Research on the Influence of Experiential Marketing on Shandong IKEA Consumers' Purchase Intention in the New Retail Era

新零售时代体验营销 对山东宜家消费者购买意愿的影响研究

Name: He Yao

ThaSH: Retail trade -- Research

ThaSH: 零售業 -- 研究

ThaSH: Consumer behavior -- Research

ThaSH: 消費者行為 -- 研究

Abstract: With the continuous improvement of the level of economic and social development, consumers' requirements for material consumption also increase. The continuous rise of big data, blockchain, artificial intelligence and other technologies also poses severe challenges to traditional physical consumption. With the rise of the concept of the new retail era, the traditional retail industry also began to enter the process of reform and innovation. As a giant enterprise in the industry, IKEA seeks change in development and finds a suitable way for its own sustainable development. This study has important research value for Shandong IKEA experience marketing. According to the research results, we can put forward countermeasures and suggestions beneficial to the rapid development of Shandong IKEA in the new retail era, which also has certain guiding value and reference significance for other household industries. This paper takes the three core concepts of new retail, experience marketing and purchase intention as the starting point, sorts the meaning and main contents of the three core concepts, and summarizes the academic development history of China and other countries related to new retail, experience marketing and consumers' purchase intention through literature analysis, so as to lay a solid theoretical foundation for the following research. By sorting the literature of China and other countries, combined with the actual development of IKEA in Shandong, this paper discusses the measurement dimension of experiential marketing and consumers' purchase intention, puts forward the research hypothesis between experience marketing and consumers' purchase intention according to the measurement dimension, and constructs the conceptual model between them. The questionnaire was designed, distributed and collected both online and offline. The descriptive analysis and statistical analysis of the data were carried out through SPSS software. The empirical analysis results showed that: the model of the influencing factors of experiential marketing on consumers' purchase intention was empirically tested, Between independent variables (sensory experience, emotional experience, thinking experience, action experience and related experience) and dependent variables (repeated purchase intention and recommended purchase intention), sensory experience, emotional experience, thinking experience, action experience and repeated purchase intention have a positive impact, and sensory experience, emotional experience, thinking experience and recommended purchase intention have a positive impact. Finally, combined with the development status and main problems of IKEA in Shandong, based on the empirical analysis results above, this paper puts forward useful countermeasures and suggestions from five aspects of retail forms (infrastructure, omni-channel, logistics, digitization and people-oriented).

Abstract: 随着经济社会发展水平的不断提高，消费者对物质消费的要求也随之提升。大数据、区块链、人工智能等技术的不断崛起，对传统实体消费也发起了严峻的挑战。伴随新零售时代概念的兴起，传统零售业也开始步入改革创新的进程。宜家家居作为行业的巨头企业，在发展中寻求变革，为自身可持续发展寻找适宜之路。本研究对于山东宜家家居体验营销具有重要的研究价值，根据研究结果可以提出有益山东宜家家居在新零售时代快速发展的对策建议，对其他家居行业也有一定的指导价值和借鉴意义。 本文研究以新零售、体验营销、购买意愿三个核心概念为切入点，梳理三个核心概念的含义和主要内容，并通过文献分析法整理归纳有关新零售、体验营销和消费者购买意愿的中国和其他国家学术发展史，为后文研究奠定坚实的理论基础。通过梳理中国和其他国家文献，结合山东宜家实际发展情况，探讨了体验营销和消费者购买意愿的测量维度，根据测量维度提出体验营销和消费者购买意愿间的研究假设，构建了两者间的概念模型。设计调查问卷并采用线上线下相结合的方式进行发放，收集数据，通过SPSS软件对数据进行描述性分析和统计性分析，实证分析结果表明：通过实证检验体验营销对消费者购买意愿影响因素的模型，感官、情感、思考及行动体验显著正向影响消费者重复购买意愿；感官、情感及思考体验显著正向影响消费者推荐购买意愿，影响程度较为均衡。最后，本文结合山东宜家发展现状及存在的主要问题，基于前文的实证分析结果，以零售的表现形式（基础设施、全渠道、物流、数字化、以人为本）五个方面提出有益的对策建议。

Address: BANGKOK

Email: library@dpu.ac.th

Name: Shanshan Wang

Role: Thesis Advisor

Modified: 2567-02-08

Created: 2022

Issued: 2024-02-05

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Management

Grantor: มหาวิทยาลัยธุรกิจบัณฑิตย์

©copyrights มหาวิทยาลัยธุรกิจบัณฑิตย์

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	He.Yao.pdf	1.85 MB

ใช้เวลา

-0.768749 วินาที