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https://rsuir-library.rsu.ac.th/handle/123456789/1340| Title: | A study of an impact of virtual experience marketing on customers' purchase behaviors : a case study of a cat café |
| Other Titles: | 虚拟体验营销对消费者购买行为影响研究 ——以猫咪咖啡厅为例 |
| Authors: | Meng Luo |
| metadata.dc.contributor.advisor: | Jiang Hai Yue |
| Keywords: | Consumer behavior -- Case studies;Marketing -- Technological innovations;Motivation research (marketing) |
| Issue Date: | 2022 |
| Abstract: | 随着中国消费市场的不断成熟和消费者购买能力的提升，互联网科技、直播 事业带货以及短视频的快速发展，面对日益激烈的市场、企业之间的竞争，商家 们纷纷开始寻找竞争新的突破口，吸引年轻群体进行消费。本文通过对猫咪咖啡 厅的消费者做了问卷调查，结合营销学和消费者购买行为中的理论，分析得出了 虚拟体验营销构成要素，分别是：感官体验、服务体验、情感体验、互动体验、 产品体验、价值观因素、情感因素、认知因素。同时运用回归方程进行数据分析， 发现八个变量均对消费者购买行为均有显著的正向影响。结合实证研究结果发 现，互动体验、产品体验、服务体验的影响程度较高，基于研究结果，猫咖啡厅 可以采用不同角度的虚拟体验营销方案，获得有效的营销结果 |
| metadata.dc.description.other-abstract: | With the growth of China's consumer market and the improvement of consumers' purchasing power as well as the rapid development of Internet technology which brings out live broadcast delivery and short videos and triggers the competition among enterprises, businesses have begun to look for new breakthroughs in the competition in order to attract young people. Based on the questionnaire survey of cat café consumers and the theories of marketing and consumer buying behavior, this thesis analyzes the elements of virtual experience marketing including sensory experience, service experience, emotional experience, interactive experience, product experience. consumer values, affective factors, and cognitive factors. In this study, the regression equation is used to analyze the data, and the analysis shows that eight variables have significant positive effects on consumers' purchasing behavior. Combined with empirical research results, it is found that interactive experience, product experience, and service experience have higher effect degree than other elements. It can be concluded that the cat café can adopt virtual experience marketing programs from different angles to obtain effective marketing results |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/1340 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| MENG LUO.pdf | 1.72 MB | Adobe PDF | View/Open |
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