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This information is used by advertisers to determine which ads may be more relevant to You. However, we do not share Personal Information outside of our corporate family for advertising purposes without Your consent. A higher degree of customer satisfaction will lead to higher customer purchase intention, positive public praise, greater competitive advantages, and higher market share 1, Purchase intention means the likelihood that a consumer will buy a particular product; the higher the purchase intention, the greater the purchase probability 8, Furthermore, establishing a good relationship with customers to promote customer purchase intention is the most important task for industries in marketing 2.

Through experiential marketing strategies, if customers actually experience products, their intent to actually purchase the exhibited products is usually also increased Through sensory and emotional experiences, consumers are both directly or indirectly influenced which, in turn, increases the likelihood of customer purchase intention.

Customer satisfaction is the main factor influencing consumer behavior To maintain sustainable development on the market, modern enterprises should increase their profits mainly by increasing customer purchase intention Therefore, through the techniques, assessments and applications of experiential marketing, exhibitors can determine whether the real effect and performance of experiential marketing are helpful in promoting consumer purchase intention.

Several scholars, including Hsieh and Li , Blackwell, R. F , and Holbrook indicate that there is a positive correlation between experiential marketing and purchase intention.

These findings show that through experiential marketing, customers attending bicycle product exhibitions can provide immediate feedback on the products on display at these venues. Based on the literature review, experiential marketing can certainly establish an interactive relationship between customers and service personnel at exhibitions, and customers are more likely to have positive evaluations of these products.

Consequently, this research sets out three hypotheses as follows: There is a significant difference in experiential marketing across different demographic variables. There is a significant correlation between experiential marketing and the purchase intention of customers participating in exhibitions. Experiential marketing has a significantly positive relationship and influence on purchase intention. The investigation of this study lasted for four days, from March 17th, to March 20th, Then, the researcher conducted convenience sampling, selecting questionnaires for research investigation.

Research Instruments There were three research instruments used in this study. The first instrument was personal information including gender, age, marital status, education level, monthly income, residence, and so forth.

The experiential marketing scale of this study included 14 questions on five experiential attributes: To ensure that the scales used in this study were consistent, efficient, and suitable, a validity and reliability analysis was implemented after the scales were gathered. Concerning the validity analysis, the questionnaires were created based on the theories and measurement instruments of Huang 11 and Hsu Then, the questionnaires were examined by scholars and experts, and a factor analysis was conducted to increase the efficiency of the content, thus building the content validity of the questionnaires.

The factor analysis showed that the cumulative explained variance of both experiential marketing and purchase intention are up to Hence, the measurement instruments used in this study meet the expected standards of validity. Both scales have an overall internal consistency up to. Number of Observations This study adopted a more conservative method under the restriction of accuracy and reliability. Differences in overall experiential marketing of potential consumer from different demographics were examined by an independent sample T test and a one-way ANOVA.

Furthermore, a one-way ANOVA was conducted to examine differences in all attributes of experiential marketing across customers with different backgrounds, as can be seen in the Table 1. Analysis of variance assessing differences in the five attributes of experiential marketing across customers with different backgrounds. Correlation Analysis between Experiential Marketing and Customer Purchase Intention This study implemented a Pearson correlation coefficient to analyze the correlation among the averages of each variable.

The overall correlation between experiential marketing and purchase intention reached a significant level, as can be seen in Table 2. There was a moderate positive correlation between most of the five attributes of experiential marketing and purchase intention, as can be seen in Table 3. Correlation between purchase intention and the five attributes of experiential marketing. Table 3 showed that the higher the experiential evaluation those customers obtained from the Taipei International Sports Cycle Show, the higher their purchase intention would be.

Customers gave a fairly high evaluation of the perception and reaction to this exhibition. Regression Analysis of Purchase Intention on Experiential Marketing This study aims to investigate whether an experiential marketing method will be transferred to customer purchase intention of a certain product.

As already mentioned before, a significant barrier for many e-commerce transactions is that of perceived risk. Andrew and Boyle supported the view of Mitchell on the power of perceived risk, saying that consumers often rather try to avoid mistakes by not taking a risk than to maximise utility when making a purchase.

That means that even when consumers believe that they could take a benefit from shopping online like for instance cost-savings, they could yet refuse to use it, if they perceive the Internet to be a risky medium for shopping purposes. Regarding the uncertain context of online retailers, it is obvious that purchasing online can be perceived as risky.

The characteristics of the online environment and the entailed uncertainty of an open infrastructure for transactions have made risk an unavoidable part of e-commerce Pavlou, Online transactions are much more anonymous and impersonal, therefore building trust to minimise risk is crucial for online vendors to succeed and to be adopted by consumers. Consumers have to rely on what they see as they have to come to a purchase decision based on the information they get on the website of the online retailer.

Thus, the higher the trust a consumer has in a website, the lower the barrier of a consumer to make a purchase Barnes and Chen, Privacy issues are high barriers for consumers to make use of online services as they are not willing to give up full control regarding their own behaviour.

Internet transactions are operated over a public domain and issues such as network security, transactional privacy and security can lead to high concerns of consumers due to a loss of control. Moreover, privacy policies of online retailers can vary widely, from those who use collected data only for internal purposes to those who sell customer information Grewal et al. Consumers want to fully understand for what purposes data is collected, how long it will be recorded and if there are any consequences Pikkarainen et al.

This is due to non-transparent web site policies often not possible. Perceived risk of online shopping is very different from that of traditional shopping. However, the perception of risk is not the same for all consumers. When scholars refer to the risk involved in Internet shopping, they talk about the perceived risk rather than the objective risk.

Consumers normally decide intuitively whether something is risky or not. This judgement is normally affected by previous experience, the price of the purchase or the level of involvement and can therefore vary significantly from one person to another Harridge-March, While some buyers find e-commerce risky and perceive it as an impractical way of buying, others value the advantages of e-commerce for their shopping purposes such as the ease of information searching and of comparing prices and products Martin and Camarero, As with the traditional way of shopping it is important for marketers to gain satisfaction and trust in the online context.

Online retailers have to create trust to develop their commerce and the loyalty of consumers. This however is more difficult than in an offline context. First of all, online retailers have to face fierce competition as consumers have a large choice between alternatives and can easily switch from one web store to another that offers the same or similar products.

Competition does not longer only come from a store around the corner, but from thousands of online stores from all over the world Solomon et al, Aspects such as web site quality, customer service and satisfaction with previous online shopping experiences, are crucial in decreasing the risk that consumers may perceive online Martin and Camarero, Another problem that is associated with shopping online is that it does not offer the shopping experience that the traditional way of shopping does.

Many people regard shopping, especially shopping for clothing, as a leisure activity and value social interaction and the experience aspect Dennis et al.

In agreement with this, Hansen and Jensen state that shopping acts that are related to clothing, are often experienced as a fun activity and consumers may not want to give up this shopping experience that they get when they buy clothing in a traditional way. According to Brown et al. The link between shopping experience and online shopping will be further discussed in the chapter about product involvement.

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The publishing website GRIN. Register or log in. Our newsletter keeps you up to date with all new papers in your subjects. Request a new password via email. Conclusion and recommendations 6. Descriptive Statistics List of Figures Model 1: Technology Acceptance Model Figure 1: Age groups of the sample Table 1: Gender and age groups of the sample Figure 2: Frequency of Internet use for private purposes Chart 1: Online clothing purchases in the last year Chart 2: Online purchases in the last year Chart 3: Intention to purchase clothing online in the near future Table 2: Association between gender and online clothing purchases Table 3: Association between gender and online clothing purchases Table 4: Association between gender and intention Table 5: Association between gender and intention Table 6: Correlation between intention, prior online purchases and prior online clothing 32 purchases Table 7: Correlation between intention and perceived usefulness Table 8:

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The purchase experience itself, did not have phd direct effect on purchase intention but demonstrated a significant positive and indirect effect on purchase intention. Perceived risk PR was the third most thesis factor in this study.

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Intention was the only construct thesis showed a significant positive and direct effect dissertation purchase intention with no indirect effect involvement. Customer experience CE was the second most important factor in this study.

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Thesis writing help uk lawyer - thesis purchase intention. Football Fields. Soccer Fields. Specialty Services. So a femili dessa vez!!!!! essay on visual arts. an essay about an act of kindness. history of bridges essay writing. Essay on importance of games in our daily life. "THE IMPACT OF CONTENT MARKETING ON ATTITUDES AND PURCHASE INTENTIONS OF ONLINE SHOPPERS: THE CASE OF VIDEOS & TUTORIALS AND USER GENERATED CONTENT" By Patricia Raquel Vasques Milhinhos This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing.