| Summary: | 碩士 === 國立成功大學 === 電信管理研究所 === 104 === Nowadays, consumers not only emphasize on the quality of products, but also want to get different consumer experiences from retail sitting. Therefore, more and more brands start to use Experience Marketing to their physical store. These kinds of stores are called “Experience Store”. Comparing to traditional stores, the core value of experience store is to increase brand awareness, brad spirit and band image. Companies want to use experience store to give consumers the whole new shopping journey. They also hope consumer who have been to experience store will buy their products in the future.
Considering about the brand awareness, industry variety and condition of experience store’s definition, this research choose five brands to investigate, they are Apple, SONY, Xiaomi, Gogoro and Nike. This research wants to know the impact of experiential providers to experiential value and whether experiential value have impact to brand preference and purchase intention. On the other hand, this research also joins the interference of different degrees of experience motivation, which are product-oriented motivations and experiential orientation.
From the result, findings are the following：
1. For experiential providers, service people have the most significant impact to experiential value.
2. In experiential value, the factor of aesthetic has the most significant impact to brand preference, and the second one is service excellent.
3. In experiential value, the factor of efficiency has most significant impact to purchase intention, and the second one is Aesthetic.
4. Different degrees of experience motivations will interfere the impact of experiential providers, experience value, purchase intention and brand preference.
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