Exploring the Effectiveness of Relationship Marketing and Experiential Marketing
碩士 === 亞洲大學 === 經營管理學系 === 107 === This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt cont...
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ndltd-TW-107THMU04570192019-11-22T05:24:49Z http://ndltd.ncl.edu.tw/handle/yy953p Exploring the Effectiveness of Relationship Marketing and Experiential Marketing 探究關係行銷與體驗行銷之成效 Lin,Yan-Ting 林燕亭 碩士 亞洲大學 經營管理學系 107 This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention. fsQCA display that there are four causal configurations found to be sufficient for high purchase intention. Cheng,Cheng-Feng 鄭正豐 2019 學位論文 ; thesis 84 en_US |
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碩士 === 亞洲大學 === 經營管理學系 === 107 === This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention. fsQCA display that there are four causal configurations found to be sufficient for high purchase intention.
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Cheng,Cheng-Feng |
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Cheng,Cheng-Feng Lin,Yan-Ting 林燕亭 |
author |
Lin,Yan-Ting 林燕亭 |
spellingShingle |
Lin,Yan-Ting 林燕亭 Exploring the Effectiveness of Relationship Marketing and Experiential Marketing |
author_sort |
Lin,Yan-Ting |
title |
Exploring the Effectiveness of Relationship Marketing and Experiential Marketing |
title_short |
Exploring the Effectiveness of Relationship Marketing and Experiential Marketing |
title_full |
Exploring the Effectiveness of Relationship Marketing and Experiential Marketing |
title_fullStr |
Exploring the Effectiveness of Relationship Marketing and Experiential Marketing |
title_full_unstemmed |
Exploring the Effectiveness of Relationship Marketing and Experiential Marketing |
title_sort |
exploring the effectiveness of relationship marketing and experiential marketing |
publishDate |
2019 |
url |
http://ndltd.ncl.edu.tw/handle/yy953p |
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