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題名:體驗對購買意願影響之研究-台日合資與台資百貨公司之比較分析
作者:郭如秀 引用關係
作者(外文):Kuo, Ju-Hsiu
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:林彩梅
學位類別:博士
出版日期:2005
主題關鍵詞:體驗行銷體驗媒介體驗模組experiential marketingexperiential providersexperiential model
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目前國外、內有關體驗行銷的文獻大多以質化研究為主,而在量化研究上都以體驗模組來衡量顧客的體驗程度,尚未發現有文獻將體驗媒介刺激一併考慮。本研究的主要目的在於從消費者的體驗角度探討消費者對台日合資百貨公司與台資百貨公司的體驗及購買意願的影響。
研究結果發現就體驗媒介對體驗模組的影響而言,台日合資百貨公司之溝通、產品與環境媒介影響所有體驗模組,識別媒介僅影響關聯體驗,人員媒介影響感官與行動體驗。台資百貨公司之產品媒介影響所有體驗模組,識別媒介僅影響關聯體驗,溝通媒介影響感官、情感與行動體驗,環境媒介影響除關聯外的四個體驗,人員媒介影響感官與行動體驗。台日合資與台資的百貨公司之產品與環境媒介對消費者體驗最具影響,識別與人員媒介對消費者體驗影響最小,溝通媒介對體驗模組的影響視不同體驗模組而異,此外,台日合資百貨公司之體驗媒介對體驗模組的影響較台資百貨公司大。就體驗模組對購買意願的影響而言,台日合資或台資百貨公司之情感、思考、行動與關聯體驗均影響消費者購買意願,而感官則對購買意願不具影響。此外,台日合資百貨公司之體驗模組對消費者購買意願的影響較台資百貨公司大。
At present, most literatures of experiential marketing are quantitative researches. Measuring consumers’ experiential levels by various experiential models, these litera-tures did not mention the incitement of experiential media at the same time. The pur-poses of this study are to explore the influence of consumers’ experience and purchasing intention on Taiwan-Japan Joint Venture and on Taiwan department stores in terms of consumers’ experiential viewpoint.
With regard to the influence of experiential media on experiential model, such me-dia as communication, production, and environment influence all experiential models in Taiwan-Japan Joint Venture department stores. Identity medium influences relate ex-perience; people medium influences sense and act experiences. Production medium in Taiwan department store influences all experiential models. Identity medium only in-fluences relate experience. Communication medium influences sense, emotion, and act experiences. Environment influence four experiences except relate experience. People medium influences sense and act experience. The production and environment media in Taiwan-Japan Joint Venture and Taiwan department stores exert most influence on con-sumers, while that of identity and people media is the least. The influence of communi-cation medium varies with different experiential models. Besides, the experiential me-dia’s influence on experiential models in Taiwan-Japan Joint Venture department stores is larger than that of the Taiwan department stores. With regard to the influence of expe-riential model upon purchasing intention, the feeling, thinking, action, and relate ex-perience in Taiwan-Japan Joint Venture or Taiwan department stores all influence con-sumers’ purchasing intention, while sensual experience shows no difference. Further-more, the influence of experiential model in Taiwan-Japan Joint Venture department stores on consumers’ purchasing intention is bigger than that of the Taiwan department stores.
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