The Effect of Experiential Marketing, Brand Image, and Social Media Interaction on Consumer Purchase Intension: A Case Study of IKEA
摘要：
The research is expected to explore the status of IKEA of Taiwan for experience marketing, participants' perceptions of experiential marketing events, and brand connections; furthermore, to investigate customers’ interactions through social media tools and its effect on purchase intention. The results indicates that experiential marketing, brand image, has significantly positive effect on purchase intension. However, it reveals that social media interaction does not have significantly positive effect on purchase interaction. The level of understanding IKEA have significantly positive effect on social media interaction, neither. Moreover, it appeals that the better experience in the store, the higher level of understanding IKEA. Therefore, the better experience led to more impressive brand image. The experiential marketing, brand image, and living area have significantly positive effect on social media interaction (consumers’ behaviors of sharing via social media.).Based on the research, marketing manager should design interactive and interesting activities to help participate and recognize messages of brand. The experiential marketing events set up connection with customers, recall brand image, and make them willingly share experience and trace sale information.
