Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree

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...

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Bibliographic Details
Main Authors:	SU,YING-XUAN, 蘇映瑄
Other Authors:	LAI,CHIH-CHAO
Format:	Others
Language:	en_US
Published:	2018
Online Access:	http://ndltd.ncl.edu.tw/handle/p4495p

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spelling	ndltd-TW-106YUNT06150152019-05-16T00:15:45Z http://ndltd.ncl.edu.tw/handle/p4495p Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree 電子口碑、體驗行銷、品牌形象、品牌忠誠度與購買意願-以Innisfree化妝品為例 SU,YING-XUAN 蘇映瑄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. LAI,CHIH-CHAO 賴志超 2018 學位論文 ; thesis 60 en_US
collection	NDLTD
language	en_US
format	Others
sources	NDLTD
description	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.
author2	LAI,CHIH-CHAO
author_facet	LAI,CHIH-CHAO SU,YING-XUAN 蘇映瑄
author	SU,YING-XUAN 蘇映瑄
spellingShingle	SU,YING-XUAN 蘇映瑄 Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree
author_sort	SU,YING-XUAN
title	Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree
title_short	Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree
title_full	Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree
title_fullStr	Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree
title_full_unstemmed	Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree
title_sort	electronic word-of-mouth, experiential marketing, brand image, brand loyalty, and purchase intention: a study of innisfree
publishDate	2018
url	http://ndltd.ncl.edu.tw/handle/p4495p
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Electronic Word-of-Mouth, Experiential Marketing, Brand Image, Brand Loyalty, and Purchase Intention: A Study of Innisfree

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