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3D Experiential Marketing in International Industrial Fair

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  • Chao-Chih Hung
  • Min-Jiun Su
  • Wen-Long Zhuang

Abstract

This study explores the effect of buyers’ 3D experiences on their purchase intention, as well as the moderating effect of exhibitors’ corporate image on the above relationship. This study uses the purposive sampling method to survey buyers of the famous International Woodworking Machine Fair in China. Analytical results from 91 visitors are summarized as: the higher the international mechanical fair buyers’ feel experience, think experience and act experience, then the higher their purchase intention; buyers’ relate experience has a negative prediction effect on purchase intention; exhibitors’ corporate image has a moderating effect on the relationship between buyers’ feel experiences and purchase intention; exhibitors’ corporate image has a moderating effect on the relationship between buyers’ relate experience and purchase intention.

Suggested Citation

  • Chao-Chih Hung & Min-Jiun Su & Wen-Long Zhuang, 2016. "3D Experiential Marketing in International Industrial Fair," Journal of Economics and Behavioral Studies, AMH International, vol. 8(1), pages 69-78.
    • Handle: RePEc:rnd:arjebs:v:8:y:2016:i:1:p:69-78
    DOI: 10.22610/jebs.v8i1(J).1207
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    References listed on IDEAS

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    1. Dowling, Grahame R., 1988. "Measuring corporate images: A review of alternative approaches," Journal of Business Research, Elsevier, vol. 17(1), pages 27-34, August.
    2. Chao-Chih Hung & Wen-Long Zhuang, 2015. "The Effect of Exhibitors’ Brand Equity on Visitors’ Purchase Intention: Moderating Role of 3D Experiential Marketing," Information Management and Business Review, AMH International, vol. 7(2), pages 100-112.
    3. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    4. Hastak, Manoj & Olson, Jerry C, 1989. "Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 444-456, March.
    5. Simmons, Carolyn J & Lynch, John G, Jr, 1991. "Inference Effects without Inference Making? Effects of Missing Information on Discounting and Use of Presented Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 477-491, March.
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