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題名:消費情境、體驗行銷與廣告態度對購買意願之研究-以S寢飾為例
作者:謝足芳
作者(外文):HSIEH,TSU-FANG
校院名稱:國立彰化師範大學
系所名稱:財務金融技術學系
指導教授:謝企榮
學位類別:博士
出版日期:2022
主題關鍵詞:寢飾消費情境體驗行銷廣告購買意願beddingconsumption situationexperiential marketingadvertisingpurchase intention
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:2
摘要
本研究主要係以S公司自行設計、開發、生產的寢飾用品為例,及對於顧客背景特性、體驗行銷、消費情境、廣告對購買意願為研究主題,進一步瞭解顧客是否會因消費情境的差異,進而提升顧客的滿意度、增加未來到店體驗、增加購買更多寢具商品的意願,因而進行本研究。更期望能藉由本研究,更加了解顧客對於寢具用品的看法與期望,希冀日後得以提供商家建議參考與營運策略之修正。
關鍵字:寢飾、消費情境、體驗行銷、廣告、購買意願
Abstract
The study mainly takes the bedding products designed, developed and produced by S company as an example, and the research topics of customer background characteristics, experiential marketing, consumption situation, and advertisement's purchase intention to further understand whether customers will be affected by the difference in consumption situation to improve customer satisfaction, increase future in-store experience, and enhance the willingness to buy more bedding products, so this study is carried out. It is expected that through this research, we can better understand customers' views and expectations on bedding products, and hope to provide business suggestions and revisions to business strategies in the future.
Keywords: bedding, consumption situation, experiential marketing, advertising, purchase intention
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