For the future research to investigate this topic in greater depth, there are several suggestions from this study to consider when examining fields of experiential marketing, customer experience, and other related aspects.
Firstly, with the rising awareness to experiential marketing, the theory can be applied to a broader domain, such as pop-up stores (Lassus and Freire, 2013), or even online marketing spaces, and investigate how different situation utilizing experiences as a channel to communicate brand message can affect consumer behavior, and vice versa.
Secondly, as the research limitations from this study has indicated, motivations and as
personality traits of the customers may also play influential roles, and could further show different outcome on their level of customer experience. Since it is stated that with different intensity of motivations, the consumer involvement may be different, too (Blackwell et al, 2006).
Thirdly, the other two modules from the theory of experiential marketing, which are think marketing and act marketing could also be included in the future studies so a large scope of investigation in different cases can be engaged in order to make the research more holistic.
Moreover, since the sample of this study does not focused on the heavy goers, hence, it is suggested that future studies focus more on this group of consumers so as to elicit more precise insights, which is also linked to the suggestion for future study to adopt in-store collection, so keener consumer insights regarding the heavy goers of Eslite Bookstore can be reflected.
.
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Appendix
Dear respondents, the aim of this research is to examine the experiential marketing of Eslite Bookstore in-store experience. Please take a few minutes to fill out this survey if you have been to the bookstore, it will take you 5~10 minutes to answer the survey. Your personal information will be well protected. Remember to leave your email in the end as 10 lucky respondents will be selected randomly and will be given a 100 NTD e-voucher per person. Thank you!
l Part A: 背景資料問題 (Demographics) for more than half an year)
- 是會員，且約過去半年有使用過一次(Yes I do, I’ve used the membership card about once over the past six months)
- 是會員，且約 2~3 個月會使用一次 (Yes I do, I’ve used the membership card about once over the past 2~3 months)
- 是會員，且約每個月會使用一次 (Yes I do, I’ll used the membership card about once a month)
單選
3. 請問您的教育程度？(What’s your educational background?) - 高中（含以下） / Less than a high school diploma
- 大學（畢業/ 含肄業）/ Bachelor’s degree
- 研究所（畢業/ 含肄業）/ Master’s degree (or above)
(a. I’ll browse over the books without buying them at the bookstore) - 會翻閱書籍，但是即使有喜歡的書，會回去時上網購買
(b. I’ll browse over the books and purchase those I like online) - 會翻閱書藉，且會在誠品書店購買喜歡的書
(c. I’ll browse over the book and will purchase them in the bookstore.) - 不會特別在誠品書店看書，只是在書店內隨意晃晃
8. 在過去半年內你是否買過你的學業或工作需求以外的書？（不限於 誠品書店）
/ Have you ever bought any books that are not related to your school works and job?
yes/ no
l Part C: 體驗行銷面向(Experiential Marketing )
9. 請回想您近一次去逛誠品書店及消費時的體驗，並根據下方的量表填答：
(The following are statements about your shopping and purchasing experience at Eslite Bookstore.
Imagine your most recent shopping experience at Eslite Bookstore while answering the following questions based on the scale aside.)
Question 題型
- 整體而言，我很享受誠品書店的空間設計。
/ a. In general, I enjoy the visual design of the space of Eslite Bookstore.
- 整體而言，我很享受誠品書店室內裝潢的配色。
/ b. In general, I enjoy the overall usage of color of interior design in Eslite Bookstore.
- 整體而言，我很享受誠品書店的動線規劃。
/ c. In general, I enjoy the arrangement of the space overall in Eslite Bookstore.
- 整體而言，我很享受觸摸商品時（書）的質感。
/ d. In general, I enjoy the texture of being able to touch the goods in Eslite Bookstore.
- 整體而言，我很享受誠品書店輕柔的音樂背景。
/ e. In general, I enjoy the background of the soft music overall in Eslite Bookstore.
/ f. In general, I consider the vibe in Eslite Bookstore to be full of atmosphere of literature and art atmospheric.
- 整體而言，我認為逛誠品書店的體驗是正面的。
/ g. In general, shopping experience in Eslite Bookstore is considered to be positive activity.
/ h. In general, shopping experience in Eslite Bookstore is considered to be meaningful activity.
- 整體而言，我認為逛誠品書店的體驗能使我放鬆身心。
/ i. Shopping experience in Eslite Bookstore is considered to be relaxing activity.
(strongly disagree)
- 整體而言，逛誠品書店的體驗對於我的品味具有象徵性意義。
/ j. In general, shopping experience in Eslite Bookstore is a symbolic activity of my taste.
- 整體而言，逛誠品書店的體驗能幫助我了解自己。
/ k. In general, shopping experience in Eslite Bookstore enables me to understand myself more.
- 整體而言，逛誠品書店的體驗能增強我與他人（一起去逛街的人）
的互動。
/ l. In general, shopping experience in Eslite Bookstore enables me to interact with others.
/ m. In general, shopping experience in Eslite Bookstore gives me sense of self-transformation.
- 整體而言，逛誠品書店的體驗能使我有拋卻世俗喧囂的感覺。
/ n. In general, shopping experience in Eslite Bookstore gives me sense of separation from mundane.
- 整體而言，逛誠品書店的體驗能使我有與社會連結的感覺。
/ o. In general, shopping experience in Eslite Bookstore enable me to be connected to the society.
- 整體而言，逛誠品書店的體驗能使讓我沉浸其中。
/ p. In general, shopping experience in Eslite Bookstore gives me sense of immersion.
statements are about your evaluation on the experience. Please answer the following questions
Question 題型 - 整體而言，逛誠品書店的體驗是有價值的。
/ a. In general, I consider the whole shopping experiences in Eslite Bookstore valuable.
- 整體而言，我對於誠品書店的商品是滿意的。
/ b. In general, I am satisfied with the goods in Eslite Bookstore.
- 整體而言，我對於誠品書店的服務態度是滿意的。
/ c. In general, I am satisfied with the service in Eslite Bookstore.
- 整體而言，我對於在誠品書店的逛街體驗是滿意的。
/ d. In general, I am satisfied with the shopping experiences in Eslite Bookstore.
/ e. I will revisit Eslite Bookstore.
- 我會參加誠品書店推出的活動。
/ f. I will participate in the activities hold by Eslite Bookstore.
- 如果有人詢問我，我會對誠品書店做出正面的評價。
/ g. I will make positive comments about Eslite Bookstore to others.
- 逛誠品書店是我喜歡的休閑活動之一
/ h. Shopping experiences in Eslite Bookstore is one of my favorite activities.
/ i. In general, I consider Eslite Bookstore unique compared with other ones.
- 整體而言，我認為誠品書店有成功體現其品牌核心價值「藝術、
創意、生活」。
/j. In general, Eslite Bookstore has successfully demonstrated its’
brand value (arts, innovation, life)
- 整體而言，我認為誠品書店是台灣最有代表性的文創品牌之一。
/k. In general, I consider Eslite Bookstore to be a one of the most representative brands of cultural and creativity in Taiwan.
非常同意(strongly
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