symbolic Value of Communication Products and Encounter Experience on Purchasing Intention Student： You- Chen Chen Advisors：Dr. Fu-Yung Kuan Department of Marketing and Distribution Management National Kaohsiung First University of Science and Technology ABSTRACT Development of communications products, the technology industry towards services, knowledge, the experience economy, communications products experience area should create an atmosphere for customers to contact with experience and feelings, the communication value of the product and decided to purchase identity; experience is the pricing, the purchase is value. This study want to explore the symbolic value of communications products, contacts experience, influence on purchase intentions relevance, to discuss the latest visit to the information exhibition , telecommunications exhibition, the store experience area and experience and feelings when purchasing communications products, the value of their products, to buy impact intent, purpose are as follows: 1. "Touching experience" and the "symbolic value" both through communications product experience point of view, attempt to establish architecture of Influenc consumer purchase intent. 2. Whereas communications products "symbolic value" should be "touching experience" to be viewing, to explore for the impact on consumer purchase intention of. 3. To investigate this effect, consumers in the purchase of communications products considerations, for " touching experience." Degree and decided to buy communications products, investigate the effect of "symbolic value" arising. 4. According to empirical evidence, it pointed out that consumers purchase intent is subject communications products "symbolic value" And "touching experience" influence, need through the "symbolic value" interpretation and the contact experience (brand, Senses, service, emotion) throw situation to confirm the impact of consumer purchase intentions. In this study, 330 questionnaires were distributed, 323 valid questionnaires, the effective rate of 97.8%, and statistical analysis methods are: descriptive statistics, correlation analysis, single factor univariate analysis of variance and regression analysis. The conclusions in this study attainable are: 1. The symbolic value for the purchase intentions have significant positive effects. 2. Touching experience for purchase intentions have significant positive effects. 3. The symbolic value and the contact experience for purchase intentions have a common significant positive effect. The results of this study show the symbolic value of the contact experience all the sub-facets, only "emotional facets" p> 0.05 is not establish, the rest are showing a positive impact from the regression analysis showed that the symbolic value and the contact experience with a common significant positive impact, will increased consumers，purchase intentions. Keywords: communication products, symbolic value, encounter experience, purchasing intention