The Study of the Relationship among the Experiential marketing Experiential values and Purchase intensions for the Customers of the Taipei International Cycle Show

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题名:	The Study of the Relationship among the Experiential marketing Experiential values and Purchase intensions for the Customers of the Taipei International Cycle Show
作者:	Ming-Jen,Li
贡献者:	Department of Leisure and Recreation
关键词:	Experiential marketing;Experientialvalues;Purchase Intersions;marketing
日期:	2010
上传时间:	2010-11-07 09:43:01 (UTC+0)
出版者:	Asia University
摘要:	The subject of this study is Taipei International Cycle Show and questionnaires were answered by the customers of the Taipei International Cycle Show. Among the 622 mailed questionnaires, 602 were valid, resulting a 95% response rate, which was high. The purpose of this study was to explore the relationship between the involvement and satisfaction of the customers in Taipei International Cycle Show. Reserch tools were analyzed by SPSS12 software package. Through descrpitive statistics, t-statistics, one-way ANOVA, regression analysis and heierartical regression analysis, the results we find are as follows： 1. For the degrees of experiential marketing between the customers with different demographic variables, the significant differences only appear on sex, age, level of education, and monthly income. 2. For the degrees of experiential value between the customers with different demographic variables, the significant differences only appear on age, level of education, and monthly income.3. There exists a positive relationship between experiential marketing and experiential marketing of the customers of Taipei International Cycle Show. 4. Experiential marketing has significant positive effect on purchase intensions.
显示于类别:	[休閒與遊憩管理學系] 博碩士論文

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