||As Taiwan became a modern nation, the consumer market is in rapid development in which the middle class is increasing. The Leisure and Entertainment industry is booming, in what has been dubbed an emerging “Experience Economy.” In this industry, hedonic products are concerned as main product attributes. The hedonic products emphamsize on “Experiential Value”, which is generated from the consumption experirnce. This study reckon the mega-heroes movies that Marvel Studio launched as hedonic products. The aim of the study is to know what impacts will be on brand equity after have watched these series of mega-heroes movies from a view of Experiential Value. |
The Experiential Value mentioned in this study are Consumers Return on Investment (CROI), Playfulness, Aesthetics and Service Excellence, proposed by Mathwick et al (2001). The four facets of the Experiential Value are used to examine the effcts on brand equity separately. In addition, the author uses involvement as a moderating role, examining the moderating impacts on the correlation between the four facets and brand equity. In this study, 350 questionnaires were distributed via the Internet, the effective responsse were 349, using SPSS software questionnaire analysis. The study found that the four facets of Experiential Value have a positive impact on brand equity seperately, and the moderating role have interference effects on CROI and Service Excellence, the interference effects on Playfulness and Aesthetics cannot be found in this study.
There is little research on brand equity from the view of Experiential Value in domestic literature, instead, the five modules of experiential marketing proposed by Schmitt （1999）were used much more often . The study uses another theoretical facet, and this is the academic contribution of this study. Additional contribution in practice is that this study provides hedonic product or service providers a better understanding of consumers’ interests when they are consuming hedonic products, with this understanding, to form their marketing strategies.