A Study of Multi-Product Experiential Marketing – A Case of Cloud Marketing Machine

• Main Authors: Cheng,Jui-Chen, 鄭瑞甄
• Other Authors: Lee, Ching-Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/6u9nkn

碩士 === 國立臺北商業大學 === 企業管理系碩士班 === 105 === Following the advance of technology, the company can use the technology to realize the consumer demands. Vending machines in today’s society is very popular, in this study , Intelligent vending machines are modified to a new machine, it’s called Cloud marketing machine, the study is to investigate, through experiential marketing ,consumers using cloud marketing machine to get new products, analyzes machine, new products and the model process ,consumer’s reused intention of the cloud marketing machine and new product’s repurchase. We samples from the student of the NTUB, conducted paper questionnaires with 360 valid questionnaires , and analyzed them by SPSS22 and Smartpls3.0. The results show that machine’s sense, feel and act will positively influence consumers reused intention of the cloud machine, and the new product’s sense, feel and act will positively influence consumers repurchase. Through the cloud marketing model can attract the attention of consumers, and with high degree of repurchase intention and reused machine intention.