The Effects of Product Characteristics, Promotion Strategy and Experiential Marketing on Purchase Intention- A Case of CPBL

• Main Authors: CHENG, GUANG-CHONG, 程廣銃
• Other Authors: TSENG, CHIH-HUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/52wd7a

碩士 === 國立屏東大學 === 企業管理學系碩士班 === 108 === 　　As leisure choices are getting more and more, so viewers of CPBL has not increased. the research subject watched baseball game before and didn't go to watch baseball game of CPBL over 4 times in 2 years. 　　The research samples uses questionnaire and online-survey. A total of 133 questionnaires. The questionnaires were 70. The online questionnaires were 63. The recycling ratio was 100%. The ineffectiveness questionnaires were 16. The effective questionnaires were 117. The effective questionnaire rate was 88%. 　　The research result:(1) An obvious positive relationship exists between product characteristics and purchase Intention.(2) An obvious positive relationship exists between promotion strategy and purchase intention. (3) An obvious positive relationship exists between experiential marketing and purchase intention. This result will provide research or application to the researcher.