Phd thesis on purchase intention
Seeking and getting information represent the intention and purchase behaviour (Lu, Zhao and Wang, 2010). Pavlou and Fygenson (2006) found that the intention to get information influences the purchase intention. They demonstrated that purchase intention is in the requirement cognition stage. It means they found consumers have the desire for a specific type of item but they do not sure which specific item to buy yet. Lu, Zhao and Wang (2010) found that purchase intention can result in actual purchase by searching for more information. They stated that when consumers have the intention for one product but have not decided to buy which type, they usually seek more information about this product. In this information search process, they gradually refine requirements and finally make the purchase decision. In order to measure the degree of purchase intention, the initiative of consumers to seek information about the product and brand is regarded as a criterion in this study. It is demonstrated as a survey question and the initiative of seeking information of this brand reflects the purchase intention.
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The meeting, incentive, convention, and exhibition (MICE) industry has gradually flourished. However, the market encountered at exhibitions has increasingly changed into the commercial buyers’ market. Through experiential marketing, the industry can enhance its contact and communication with potential customers by participating in exhibitions, and thus, increase customer intent to purchase for products highlighted and exhibited at this specific type of venue. In recent years, one industry, in Taiwan has used sports marketing through MICE as a platform to market sport bikes. Manufacturers and business owners alike used the exhibition to reach the potential customer base, and as a result, this study conducts a questionnaire-type survey at the Taipei International Sports Cycle Show. The main purposes of this study are to investigate the degree to which experiential marketing influences customer intent on purchase choices and to assess differences in experiential marketing across different demographic variables. The results of this study are as follows:
• There is a significant difference in experiential marketing across different demographic variables, including age, educational level and average monthly income.
• There is a significantly positive correlation between experiential marketing and the purchase intention of customers participating in exhibitions.
• All attributes of experiential marketing have a significantly positive influence on purchase intention.