|標題:||The Influences of Hedonic and Experiential Marketing on Consumer Perceptions of Quality and Value: An Evaluation of Internet Website Appeals|
Department of Management Science
|關鍵字:||體驗知覺;認知知覺;體驗品質;體驗價值;購買意圖;Experiential Perception;Cognitive Perception;Perceived Quality;Experiential Value;Purchasing Intention|
Both thinking and feeling decision making modes that are conceived as independent systems are involved in this article and are examined for website consumption. Specifically, this article attempted to develop a comprehensive model to identify the interrelationship among hedonic and utilitarian website characteristics, consumer's experiential and cognitive perceptions, perceived experiential value and quality, and purchasing intention. This article picks up 40 websites which include 20 cosmetics and 20 hotel websites. Participants were randomly assigned to link and read one of the 40 websites, and then were asked to fill in a questionnaire on Internet. Finally, 422 usable questionnaires were collected, 224 from cosmetics and 198 from hotel Websites. In order to assess the hypothesized relationships, the structural equation model (SEM) was employed using AMOS 4.0 to investigate the relationship among research variables. Additionally, cluster analysis by K-means method was adopted to divide the participants into four groups based on two levels of utilitarian website environment and two levels of hedonic website environment. ANOVA was used to evaluate the differences on each research variables among these four groups. According to the results of SEM, it is suggested that the level of hedonic characteristics of website significantly and positively impacts experiential perception and experiential value, and the level of experiential perception also significantly influences on experiential value. On the other hand, website with utilitarian characteristics will impact a customer's cognitive perception toward websites/products, which in turn influences the perception of website/product quality. In addition, perceived quality was also significantly related to experiential value. Purchasing intention was influenced by experiential value and perceived quality. According to the results of ANOVA, respondents perceiving high utilitarian/high hedonic websites tend to perceive significant higher scores on experiential perceptions, cognitive perception, experiential value, and perceived quality, than respondents perceiving low utilitarian/low hedonic websites. Respondents perceiving high utilitarian/low hedonic website environment tend to perceive significantly higher scores only on cognitive perception and perceived quality.
Chiao Da Mangement Review
|Appears in Collections:||Chiao Da Mangement Review|
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