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題名：文化主題商品體驗行銷效果之研究
書刊名：東吳經濟商學學報
作者：江義平 引用關係／李怡璇／江亦瑄 引用關係
作者(外文)：Chiang, I-ping／Li, Yi-hsuan／Chiang, Yi-hsuan
出版日期：2008
卷期：60
頁次：頁67-103
主題關鍵詞：體驗行銷；消費行為；品牌忠誠度；文化主題商品；幾米；Experiential marketing；Consumer behavior；Brand loyalty；Cultural-theme products；Jimmyspa
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(8) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:8
  • 共同引用共同引用:79
  • 點閱點閱:315
本研究旨在探討消費者使用文化主題商品的體驗形式，並探究體驗效果對消費者態度及品牌忠誠度上之影響。本研究以幾米品牌商品為例，根據「體驗行銷」、「消費行為」以及「品牌忠誠度」等理論基礎發展觀念性研究架構及問卷，試圖探究文化主題商品體驗行銷所產生之效果。針對152位使用幾米品牌商品消費者為研究樣本，藉由本研究所建立之衡量模型（包括兩個外因潛在變項：知覺體驗與心靈體驗；及五個內因潛在變項：認知、情感、品牌迷戀、品牌轉換與受他人影響），使用驗證性因素分析及結構方程模式(structural equation modeling, SEM)針對整體模式進行分析及假設檢定。主要發現如下：「知覺」體驗與「心靈」體驗對於態度的「認知」與「情感」層面有顯著正向影響；而「認知」與「情感」層面對於消費行為中之「品牌迷戀」與「受他人影響」有顯著正向影響，但對「品牌轉換」行為有顯著負向影響，實證研究發現體驗行銷確實對文化主題商品的消費行為產生顯著的影響。最後，本文根據研究結果，提出理論與實務應用的結論與建議。
This research aims to explore types of experiences and their effects on consumer attitude and brand loyalty. By using Jimmy's theme products as an example, this research develops the conceptual framework and questionnaires to investigate the impacts of experiential marketing on culture-theme products, based on relevant experiential marketing theories, consumer behavior, and brand loyalty. The proposed measuring model in this research encompasses two exogenous constructs, sensation and mind experience, as well as five endogenous constructs, cognition, emotion, brand switching, brand fascination, and external influence. To test our hypotheses, the proposed measuring model analyzed a pool of 152 sample users of Jimmy's theme products by applying confirmatory factor analysis and structural equation modeling analysis. The results show that sensation and mind experience have a significantly positive influence on consumer cognition and emotion. In addition, consumer cognition and emotion have a marked positive effect on consumer brand fascination and external influence, but a noted inverse effect on consumer brand switching. These findings show that experiential marketing has significant effects on consuming culture-theme products. Finally, based on the study results, this research came up with theoretical and managerial implications and suggestions.
期刊論文
1.Gautier, A.(2003)。Customer Experience Thing again Why Experiential Marketing is the Big Thing。Marketing Magazine，6(3)，6-8。  new window
2.Widdis, P.(2001)。Bringing brands to Life: Experiential Marketing Works by Touching Consumers' Hearts。Marketing Magazine，106(2)。  new window
3.黃慶源、宋碧娟、張雅菁(2002)。現代書局之體驗行銷策--以大高雄誠品書局為例。樹德科技大學學報，4(2)，159-72。new window  延伸查詢new window
4.Cavero, S.、Cebollada, J.(1997)。Brand Choice and Marketing Strategy: An Application to the market of Laundry Detergent for Delicate Clothes in Spain。Journal of International consumer Marketing，10，57-71。  new window
5.Bennett, R. R.、Härtel, C. E. J.、McColl-Kennedy, J. R.(2005)。Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R。Industrial Marketing Management，34(1)，97-107。  new window
6.Brown, G. H.(19520609)。Brand Loyalty-Fact or Fiction。Advertising Age，23，53-55。  new window
7.Tsai, S. P.(2005)。Integrated Marketing as Management of Holistic Consumer Experience。Business Horizons，48，431-441。  new window
8.Gounaris, S.、Stathakopoulos, V.(2004)。Antecedents and consequences of brand loyalty: An empirical study。Journal of Brand Management，11(4)，283-306。  new window
9.Bentler, P. M.、Bonett, D. G.(1980)。Significance test and goodness of fit in the analysis of covariance structures。Psychological Bulletin，88(3)，588-606。  new window
10.Bloemer, J. M. M.、Kasper, H. D. P.(19950700)。The complex relationship between consumer satisfaction and brand loyalty。Journal of Economic Psychology，16(2)，311-329。  new window
11.Cunningham, Ross M.(1956)。Brand loyalty: What, where, how much?。Harvard Business Review，34(1)，116-128。  new window
12.Oliver, Richard L.(1999)。Whence consumer loyalty?。Journal of Marketing，63(4_suppl 1)，33-44。  new window
13.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
14.陳怡萍(2004)。體驗行銷挑逗消費神經。遠見雜誌，215，270-277。  延伸查詢new window
15.黃麗秋(2003)。「墨色國際打造幾米品牌紅翻天」。能力雜誌，第573期，51-57。  延伸查詢new window
16.楊岑雯(2003)。幾米．王文華，如何暢銷到中國？。數位時代，58，100-104。  延伸查詢new window
17.劉維公(2005)。體驗的風格化。數位時代雙周，99，83。  延伸查詢new window
18.Arjun, C.(1999)。“Does Brand Mediate Brand Equity Outcome.”。Journal of Marketing Theory of Practice，7, no.2，136-46。  new window
19.Baldinger, A. L. and J. Rubinson(1996)。“Brand Loyalty: The Link between Attitude and Behavior.”。Journal of Advertising Research，36,no.6，22-34。  new window
20.Bentler, P. M.(1990)。“Comparative Fit Indices in Structural Models.”。Psychological Bulletin，no. 107，238-46。  new window
21.Deighton, J., C. M. Henderson, and S. A. Neslin(1994)。“The Effects of Advertising on Brand Switching and Repeat Purchasing.”。Journal of Marketing Research，no.16，28-43。  new window
22.Dube, L and J. Le Bel(2003)。“The Categorical Structure of Pleasure.”。Cognition and Emotion，no. 17，263-97。  new window
23.Enrenberg, A. S. C., M. D. Uncles, and G. J. Goodhardt(2004)。“Understanding Brand Performance Measures: Using Dirichlet Benchmarks.”。Journal of Business Research，no. 57，1307-25。  new window
24.Financial Services Marketing(2000)。Experiential Marketing: Getting Touchy-Feely State Street’s New Center Gives Life to the Brand Experience。Financial Services Marketing，2，24。  new window
25.Hazlett, C.(2003)。Coming to a Store Near You: Experiential Marketing。Retail Traffic，3，50-56。  new window
26.Jacoby, J.(1975)。“A Brand Loyalty Concept: Comments on a Comment.”。Journal of Marketing Research，12,no.4，484-87。  new window
27.Prus, A. and D. R. Brandt(1995)。“Understanding Your Customers.”。Marketing Tools，No.July/August，10-14。  new window
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29.Sigh Builder Illustrated(2004)。“Five Days in Experiential Marketing.”。Sigh Builder Illustrated，No. Auguest，12-14。  new window
30.Smith, R. E. and W. R. Swinyard(1983)。“Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising.”。Journal of Marketing Research，19,no.3，257-67。  new window
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會議論文
1.曾光華及陳貞吟(2004)。「消費者體驗的本質與意涵」。台北。  延伸查詢new window
學位論文
1.翁莉娟(2005)。體驗行銷、產品涉入程度與顧客忠誠之研究(碩士論文)。中國文化大學，臺北市。  延伸查詢new window
2.蔡幼青(2003)。彩妝品品牌忠誠度之研究(碩士論文)。淡江大學。  延伸查詢new window
3.高明儀(2005)。體驗行銷與品牌忠誠度關係之研究(碩士論文)。中國文化大學。  延伸查詢new window
4.劉潔妃(2004)。書店的體驗行銷策略研究：以PageOne書店、誠品敦南店、金石堂「我的文學書房」為例(碩士論文)。世新大學。  延伸查詢new window
5.吳來靜(2003)。以體驗行銷觀點探討消費者對氣氛之體驗及構成線索(碩士論文)。國立嘉義大學。  延伸查詢new window
6.陳蓉瑩(2005)。以消費體驗觀點探討劇場元素對體驗品質、品牌態度、忠誠意圖影響之研究--以觀光工廠為例(碩士論文)。輔仁大學。  延伸查詢new window
7.張鈺禾(2006)。體驗行銷、品牌形象、顧客價值、顧客滿意度與消費者購後行為意圖關係之研究(碩士論文)。嶺東科技大學。  延伸查詢new window
8.王仁宏(2006)。以體驗行銷與涉入程度探討顧客滿意度與顧客忠誠度--以台中市運動休閒健康俱樂部為例(碩士論文)。嶺東科技大學。  延伸查詢new window
9.岳彩文(2003)。零售百貨業「特定體驗行銷活動」下之「消費體驗模型」相關研究--以漢神百貨開店慶暨母親節特賣活動為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
10.陳怡君(2003)。來源國與商店型態對消費者態度之影響--以化妝品為例(碩士論文)。真理大學。  延伸查詢new window
11.張瓊莉(2003)。以體驗行銷觀點探討商店氣氛與消費者體驗之研究--以購物中心為例(碩士論文)。國立嘉義大學。  延伸查詢new window
12.蔡維修(2005)。體驗行銷、顧客價值、顧客滿意與行為意向關係 之研究--以田尾公路花園形象商圈為例(碩士論文)。朝陽科技大學。  延伸查詢new window
13.洪勝鴻(2004)。體驗行銷及關係行銷對顧客價值及顧客滿意影響之研究(碩士論文)。國立高雄應用科技大學。  延伸查詢new window
14.何慧儀(2002)。策略體驗模組對網路書店虛擬社群忠誠度影響之研究(碩士論文)。南華大學。  延伸查詢new window
15.余錦芳(2002)。顧客滿意與品牌忠誠度之相關研究(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
16.林秀貞(2004)。體驗行銷與顧客忠誠度之關係探討(碩士論文)。東吳大學。  延伸查詢new window
17.劉佩宜(2005)。體驗行銷、口碑影響力、生活型態與購買決策關係之研究(碩士論文)。南華大學。  延伸查詢new window
18.王龍輝(2003)。捷運遊客生活型態與捷運一日票使用態度及滿意度之研究(碩士論文)。南華大學。  延伸查詢new window
19.廖俊儒(2004)。職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究(博士論文)。國立臺灣師範大學。new window  延伸查詢new window
20.袁薏樺(2003)。體驗行銷、體驗價值與顧客滿意關係之研究(碩士論文)。國立臺北科技大學。  延伸查詢new window
21.陳育慧(2002)。體驗行銷之探索性研究--統一星巴克個案研究(碩士論文)。中國文化大學。  延伸查詢new window
22.李珮琳(2001)。品牌態度與品牌忠誠類型之關聯性。  延伸查詢new window
23.徐伯雄(2005)。體驗品質之前置因素對體驗品質、情緒、體驗滿意度及行為意圖影響之研究─以音樂類演出為例。  延伸查詢new window
24.黃聖傑(2004)。體驗行銷於文化創意產業之應用。  延伸查詢new window
25.潘韻如(2005)。廣告知體驗行銷策略、產品涉入程度與體驗滿意度、品牌態度、購買意圖關係之研究。  延伸查詢new window
26.Alonso, S.(2000)。The Antecedent and Consequences of Customer Loyalty. the Roles of Customer Satisfaction and Consumer Trust-Commitment。  new window
27.Daugherty, T. M.(2001)。Consumer Learning and Three-dimensional Ecommerce: The Effects of Sequential Exposure of a Virtual Experience Relative to Indirect and Direct Product Experience of Product Knowledge, Brand Attitude and Purchase Intention。  new window
圖書
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