A study of consumption situation and experiential marketing on DIY bakery's re-visit intention

Hsiao-Hui Liu ； Yun-Chun Chiang ； Chen-Chen Chang ； Yi-Xiu Guo ； Yu-Ting Su ； Yan-Jia Wu

《Applied Science and Management Research》 9卷1期 (2022/09) Pp. 61-72

https://doi.org/10.6511/ASMR.202209_9(1).0007

摘要

＂DIY bakery＂ can be said to be an emerging business model combining leisure industry and food industry, including field, time and memory. This study applies the concepts of consumption situation and experiential marketing to the consumption experience of DIY bakeries to understand the consumer behavior of DIY bakeries. A total of 276 valid questionnaires were collected to use by purposive sampling which have been consuming the DIY bakeries. The research results showed that the dimension of Temporal Perspective /task definition in the situational effects and the feel, act, and relate modules of experiential marketing were highly rated by the respondents, and the physical surroundings in the situational effects had the lowest rated. Antecedent states, temporal perspective/ task definition and physical surroundings of consumption situation had influence on revisit intention, think, relate and sense of experience marketing had influence on revisit intention. In addition, antecedent states, temporal perspective/ task definition and physical surroundings of consumption situation had influence on experiential marketing. In addition, experiential marketing significant mediated the link between situational effect and revisit intention. Hopefully, we can shed light on consumption characters of experiential factors and situational factors for DIY bakery, and assist to improve the positive feelings of customer experience and its marketing strategies.

關鍵字

DIY bakery ； experiential marketing ； consumption situation