The Effects of Experiential Marketing on Usage Intention of Travel Mobile Application

• Main Authors: Jui-Chi Chung, 鍾睿麒
• Other Authors: Yi-Fen Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3d87tb

碩士 === 中原大學 === 國際經營與貿易研究所 === 104 === App has become an essential information mediums for smart mobile users. Mobile media possesses featured individuality and demassification, also led to the extension of mobile Ads, marking and business. In the past 3 years, as the rapid spread of smart mobile devices, variety innovation of mobile content and service speed up. When the two-day weekend has been implemented, people considered travel to be important. Their lives have been inseparable with smart mobile devices. Users surf online, search travel information, chat with friends, play games and read news through App. The chain of App industry and services have been structurally transformed. In the past, many studies have investigated travel site, few discuss deeply users’ mental and active use intention on travel mobile application. In the light of this, the objectives of this study are experiential marketing affecting use intention of travel mobile application through flow theory; interactivity, location based service and information quality affect use intention of travel mobile application through flow theory and trust. This study involved 450 people from Taiwan through online survey and used structural equation mode. The results showed experiential marketing, interactivity, location based service and information quality have positive effect significantly on flow theory and trust. And, flow theory and trust have positive effect significantly on use intention. And the results can be applied to travel mobile application operators.