TITLE:
Research on Influencing Factors of Purchase Promotion Intention Based on Skincare Industry
AUTHORS:
Zhichao Liu, Jiahui Ling
KEYWORDS:
Experience Marketing, Experiential Promotion, Purchase Intention, Skin Care Industry
JOURNAL NAME:
Modern Economy,
Vol.10 No.3,
March
28,
2019
ABSTRACT: The experience economy is known as the latest
economic development model in the 21st century, accompanied by a high degree of
attention and research on experiential marketing. This paper aims to study the
influencing factors of consumers’ purchase intention in experiential promotion
by taking the offline promotion as the foothold and taking the skin care market
as the starting point. This study refers to the previous research on the scale
of experience and the intention of purchasing, to design questionnaires and
conduct targeted consumer research. Factor analysis is used to extract the
factors with high correlation of each
dimension. At the same time, regression analysis is used to test whether the
four dimensions of experiential promotion have an impact on customer purchase
intention. This concludes the main factors affecting consumers’ purchase
intentions in experiential promotion activities, and provides reference for the
long-term development of experiential promotion activities and skin care
products industry.