|摘要: ||在網路發展下的幾十幾年，網路已經融入每個人的生活中，網購各種商品已是稀鬆平常的事情，尤其近年來，因行動裝置的掘起也帶動新起的網購戰局，但在購買前(尤其是高單價3C產品)民眾往往會先參考他人的使用狀況和評價來當作購買前的依據，這也產生了所謂的展示廳現象(Show rooming)和反展示廳現象 (Web rooming)的一種新型態購買模式，因此如何讓消費者能在網路上就能夠擁有像是實際體驗的感受就顯得相當重要，而體驗行銷即是一關鍵。|
After decades of development under the network, internet has been integrated into the lives of everyone, all kinds of net purchase of goods are also just a normal thing, In recent years, the rise of mobile devices lead to the new business opportunities, but before purchasing(especially in high-priced products), people tend to make reference of others evaluation as the basis for pre-purchase, this causes a new buying pattern that called “Show rooming” and “Web rooming”, therefore, it''s important to make consumers to feel real experience of shopping in the internet just like reality, “Experiential Marketing” is the key.
In the Era of the Internet of Things(IoT), just rely traditional marketing has been unable to meet today''s consumers and needs of commodity marketing, instead, experiential marketing try to extension the traditional marketing, not only pursuit in performance but also focused on consumers emotional demands, it allows consumers even can''t personally to use the product but still can increase their purchase intention. In this study, the website of Sogi as an example, to explore the users experiential marketing, perceived value, perceived risk, perceived quality and purchase intention in website of Sogi. For the users who ever used the website of Sogi, through relevant literature and adopted the questionnaire, 238 valid questionnaires were been collected.
The results show, perceived value and perceived quality have higher explanatory in mediation and purchase intention, especially the perceived quality is the greatest influence for the users, perceived value is the second. Therefore, for the perceived quality, recommend related sites can be used with Strategic Experiential Modules to pursue the site quality(it includes stability and page design) and be a professional and authoritative as target, using this standard to measure product, so that will be able to make the user feel trust and authority; For the perceived value, can be used with Strategic Experiential Modules to strengthen interaction with the user, create more sensory experience of the user as well as more diversified user experience.