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A Research of Consumer Purchase Intention on Camera APP which Impacted by Experiential Marketing and eWOM

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Author: Yin-Yih Chang, Shyue-Ping Chi, Fu-Jung Liu, Chia-Ling Hsu

Abstract: Today, people can use their smartphone to take a photo easily and share the photo to friends. Smartphones have monycamera applications to help modify users' photos. Moreover, many smart phone camera APPs in Apple store or Google market, smartphone users can easily get them for free or bill. If users do not understand camera App which is suitable, users can download the experiential APP to test its function. In this research, we use experiential marketing, eWOM, satisfaction and perceived value to survey purchase intention of consumer on smart phone camera APPs. The results are as follows: (1) The top 5 useful functions of respondents are photo editing, photo puzzles, scene mode, beauty mode and effects. Moreover, there are 12 camera applications in beauty mode and 46 camera applications in effects needed to be charged. It means that beauty function and effects mode have more business opportunities to increase company’s revenue; (2) Experiential marketing and eWOM have a significant and positive effect on perceived value and customers’ purchase intention desire. If beauty function and effects mode can be downloaded and used for free, it might increase company’s revenue in the future; (3) Experiential marketing and eWOM have a significant and positive effect on perceived value, and perceived value has a significant and positive effect on satisfaction and customers’ purchase desire.

Keywords: Purchase Intention, Experiential Marketing, eWord-of-Mouth

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