The Influence Of Experiential Marketing On Customers' Purchase Intension Under Different Customer Value Tendency

In the 21st century, experiential economy begins to ascended the stage of history slowly. Its arrival is actually a kind of rebel to traditional economies of scale and commercialization. Because today's consumers want more than just the goods or services, but also to get the sensual enjoyment and unforgettable pleasure through the consumption of the product or service. Based on this, experiential marketing comes into being. As a new method of marketing, experiential marketing pays its attention to customers' experiences including senses, feel,think, act, relate and evokes customers' potential demands or even generates purchase behavior through multi-stimulations and experiential designs. In recent years, experiential marketing has achieved remarkable results in many industries, making it more and more the focus of people's concerns. The competition in Automobile industury has become increasingly fierce, so the operators have to change the traditional marketing methods and make great efforts to create a good experiential process so as to improve customers' satisfaction and purchase intention. Therefore, the main purpose of this study are listed as the following four aspects:first, to learn in the process of purchasing a car, consumer experiences are composed of what kind of factors and dimensions. Second, to explore whether the consumer experiences have a significant effect on their satisfaction and purchase intentions. Third, to explore consumer values includes what kind of dimensions for automobiles. Fourth, to study under different customer value tendency, the experiential marketing effects its satisfaction in which way and direct.From the theoretical perspective, previous studies have mostly been confined to leisure and entertainment industry and explore the relationship among experiential value, customer satisfaction, brand image, consumer purchase behavior. This paper makes automobile consumption industry as the research object and extracts dimensions of experience and customer values orientations in the cars' purchase process. Further more, customers value tendency is acted as an adjustmental variable to explore different value tendency's interference effects on customers' satisfaction and purchase intension. From a practical sense, these studies can be used to provide some comments and suggestions for car distributors on how to better attract target customers and to increase their willingness to buy.In this study, the author chooses Hyundai brand's Elantra as a research object and proposes questionnaire survey on Elantra's target consumers. In the end, a total of 188 valid questionnaires are obtained. After the reliability and validity analysis, the study finally adopts the structural equation modeling and multiple regression analysis to have empirical researchs on the assumptions and gets the following conclusions:In the relationship among customers'experience, satisfaction and purchase intention, the structural equation model is adpoted to fit to the three and finds that customer experience has obviously positive effects on the its satisfaction, and also has a positive effects on customers'willingness to buy. But the results show that customer satisfaction doesn't play an intermediary role between experience and purchase intention. In other words, a high degree of satisfaction does not mean that its purchase intension will also be high and low satisfaction may also bring high buying will. The customer's willingness to buy are influenced by many other unknown factors.The study of customer value tendency's moderating effects finds that:(1) the function values tendency plays a regulatory role beteween sensory experience,emotional experience and customer satisfaction respectively, and it also plays a regulatory role beteween sensory experience, emotional experience, action experience and customer purchase intention respectively; (2) the social value tendendy plays a regulatory role beteween emotional experience and customer satisfaction, and it also plays a regulatory role beteween sensory experience, emotional experience, related experience and customer purchase intention respectively; (3)the emotional value tendency plays a regulatory role beteween emotional experience and customer satisfaction, and it also plays a regulatory role beteween action experience, related experience and customer purchase intention respectively.This research is aimed to build a model of experiential marketing in the field of automobile consumption areas, which may have a positive sense in enriching the theory of experiential markerting and expanding the research scope of and depth in experiential marketing theory. At the same time, it can guide the car dealers from the point of consumers' view practically and provide consumers with a better experience so as to enhance their readiness to buy.