English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 89327/119107 (75%)
Visitors : 23841300      Online Users : 125
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/38406
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/38406

    Title: 體驗行銷對網路商店女性顧客保留之影響
    The effect of experiential marketing on the retention of e-store female customers
    Authors: 邱祺馨
    Chiu, Chi Hsing
    Contributors: 管郁君
    Huang, Eugenia Y.
    Chiu, Chi Hsing
    Keywords: 體驗行銷
    Experiential Marketing
    Customer Retention
    Product Property
    Date: 2008
    Issue Date: 2010-04-08 16:24:59 (UTC+8)
    Abstract:   近年,網路商店如雨後春筍般興起,業者想在網路零售市場佔有一席之地並非易事,此種情況持續惡化是由於業者採用低價競爭策略所致,也使得網路商店之間的差異化程度消失殆盡。「體驗經濟」概念,根據顧客的慾望來營造體驗情境,提供業者一個可作為差異化基礎的思考方向。網路提供了多元的方式營造獨特的購物情境,當消費者沉浸於選購產品的樂趣中且內心需求被充分填滿時,將可提升消費者實際購買產品的可能性。


      E-stores are springing up quickly for the past decade, making it increasingly difficult for retailers to survive in the Internet retailing market. The situation is worsened by low-price competitive strategy. To online shoppers, the differences among e-stores are shrinking. Facing this difficulty of differentiating themselves, the concept of Experiential Economy seems to come to the rescue for online retailers, because it suggests creating differentiation through offering experiences according to customer desire. Internet is especially promising in the construction of unique shopping environment without incurring high cost. By satisfying the psychological needs of customers, retailers can expect to differentiate themselves and close more deals.

      Nowadays the use of Internet is equally popular between males and females. Survey data also showed that female online shoppers have increased in recent years. In addition, studies showed household purchasing decisions are largely undertaken by females. To strengthen their market advantage, retailers should pay more attention to female shoppers. Thus the purpose of this study is to examine which types of online experiences help to retain female customers more effectively.

      The experiential marketing construct of this study is based on Schmitt’s strategic experiential modules (SEMs). This study empirically examines the effects among the experiential marketing modules, product properties, and customer retention intensity. The results show that SENSE, THINK, ACT and SOCIAL modules have positive effects on customer retention. The effect of the ACT module is confirmed, although much weaker, while the effect of the FEEL module is not confirmed. As for the moderating effects of product properties between the experiential marketing modules and customer retention, the result does not confirm the moderating effect of the risk factor of product properties; however, the effort factor in the product properties has significant moderate effect between the THINK module and customer retention. It is very interesting to discover female customers’ experiential preference that is described in the THINK module, because intuitively male customers, rather than female customers, are perceived to exhibit such preference. To retain female customers, online retailers need to construct an experiential condition which is rich in new information and is appealing to consumers’ creative thinking.
    Reference: 一、中文部分
    資訊工業策進會(2007)。96年度電子商務法制及基礎環境建構計畫: B2C電子商店經營調查報告(編號:III9602-P304-023)。台北市:經濟部商業司。
    Abbott, L. (1955). Quality and competition: An essay in economic theory. New York, NY: Columbia University Press.
    American Marketing Association. (1948). Report of the definitions committee. Journal of Marketing, 13(2), 202-217.
    Andrews, L., Kiel, G., Drennan, J., Boyle, M. V., & Weerawardena, J. (2007). Gendered perceptions of experiential value in using Web-based retail channels. European Journal of Marketing, 41(5/6), 640-658.
    Aspinall, E., Nancarrow, C., & Stone, M. (2001). The meaning and measurement of customer retention. Journal of Targeting, Measurement and Analysis for Marketing, 10(1), 79-87.
    Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28(1), 95-108.
    Brakus, J. (2001). A theory of consumer experiences. Unpublished doctoral dissertation, Columbia University, New York, NY.
    Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11/12), 1666-1684.
    Bucklin, L. P. (1963). Retail strategy and the classification of consumer goods. Journal of Marketing, 27(1), 50-55.
    Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432.
    Chiang, Kuan-Pin., & Dholakia, R. R. (2003). Factors driving consumer intention to shop online: An empirical investigation. Journal of Consumer Psychology, 13(1/2), 177-182.
    Chyan, Yang., & Wu, Chia-Chun. (2007). Gender and Internet consumers' decision-making. CyberPsychology & Behavior, 10(1), 86-91.
    Cooper, D. R., & Schindler, P. S. (2006). Business research methods (9th ed.). New York, NY: McGraw-Hill.
    Copeland, M. T. (1923). Relation of consumers’ buying habits to marketing methods. Harvard Business Review, 1(3), 282-289.
    de Figueiredo, J. M. (2000). Finding sustainable profitability in Electronic Commerce. Sloan Management Review, 41(4), 41-52.
    Etzel, M. J., Walker, B. J., & Stanton, W. J. (2004). Marketing (13th ed.). Boston, MA: McGraw-Hill.
    Farag, S., Schwanen, T., Dijst, M., & Faber, J. (2007). Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping. Transportation Research Part A, 41(2), 125-141.
    Garbarino, E., & Strahilevitz, M. (2002). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57(7), 768-775.
    Girard, T., Korgaonkar, P., & Silverblatt, R. (2003). Relationship of type of product, shopping orientations, and demographics with preference for shopping on the internet. Journal of Business and Psychology, 18(1), 101-120.
    Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737-764.
    Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448-454.
    Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the Web: opportunities and challenges. Journal of Computer-Mediated Communication, 1 (3).
    Holbrook, M. B., & Howard, J. A. (1977). Frequently purchased nondurable goods and services. In R. Ferber (Ed.), Selected aspects of consumer behavior (pp. 189-222). Washington, DC: National Science Foundation.
    Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
    Holton, R. H. (1958). The distinction between convenience goods, shopping goods, and specialty goods. Journal of Marketing, 23(1), 53-56.
    Jones, T. O., & Sasser, W. E., Jr. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88-99.
    Kaish, S. (1967). Cognitive Dissonance and the classification of consumer goods. Journal of Marketing, 31(4), 28-31.
    Kiang, M. Y., Raghu, T. S., & Shang, H.-M. K. (2000). Marketing on the Internet- Who can benefit from an online marketing approach? Decision Support Systems, 27(4), 383-393.
    Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of Web usage. Journal of Advertising Research, 39(2), 53-68.
    Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Englewood Cliffs, NJ: Prentice-Hall.
    LaSalle, D., & Briton, T. A. (2003). Priceless: Turning ordinary products into extraordinary experiences. Boston, MA: Harvard Business School Press.
    Liao, Z., & Cheung, M. T. (2001). Internet-based e-shopping and consumer attitudes: An empirical study. Information & Management, 38(5), 299-306.
    Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. Journal of Marketing, 47(3), 9-20.
    Meyers-Levy, J., & Maheswaran, D. (1991). Exploring differences in males' and females' processing strategies. Journal of Consumer Research, 18(1), 63-70.
    Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which “Intenders” actually buy? Journal of Marketing Research, 29(4), 391-405.
    Murphy, P. E., & Enis, B. M. (1986). Classifying products strategically. Journal of Marketing, 50(3), 24-42.
    Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82(4), 729-754.
    Norris, R. T. (1952). The theory of consumer’s demand (Rev. ed.). New Haven, CT: Yale University Press.
    Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.
    Pine, B. J., II., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
    Pine, B. J., II., & Gilmore, J. H. (1999). The Experience Economy: Work is theatre & every business a stage. Boston, MA: Harvard Business School Press.
    Reichheld, F. F., & Sasser, W. E., Jr. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5), 105–111.
    Rodgers, S., & Harris, M. A. (2003). Gender and E-Commerce: An exploratory study. Journal of Advertising Research, 43(3), 322-329.
    Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748-757.
    Rosenberg, L. J., & Czepiel, J. A. (1983). A marketing approach for customer retention. Journal of Consumer Marketing, 1(2), 45-51.
    Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215.
    Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
    Schmitt, B. (1999a). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
    Schmitt, B. (1999b). Experiential Marketing: How to get customers to SENSE, FEEL,THINK, ACT and RELATE to your company and brand. New York, NY: The Free Press.
    Soopramanien, D. G. R., & Robertson, A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers” “ browsers” and “non-internet shoppers”. Journal of Retailing and Consumer Services, 14(1), 73-82.
    Van Slyke, C., Comunale, C. L., & Belanger, F. (2002). Gender differences in perceptions of Web-based shopping. Communications of the ACM, 45(8), 82-86.
    Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30-45.
    Wirtz, B. W., & Lihotzky, N. (2003). Customer retention management in the B2C electronic business. Long Range Planning, 36(6), 517-532.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095356012
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    601201.pdf102KbAdobe PDF784View/Open
    601202.pdf136KbAdobe PDF917View/Open
    601203.pdf150KbAdobe PDF945View/Open
    601204.pdf128KbAdobe PDF856View/Open
    601205.pdf502KbAdobe PDF836View/Open
    601206.pdf901KbAdobe PDF1226View/Open
    601207.pdf514KbAdobe PDF851View/Open
    601208.pdf445KbAdobe PDF862View/Open
    601209.pdf338KbAdobe PDF799View/Open
    601210.pdf181KbAdobe PDF1534View/Open
    601211.pdf380KbAdobe PDF1047View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback