| Summary: | 碩士 === 大葉大學 === 運動健康管理學系 === 106 === This study aims to understand the Behavior Intention of consumers in purchasing massage chairs, and through the comprehension of the relationship between the Theory of Planned Behavior and the Experiential Marketing, we can find out whether the Experiential Marketing Strategy has an impact on consumers. This research scope is set in the Taichung area and a self-designed questionnaire is used. The subjects of the test are those who intend to experience the massage chair, and consumers who have experienced but have not or have purchased one. Paper-based questionnaires are distributed among department stores, hypermarkets and stores of massage chairs. A total of 580 questionnaires are sent and recovered 562 valid questionnaires. Based on the statistical analysis of SPSS 19.0 and Amos, the results of the study are as follows:
1.According to the narrative statistics, most of the samples, about 45.4%, who have experienced the massage chairs, are in the department stores. And 31.7% of the samples may purchase a massage chair after experiencing it while 26% may not. This indicates that Experiential Marketing can really increase consumers’ behavior intentions. In addition, 36.5% of consumers may not buy one in the future even if there’ll be any promotion. The result shows that consumers’ intention to buy the product will decline when the time slips by. Even if there are promotions in the future, their purchasing will remain still low.
2.According to AMOS analysis results, the Behavior Attitudes and Subjective Norms of consumers in purchasing massage chairs have a direct and positive effect on Behavior Intentions, while Perceived Behavioral Control does not have any significant influence on Behavior Intentions.
3.After adding Experiential Marketing, it has a significant and positive impact on the overall Theory of Planned Behavior. That is, in addition to influence of Behavior Attitudes, Subjective Norms, and Perceived Behavioral Control on Behavior Intentions, it can also directly and positively influence consumers’ behavior intentions in purchasing massage chairs, and can effectively increase consumers’ purchasing intention.
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