度之影响.PDFVIP

行論 2004 年 1 1 1-20 度臨來來 度 度 來度 理 行聯 路度 論來 論略 The Effects of Customers’ Experiences and Information Processing on the Buying Intentions of extended Brands Yung-Ching Ho Department of Business Administration, National Chung-Cheng University 2 行論 Zih-Sin Su Department of Healthcare Administration, Fooyin University Yong-Fu Chang Department of Applied Foreign Language, Far-east College Abstract Faced with an increasingly competitive market situation, it is important for marketers to create experiential value for their customers in order to ensure a successful launch of new products. Especially during the era of the experiential economy, an incorporation of the concept of experiential marketing to the Elaboration Likelihood Model (ELM) can be helpful for marketers to predict consumers’ behavior more accurately. Based on these concepts, this paper examined the effects of customers’ experiences on the buying decision of extended brands. The results of this study revealed that customers’ experiences of “sense”, “feel”, “act” and “relate” were positively related to the choice of the peripheral route for buying intention. However, customer’ experience of “think” was positively related to the central route. It was recommended