本文選題：體驗(yàn)式營銷 + 顧客體驗(yàn)�。� 參考：《中國流通經(jīng)濟(jì)》2015年10期

【摘要】：本文以在網(wǎng)上購買機(jī)票的旅客為研究對(duì)象開展實(shí)證研究,檢驗(yàn)了感官、情感、思考、行動(dòng)和關(guān)聯(lián)等5種體驗(yàn)式營銷要素與顧客在線行為的關(guān)系。結(jié)果表明,感官、情感和關(guān)聯(lián)正向影響顧客的在線瀏覽意愿和在線購買意愿;在線瀏覽意愿和在線購買意愿正向影響顧客忠誠;價(jià)格導(dǎo)向正向調(diào)節(jié)虛擬體驗(yàn)式營銷要素與在線瀏覽意愿、在線購買意愿的關(guān)系;便捷導(dǎo)向正向調(diào)節(jié)虛擬體驗(yàn)式營銷要素與在線購買意愿的關(guān)系。在此基礎(chǔ)上,為航空公司和機(jī)票代理人線上機(jī)票銷售的體驗(yàn)式營銷戰(zhàn)略制定和實(shí)施提供一定的理論指導(dǎo)與管理建議。
[Abstract]:In this paper, the empirical study is carried out to examine the relationship between the five experiential marketing elements, sensory, emotional, thinking, action and relevance, and the online behavior of customers. The results show that sensory, emotional and relevance positively affect customer's online browsing intention and online purchase intention, and online browsing intention and online purchase intention positively affect customer loyalty. Price orientation positively adjusts the relationship between virtual experience marketing elements and online browsing intention and online purchase intention, while convenient orientation positively adjusts the relationship between virtual experience marketing elements and online purchase willingness. On this basis, it provides some theoretical guidance and management suggestions for the development and implementation of experiential marketing strategy for airline and air ticket agents.
【作者單位】： 中國民航大學(xué)經(jīng)濟(jì)與管理學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目“以遷移性和交互性分離為特征的現(xiàn)代服務(wù)業(yè)全球營銷戰(zhàn)略研究——兼及在中國的管理實(shí)踐”(項(xiàng)目編號(hào):71172069) 中央高�；究蒲袠I(yè)務(wù)費(fèi)專項(xiàng)資金項(xiàng)目“我國航空公司基于大數(shù)據(jù)的開放式創(chuàng)新戰(zhàn)略匹配與戰(zhàn)略選擇研究”(項(xiàng)目編號(hào):3122015D017)的資助
【分類號(hào)】：F274;F713.36

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 蔣松;;體驗(yàn)式營銷 魅力四射[J];現(xiàn)代營銷(經(jīng)營版);2008年06期

2 李燕燕;;淺析體驗(yàn)式營銷[J];時(shí)代經(jīng)貿(mào)(中旬刊);2008年S7期

3 李文t，

本文編號(hào)：1912846