定制男裝體驗營銷對顧客購買意愿的影響研究.pdf

1、原創(chuàng)性聲明本人鄭重聲明：所呈交的學(xué)位論文是本人在導(dǎo)師的指導(dǎo)下獨立進行研究工作所取得的成果，論文中有關(guān)資料和數(shù)據(jù)是實事求是的。除文中已經(jīng)注明引用的內(nèi)容外，本論文不含任何其他個人或集體己經(jīng)發(fā)表或撰寫過的研究成果。對本文的研究做出重要貢獻的個人和集體，均己在文中以明確方式標(biāo)明。若有不實之處，本人愿意承擔(dān)相關(guān)法律責(zé)任。學(xué)位論文作者簽名：京鴝躊日期：矽蟛年f2月否日學(xué)位論文版權(quán)使用授權(quán)書學(xué)位論文作者完全了解北京服裝學(xué)院有關(guān)保留和使用學(xué)位論文的規(guī)定

2、，即：研究生在校攻讀學(xué)位期間論文工作的知識產(chǎn)權(quán)單位屬北京服裝學(xué)院。學(xué)校有權(quán)保留并向國家有關(guān)部門或機構(gòu)送交論文的復(fù)印件和電子版，允許學(xué)位論文被查閱、借閱和復(fù)印；學(xué)?？梢詫W(xué)位論文的全部或部分內(nèi)容公開或編入有關(guān)數(shù)據(jù)庫進行檢索，可以允許采用影印、縮印或其它復(fù)制手段保存、匯編學(xué)位論文。保密的學(xué)位論文在解密后適用本授權(quán)書。學(xué)位論文作者簽名：宗嫡嫡＼導(dǎo)師簽名：7f／專良日期：2D76年12月否日日期：加』紅／溯爭自ItESEARCHONTHEINF

3、LUENCEOFPURCHASINGINTENTIONBYCUSTOMIZEDMEN’SWEARINGEXPEIUENCEMARK衛(wèi)Tn町GAbstractAsthesocietyvaried，menarenolongerconservativetotheirchoicesofwearingTheirgrowingofwillingtocustomizedclotheshasbecomeafashionThecoreofcustomiz

4、edclothesisthatitcanprovidecustomerswithallall—roundcustomizingexperienceThestartofmarketingwithexperiencehasbecomeanewpursuitforenterprisesThestudyoftheinfluenceofcustomers’purchasingintensionbymarketingoncustomizingexp

5、eriencewillprovideanewgroundforenterprises’marketing，andhaveafundamentaleffectontheirbrandsThisresearchstartedwithdocumentstudy，referringrelevantconceptsSchmittpublishedonexperiencemarketingandstrategicexperience，withthe

6、basicofexperiencemarketingandpurchasingintensiontheories，combiningwiththefeaturesofcustomizedmen’swearing，establishedtheoreticalmodeloffivekeydimensionsofcustomizingmen’swearingexperiencemarketingonpurchasingintentionThi

7、sresearchcameupwithbelowconclusionsbyverifyingthemodelwithcasestudiesTheconclusionsare，1Themarketingofcustomizedmen’swearingexperiencewillhavearemarkablepositiveeffectonpurchasingintensions2Withtheanalysisofregression，we

8、foundthatthemarketingonsensorialexperience，feelingexperience，actexperienceandrelatingexperiencewillhavedifferentdegreebutallpositiveinfluenceoncustomerspurchasingintentionsThethinkingexperience’Sinfluencedidnotreachremar

9、kabledegreeandhadnoprovedpositiveeffectFinally，withaboveconclusionandthebasisofmarketingonmen’swearingexperienceasframe，thisresearchproposedrelevantstrategiesandproposalsonhowmen’swearingenterprisescanstimulatecustomersp