The measures and structure construct of experience marketing, Word of Mouth Effect, information search, and customer satisfaction

Abstract

Stepping into the age of experience economy, corporations have targeted at generating an irreplaceable experience for their customers. The purpose of this study is to investigate the effects of experience marketing, word of mouth effect, information search, and consumer satisfaction. 238 valid respondents in Taiwan Hsinchu and South District Scientific Park comprised into the sample of this study. The structure equation model(SEM) was employed for analysis. The results generally indicated that the experience marketing had a significant positive effect on the word of mouth effect, information search, and consumer satisfaction. It also suggested that the word of mouth effect could directly positively influence information search and consumer satisfaction, whereas information search had no significant effect on consumer satisfaction.

Keywords:

• Experience marketing
• word of mouth effect
• information search
• consumer satisfaction