The Effect of Experiential Marketing and Experiential Value on Brand Attitude and Purchase Intention－A Case of ZARA Official Website

• Main Authors: CHAO, LI-CHAO, 趙立平
• Other Authors: LIN, YANG-CHU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/sdy5tm

碩士 === 東吳大學 === 企業管理學系 === 105 === Recently, online shopping has rapidly increased as an important market channel. In 2015, ZARA Official Website commenced business in Taiwan, and we wonder the experiences with the feeling and the emotion after people use this online store and how to impact consumer attitude. It’s become more and more important topic for enterprises, so we attempt to understand that the relationships among experiential marketing, experiential value, brand attitude and purchase intention from ZARA Official Website. Bases on these findings, we propose some managerial implications and suggestions. This study develops a reaserch model based on the experiential marketing by Schmitt (1999). Through SPSS for statistic analysis, the findings of the paper are as follows: (1) the relationships between website’s experiential marketing and the experiential value have significant positive effect. (2) The relationships between website’s experiential value and the brand attitude have significant positive effect. (3) The relationships between website’s experiential and the purchase intention have significant positive effect. (4) The experiential value have mediating effect between experiential marketing and brand attitude. (5) The experiential value have mediating effect between experiential marketing and purchase intention. Conclusively, our research results show that five above points all have significant positive effect and verify that the experiences are very important for ZARA Official Website or the relevant industries’ website.