A study of consumer consumption and consumption experience from an experiential marketing perspective -using the Eslite Bookstore in Taipei as an example

Huang, Chen Chi (2006) A study of consumer consumption and consumption experience from an experiential marketing perspective -using the Eslite Bookstore in Taipei as an example. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This study investigates and discusses consumer consumption and consumption experiences by utilizing the "Strategic Experiential Modules"(Schmitt 1999) in the context of Eslite Bookstore in Taipei.

The finding shows that consumers who go to Eslite Bookstore associate their consumption with their experiences. In addition, Sense, Feel and Think experiences are the main reasons why consumer chooses to go to Eslite Bookstore.

Next, as a whole, the Sensory and Feel experiences are the most impressive experiences in the context of Eslite Bookstore. Consumers enjoy sensory stimulations, perceive that Eslite Bookstore is a place that feeds their mood or emotion arousal requirements and praise Eslite's efforts for designing their promotions and activities but they are also lack of physical participation and mental connection with Eslite Bookstore.

Thirdly, among all experience providers, experience providers related to the sensory stimulation, such as the spatial environment enhance all experiences.

Taken together, these findings highlight that consumer indeed associate consumptions with their experiences but not all experiences are enhanced by experiential marketing in the context of Eslite Bookstore.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 07 Feb 2007
Last Modified: 23 Oct 2016 08:14
URI: http://eprints.nottingham.ac.uk/id/eprint/20427

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