1. The Study of the Relationship Between Experiential Marketing, Word-of-Mouse and Consumer Purchase Behavior Adviser: Dr. Meng-Jang Lin Presenter: Stan Chung Date: May 5, 2009

2. Content Click to add Title 1 Background I Click to add Title 2 Purpose of the study II Click to add Title 1 Research Structure III Click to add Title 2 Literature Review IV Click to add Title 1 Methodology V 2

3. Background Goods and services are no longer enough. Experiences are the foundation for future economic growth. (Pine & Gilmore, 1998) 3

4. Background Word-of-mouth has been approved by many researchers that it has huge effect on consumer’s purchasing behavior. (Buttle, 1998; East, Hammond, & Lomax, 2008; Godes & Mayzlin, 2004) 4

5. Purpose of the Study To explore the relationship between experiential marketing, word-of-mouse and consumer purchase behavior 5

6. Research Question The relationship between experiential marketing, word-of-mouse and consumer purchase behavior. 6

7. Research Structure 7 Sense Experience Sense Experience Sense Experience Sense Experience Sense Experience Word-of- Mouse Consumer Purchase Behavior H1-3 H1-2 H1-1 H1-4 H1-5 H2-1 H2-2 H2-3 H2-4 H2-5 H3

8. Research Hypotheses H1-1: Sense experience shows a positive effect to consumer purchase behavior. H1-2: Feel experience shows a positive effect to consumer purchase behavior. H1-3: Think experience shows a positive effect to consumer purchase behavior. H1-4: Act experience shows a positive effect to consumer purchase behavior. H1-5: Relate experience shows a positive effect to consumer purchase behavior. 8

9. Research Hypotheses H2-1: Sense experience shows a positive effect to word-of- mouse. H2-2: Feel experience shows a positive effect to word-of- mouse. H2-3: Think experience shows a positive effect to word-of- mouse. H2-4: Act experience shows a positive effect to word-of- mouth. H2-5: Relate experience shows a positive effect to word-of- mouse. H3: Word-of-mouse shows a positive effect to consumer purchase behavior. 9

10. Literature Review 10 Differentiated Competitive Position Undifferentiated Market Pricing Premium Extract commodities Make goods Deliver services Stage experiences The progression of Economic Value (Pine & Gilmore, 1998)

11. Literature Review Experiential Marketing An experience occurs when a company intentionally services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. 11 (Pine & Gilmore, 1998)

12. Literature Review Strategic experiential module Sense experiences Feel experiences Think experiences Act experiences Relate experiences (Schmmit, 1999) 12

13. Literature Review Word-of-Mouse 13 Word-of-Mouse Word-of-Mouth = Internet +

14. Methodology Instrument 14 Online questionnaire 5 points Likert scale Part 1Experiential marketing Part 2Word-of-mouse Part 3Consumer purchase behavior Part 4Personal information 1 strongly agree 5 strongly disagree

15. Methodology Participants 15 People who have the accommodation experience in Mulan motel PeriodOne month Quantity 30 (pre-test) 300 (formal study)

16. Data Analysis 16 SPSS 13.0 for windows Descriptive statistics analysis To know the distribution of participants personal information Path analysis To exam the relationships between the variables

17. Procedure of the study 17 Adapting questionnaire Data analysis Formal study Pre-test Revising questionnaire

18. Thanks for your attention! 18