The Influence of Experience of Exhibition on Experiential Quality, Emotion, Experiential Memory, Attitude and Loyalty Intentions from the Theory of Theater: An Example of Taipei Game Show.

• Main Authors: HUANG, JEN-CHIA, 黃任嘉
• Other Authors: Yie-Fang Kao
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/46610511633879496994

碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 104 === In the past, traditional economy focus on price, product features and looks has gradually transformed into the current experience economy. Consumers are concerned about the focal point is no longer just a product or service that is beyond both to felt a higher level of experience enjoyment. Businesses are more emphasis on consumers’ sentiments in the entire consuming situations to further create a memorable experience for customers to maintain a close relationship with customers. The study applied simple random sampling method, collecting questionnaires from the customers who was participated the Game Show to be engaged in experiencing. This study totally distributed 407 questionnaires, and 407 questionnaires were collected for final questionnaires. There are 402 valid questionnaires from all returned questionnaires. SPSS statistics software is utilized as analysis tool in the study. The results of study are as the following: 1.Experiential elements (environment atmosphere of internal exhibition, professional capability of exhibition staff, Exhibition activities attraction) positively affect experiential quality and emotion. 2.Experiential quality and emotion positively affect experiential memory, exhibition attitude and brand attitude. 3.Experiential memory positively affect exhibition attitude. 4.Exhibition attitude positively affect brand attitude and exhibition loyalty intention, but experiential memory has no significant effect on brand attitude. 5.Brand attitude positively affect exhibition loyalty intention and brand loyalty intention. 6.Exhibition loyalty intention positively affect brand loyalty intention, but exhibition attitude has no significant effect on brand loyalty intention. Therefore, this study is to take Taipei Game Show as an example, exploring the effects of experiential elements on experiential quality, emotion, experiential memory, exhibition attitude, brand attitude and loyalty intentions, so as to provide better evidence regarding the potential impact of experiential marketing on revenues for games industry.