虚拟体验式营销对顾客在线行为的作用机制——以线上机票销售为例

发布时间：2018-05-20 02:38

本文选题：体验式营销 + 顾客体验　；参考：《中国流通经济》2015年10期

【摘要】：本文以在网上购买机票的旅客为研究对象开展实证研究,检验了感官、情感、思考、行动和关联等5种体验式营销要素与顾客在线行为的关系。结果表明,感官、情感和关联正向影响顾客的在线浏览意愿和在线购买意愿;在线浏览意愿和在线购买意愿正向影响顾客忠诚;价格导向正向调节虚拟体验式营销要素与在线浏览意愿、在线购买意愿的关系;便捷导向正向调节虚拟体验式营销要素与在线购买意愿的关系。在此基础上,为航空公司和机票代理人线上机票销售的体验式营销战略制定和实施提供一定的理论指导与管理建议。
[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.
【作者单位】：中国民航大学经济与管理学院;
【基金】：国家自然科学基金资助项目“以迁移性和交互性分离为特征的现代服务业全球营销战略研究——兼及在中国的管理实践”(项目编号:71172069) 中央高校基本科研业务费专项资金项目“我国航空公司基于大数据的开放式创新战略匹配与战略选择研究”(项目编号:3122015D017)的资助
【分类号】：F274;F713.36

【相似文献】