本文以在网上购买机票的旅客为研究对象开展实证研究，检验了感官、情感、思考、行动和关联等5种体验式营销要素与顾客在线行为的关系。结果表明，感官、情感和关联正向影响顾客的在线浏览意愿和在线购买意愿；在线浏览意愿和在线购买意愿正向影响顾客忠诚；价格导向正向调节虚拟体验式营销要素与在线浏览意愿、在线购买意愿的关系；便捷导向正向调节虚拟体验式营销要素与在线购买意愿的关系。在此基础上，为航空公司和机票代理人线上机票销售的体验式营销战略制定和实施提供一定的理论指导与管理建议。%The author takes customer who has bought airline tickets online as sample,and tests the relationship of 5 experiential marketing factors including sense,feel,think,act,relate and customer online behavior. The result shows that sense, feel and relate positively affect customer online browse intention and purchase intention;online browse intention and purchase intention positively affect customer loyalty;price orientation positively moderate the relationship of virtual experiential marketing factors and online browse intention and purchase intention;convenient orientation positively moderate the relationship of virtual experiential marketing factors and online purchase intention. Based on the analysis,the author provides theoretical guidance and management suggestions for the experiential marketing strategies and practices of airline companies and online tourist platforms.
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