| Summary: | 碩士 === 國立雲林科技大學 === 應用外語系 === 106 === Owing to the impact of Korean drama and K-POP, Korean cosmetics in Taiwan are increasingly popular, also widely accepted by Taiwan consumers. With the increase in female consuming ability, the demand for cosmetics also increased, but how to attract consumers to buy their products cannot be ignored. In addition to through e-WOM / WOM, experiential marketing, how to retain the original customers, attract new consumers, the design of the appropriate brand image, and raise the purchase intention are also important.
In this study, I used an online questionnaire to survey and SPSS as a tool to analyze data, such as: descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis. The research aims to explore the relationship between e-WOM, experiential marketing, brand image, brand loyalty, and purchase intention.
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