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研究生:劉筑綺
研究生(外文):Chu-Chi Liu
論文名稱:VirtualExperientialMarketingonOnlinePurchaseIntention
論文名稱(外文):Virtual Experiential Marketing on Online Purchase Intention
指導教授:陳家祥陳家祥引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:95
中文關鍵詞:experiential marketingOnline shopping experienceOnline purchase intentionE-loyaltyand Online games
外文關鍵詞:experiential marketingOnline shopping experienceOnline purchase intentionE-loyaltyand Online games
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This research is to investigate the effects of the “virtual experiential marketing elements”. In the study, the concept of experiential marketing is adopted for virtual environment practices. Characteristics of virtual experiential marketing are discussed and its elements are identified as sense, interaction, pleasure, flow, and community relationship.
A primitive research framework is provided and it depicts the relationships among variables. It was proposed that there is positive impacts of virtual experiential marketing on Online browse intention and Online purchase intention. Moreover, other variables – shopping orientations, prior purchase, and information technology (IT) usage level are brought to discuss their moderating effects between the impacts of virtual experiential marketing on Online browse intention and virtual experiential marketing on Online purchase intention. An empirical study was conducted through a questionnaire development composed of virtual experiential marketing elements and 1052 samples were collected eventually. The main effect of the research is examined by means of AMOS 5.0 and the moderating hypotheses are tested by utilizing SPSS 12.0.
The results of the data analysis show that the virtual experiential marketing elements can really affect the Online browse intention and Online purchase intention positively except the “sense”; furthermore, they have an indirect impact on the E-loyalty. In addition, there are, by all means, several factors verified to serve as moderating roles in the relationship between the virtual experiential marketing elements and Online browse intention and between the virtual experiential marketing elements and Online purchase intention.
This research is to investigate the effects of the “virtual experiential marketing elements”. In the study, the concept of experiential marketing is adopted for virtual environment practices. Characteristics of virtual experiential marketing are discussed and its elements are identified as sense, interaction, pleasure, flow, and community relationship.
A primitive research framework is provided and it depicts the relationships among variables. It was proposed that there is positive impacts of virtual experiential marketing on Online browse intention and Online purchase intention. Moreover, other variables – shopping orientations, prior purchase, and information technology (IT) usage level are brought to discuss their moderating effects between the impacts of virtual experiential marketing on Online browse intention and virtual experiential marketing on Online purchase intention. An empirical study was conducted through a questionnaire development composed of virtual experiential marketing elements and 1052 samples were collected eventually. The main effect of the research is examined by means of AMOS 5.0 and the moderating hypotheses are tested by utilizing SPSS 12.0.
The results of the data analysis show that the virtual experiential marketing elements can really affect the Online browse intention and Online purchase intention positively except the “sense”; furthermore, they have an indirect impact on the E-loyalty. In addition, there are, by all means, several factors verified to serve as moderating roles in the relationship between the virtual experiential marketing elements and Online browse intention and between the virtual experiential marketing elements and Online purchase intention.
ABSTRACT Ⅱ
Acknowledgement Ⅲ
Table of Contents Ⅴ
List of Tables Ⅷ
List of Figures Ⅸ
Chapter 1 Introduction 1
1.1 Research Background and Motivations 1
1.2 Research Purpose 3
1.3 Research Procedure 5
Chapter 2 Literature Review 6
2.1 Experiential Marketing 6
2.1.1 Definitions and Terminologies with Similar Meanings 6
2.1.2 Issues Related 7
2.2 Online Shopping Experience 11
2.2.1 Origins 11
2.2.2 Definition of Online Shopping Experience 11
2.2.3 Related Researches 12
2.3 Online Purchase Intention 13
2.3.1 Definition of Online Purchase Intention 13
2.3.2 Issues Related 14
2.4 E-loyalty 15
2.4.1 Definitions of Loyalty 15
2.4.2 Definition of E-loyalty 16
2.4.3 Behavioral Consequences of E-Loyalty 17
2.4.4 Related Issues of E-Loyalty 18
2.5 Online Games 19
2.5.1 Introduction and Definition of Online Games 19
2.5.2 Features of Online Games 20
Chapter 3 Research Framework and Hypotheses 22
3.1 Research Framework 22
3.2 Operational Definitions 23
3.2.1 Virtual Experiential Marketing Elements 24
3.2.2 Online Browse Intention 28
3.2.3 Online Purchase Intention 28
3.2.4 E-Loyalty 28
3.3 The Correlations of Constructs and Hypotheses 28
Chapter 4 Research Methodology 35
4.1 Instrument Design and Measures 35
4.1.1 Instrument Design 35
4.1.2 Measures 36
4.2 Data Collection and Sample 38
4.2.1 Procedures 38
4.2.2 Sample characteristics 39
4.3 Analysis Method 39
4.3.1 Descriptive Statistics 40
4.3.2 Exploratory Factor Analysis (EFA) 40
4.3.3 Reliability Test (α) 40
4.3.4 Validity Test 40
4.3.5 Correlation Analysis 40
4.3.6 Structural Equation Model (SEM) 41
4.3.7 Regression Analysis 41
Chapter 5 Data Analysis and Result Discussion 42
5.1 Descriptive Statistics (Characteristics of the sample players) 42
5.2 Exploratory Factor Analysis and Reliability (α) 46
5.3 Validity Test 53
5.4 Means, SD, Correlations and Average Variance Extracted 54
5.5 Structural Equation Model (SEM) 56
5.5.1 The Structural Model 56
5.5.2 Hypothesis Testing 59
5.6 Moderating Effect Testing 62
5.6.1 The Moderating Effect of Price-Prientation 62
5.6.2 The Moderating Effect of Convenience-Prientation 64
5.6.3 The Moderating Effect of IT Usage 66
5.6.4 The Moderating Effect of Prior Experience 67
5.7 Summary of the Hypotheses Tests 69
Chapter 6 Conclusions and Suggestions 71
6.1 Discussion 71
6.1.1 The Effects of the Virtual Experiential Marketing Elements on Online Browse Intention 71
6.1.2 The Effects of the Virtual Experiential Marketing Elements on Online Purchase Intention 72
6.1.3 The Effects of Online Purchase Intention and Online Purchase Intention on E-loyalty 73
6.1.4 The Moderating Effects on the Relationship between Virtual Experiential Marketing Elements and Online Browse Intention and the Relationship between Virtual Experiential Marketing Elements and Online Purchase Intention. 73
6.2 Managerial Implications 74
6.3 Limitations 75
6.4 Future Research 76
References 77
Appendix 1-- Questionnaire 87
Appendix 2– Questionnaire (Chinses Version) 92
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