The Study On The Influence Of Experiential Marketing On Consumer Purchase Intension In Terminal Mobile Industry

Presently, experiential marketing has been well known by folks. In some industries, likecosmetics, daily necessities, these enterprises are using the method of experience marketing inmarketing promotion at the early stage, and have accumulated greatly abundant experiences.However, compared with other mature areas in experiential marketing, owing to some constraints ofthe industry particularity, the theoretical study and practical exploration lack relatively deepempirical research in mobile terminal industries.So the area of experiential marketing is worth dosome in-depth research. From the angle of customers, this study explores effects and significance ofthe experience marketing used “apple” success model for reference, through a way combined boththeoretical and empirical research.This paper combines qualitative methods with quantitative methods. Based on the formerempirical studies, this article firstly summarizes and combs the relevant theoretical knowledge.Then, the author chooses mobile phone as a research object and proposes questionnaire survey oncustomer.After the reliability and validity analysis,the study finally conducts variance analysis andstructural equation modeling analysis through statistical analysis software such as Spss17.0Amos17.0,and gets the following conclusions:(1)five dimensions of m-terminal experientialmarketing have direct significant effect on customer purchase intention;(2)customer value has directsignificant effect on customer purchase intention in the m-terminal experience;(3) customer valueplays a partial intermediary role between m-terminal experiential marketing and customer purchaseintention;(4)sense experience,feel experience,act experience and relate experience have directsignificant effect on customer value in the five different types of experiential marketing,and thinkexperience has no direct significant impact on customer value;(5)Individual variables exertsignificant impact on certain variables in the model.Lastly, based on the results of empirical test, this paper puts forward some reasonable proposalsand strategies in order to enhance customer value and promote customers buying willingness.