体验营销对购买意愿的影响研究

摘要

本文主要探讨了体验营销对购买意愿的影响机制及相应对策。体验营销通过提供独特个性化的体验、创造情感共鸣和强调互动参与等方式，能够激发消费者的购买意愿。具体而言，感官刺激和情感体验、互动参与和认同感以及个性化定制和需求满足等因素对购买意愿产生积极影响。为了增强购买意愿，企业可采取提供独特个性化的体验、创造情感共鸣以及强调互动参与的对策。本文的研究结果对于企业制定和实施体验营销战略具有指导意义。

关键词：体验营销、购买意愿、感官刺激、情感共鸣、互动参与

This article explores the impact mechanism of experiential marketing on purchase intention and provides corresponding strategies. Experiential marketing, through providing unique and personalized experiences, creating emotional resonance, and emphasizing interactive participation, can stimulate consumers' purchase intention. Specifically, factors such as sensory stimulation and emotional experience, interactive participation and identification, and personalized customization and demand satisfaction have a positive impact on purchase intention. In order to enhance purchase intention, companies can adopt strategies such as providing unique and personalized experiences, creating emotional resonance, and emphasizing interactive participation. The findings of this study have significant implications for formulating and implementing experiential marketing strategies for businesses.

Keywords: experiential marketing, purchase intention, sensory stimulation, emotional resonance, interactive participation

一、引言

二、相关概念介绍

1、体验营销的定义

2、体验营销的特点

三、体验营销对购买意愿的影响机制

1、感官刺激和情感体验对购买意愿的影响

2、互动参与和认同感对购买意愿的影响

3、个性化定制和对顾客需求的满足对购买意愿的影响

四、体验营销对购买意愿影响的对策

1、提供独特和个性化的体验

2、创造情感共鸣