1. The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo Instructor: Dr. Pi-Ying Teresa Hsu Presenter: Stan Chung Date: December 10, 2009

3. Contents Click to add Title 1 Introduction I Click to add Title 2 Methodology II Click to add Title 1 Results III Click to add Title 2 Conclusion IV Click to add Title 1 Reflection V

7. Introduction Until 2006 Area 165 hectares Animal amount 3154 Animal species 457 Visitor 3,460,000

8. Introduction

9. Introduction SENSE experience FEEL experience THINK experience ACT experience Emotion Satisfaction Behavioral Intention RELATE experience H 1a H 1b H 1c H 1d H 1e H2 H4 H3

10. Methodology Sampling Next to Pass technique Place Taipei Zoo Duration March 29 to April 6, 2003 (one week) Participants 405 Instrument Questionnaire

11. Methodology Questionnaire (Experiential Marketing) 1 5 Strongly disagree Strongly agree Experiential Marketing (14 items) SENSE marketing (3) Taipei Zoo tries to engage my senses. FEEL marketing (4) Taipei Zoo tries to put me in a certain mood. THINK marketing (3) Taipei Zoo stimulates my curiosity. ACT marketing (2) I would like to share what I experienced in Taipei Zoo. RELATE marketing (2) Taipei Zoo induces me a sense of identity towards ecological conservation.

12. Methodology Questionnaire (Emotion) Assembled a broad list of emotions intended to reflect spectrum of emotions experienced by Taipei Zoo Reduce the list to include only emotions caused by Taipei Zoo Use modified Delphi technique to further refine the list (12 items at last)

13. Questionnaire (Emotion) 1 5 Strongly disagree Strongly agree Methodology Joyful/Relaxed I have felt a “joyful” emotion in Taipei Zoo. I have felt a “cheerful” emotion in Taipei Zoo. I have felt a “relaxed” emotion in Taipei Zoo. Surprised/Excited I have felt a “surprised” emotion in Taipei Zoo. I have felt an “excited” emotion in Taipei Zoo. I have felt an “attractive” emotion in Taipei Zoo. Warm/Enjoyable I have felt a “warm” emotion in Taipei Zoo. I have felt a “satisfied” emotion in Taipei Zoo. I have felt an “enjoyable” emotion in Taipei Zoo.

14. Methodology Questionnaire (Satisfaction) Environment evaluative judgment Service evaluative judgment 1 5 20% 100% 1 5 Very unsatisfied Very satisfied How satisfied of your perception towards the physical environment in Taipei Zoo? My evaluation of satisfaction towards the service of Taipei Zoo is _______ on a centigrade scale.

15. Methodology Questionnaire (Behavioral Intention) Favorable Unfavorable Loyalty (5 items) Pay more (2 items) Switch (2 items) Internal response (3 items) External response (3 items)

16. Methodology 1 6 Strongly disagree Strongly agree Loyalty Say positive things about Taipei Zoo to other people. Encourage friends and relatives to visit Taipei Zoo. Visit Taipei Zoo more in the next few years. Switch Decrease times of visitation to Taipei Zoo in the next few years. Take some of your visitations to a competitor that offers better prices. Pay More Continue to visit Taipei Zoo if its prices increase somewhat. Internal Response Express dissatisfaction to Taipei Zoo’s employees if you experience an unsatisfied treatment. External Response Appeal to public media, such as newspaper or television if you experience a problem with Taipei Zoo. Complain to external agencies, such as the Consumer’s Foundation, if you experience a problem with Taipei Zoo. Complain to friends and relatives if you experience a problem with Taipei Zoo.

17. Results

18. Results

19. Conclusion SENSE experience FEEL experience THINK experience ACT experience Emotion Satisfaction Behavioral Intention RELATE experience γ11 γ 1 2 γ1 3 γ1 4 γ1 5 β21 β31 β32