The Effect of the Experiential Marketing on Online and Offline Channels

Abstract

According to institute for information industry e-commerce market value in Taiwan during 2015 could up to 1 69 trillion Beauty and fashion are the most popular categories Facing the blooming of online shopping dot-com company with larger scale had begun developing their click-and-mortar organization Besides in order to impress consumers experiential marketing is gradually applied in clothing and accessories dot-com companies There were wealth of literatures recommending the effectiveness of experiential marketing However there was no existing study to compare the effectiveness of five types of experiential marketing especially in different channels The purpose of this study is to understand the different application of experiential marketing in online and offline channels Therefore the authors first proposed different satisfactions among online and offline customers then realizing the different effectiveness of five types of experiential marketing on cognitive and affective satisfactions In addition the authors examined if these two kinds of satisfactions have different effectiveness on purchase intention and brand loyalty on online and physical situations separately Findings showed that all of the five types of experiential marketing are related to two kinds of satisfaction However for physical consumers affective satisfaction plays a main role which are more significantly related to sensory experiences and affective experiences Meanwhile for online consumers cognitive satisfaction is more important which are more significantly related to creative cognitive experiences and physical experiences And social-identity experiences are related to both affective satisfaction and cognitive satisfaction

Date of Award	2016 Jan 28
Original language	English
Supervisor	Meng-Kuan Lai (Supervisor)