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Influence of Marketing Mix on Customer's Attitude and Purchase Intention -Mediating Effects of Customer Experiences-

마케팅믹스요인이 점포태도와 구매의도에 미치는 영향 -고객체험의 매개역할을 중심으로-

  • 범경기 (배재대학교 경영학과) ;
  • 김원겸 (배재대학교 경영학과) ;
  • 최광 (배재대학교 대학원 경영학과)
  • Received : 2010.06.14
  • Accepted : 2010.07.09
  • Published : 2010.08.28

Abstract

In this research, the object is to analyze the impacts of the four dimensions of Marketing Mix in terms of product, price, place and promotion on store attitude and purchase intention. At the same time the mediating variables such as sense experience, feel experience and think experience in relationship among Marketing Mix and store attitude, customer experiences are also analyzed. The results show that the product, place, and promotion have significant effects on sense experience, feel experience and think experience. Another important finding is customer experiences such as sense experience, feel experience and think experience have significant effects on store attitude and purchase intention.

Keywords

Marketing Mix;Customer Experience;Store Attitude;Purchase Intention

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