| Summary: | 碩士 === 國立高雄師範大學 === 體育學系 === 103 === The Study of Experiential Marketing and Experiential Value of Nike Women Runners
Abstract
This study were focused on experiential marketing and experiential value of female participants of WE RUN TPE: 2014 NIKE WOMEN’S HALF MARATHON in 2014. The research used the questionnaire survey procedure and total of 339 valid questionnaires were collected. Data were analyzed by descriptive statistic, one way analysis of variance and canonical correlation. The results of this study were as follows: First, most of female participants were age 21-30, single, student, live in northern part of Taiwan. Second, female participants had high degree of feelings in experiential marketing and experiential value in 2014 Nike Women runners. ‘Relate’ was the highest factor among experiential marketing, and ‘interesting’ was the highest factor among experiential value, respectively. Third, age of the Nike Women runners could influence the feelings of experiential marketing. Fourth, age and occupation of the Nike Women runners could influence the feelings of experiential value. Fifth, there were significant positive relationships between experiential marketing and experiential value in Nike Women runners. And the factors of experiential marketing: ‘Relate’, ‘Think’, ‘Feel’, ‘Sense’ had more relationships between the factors of experiential value: ‘interesting’ and ‘service excellence’. Suggest the related association to hold female-running competitions continuously to increase the willingness of different people to join the competition. Focus on the ‘Relate’ method of experiential marketing among the event, to increase ‘interesting’ experiential value of the participants. And use more experiential marketing methods to increase the experiential values of participants.
Key words: Nike Women, Experiential marketing, Experiential value
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