| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 105 === Since the past, sporting goods are in the form of stores in the industry, and Decathlon to store business strategy to change the sporting goods industry type. How to get into the store to increase the purchase intention, or cross-selling way to replace the purpose of buying, so Decathlon in the business strategy to join the experience marketing.
This study is based on "Customers who have completed the consumer experience at Decathlon". To explore the relationship between experiential marketing, brand image and willingness to buy, and to Decatur as an example.
The results show that experiential marketing will enhance the willingness of consumers to buy, which brand image in the experience of marketing and purchase will be between the intermediary effect.
Therefore, this study puts forward the improvement measures and suggestions, the success of the experience marketing will directly affect the brand image and purchase intention, so the comprehensiveness and diversity of the design experience is a part that we need to pay attention. When the consumers receive The stimulus is more diverse and positive, will help enhance the brand image and purchase intention.
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