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題名：探索餐飲業之體驗行銷--星巴克咖啡公司之個案研究
書刊名：人類發展與家庭學報
作者：劉元安 引用關係／謝益銘／陳育慧
作者(外文)：Liu, Yuan-an／Hsieh, I-ming／Chen, Yu-huei
出版日期：2007
卷期：9
頁次：頁60-87
主題關鍵詞：體驗行銷；消費者體驗；深度訪談；Experiential marketing；Consumer experience；In-depth interview
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(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:19
  • 點閱點閱:81
本研究以Schmitt(1999)的體驗策略模組爲概念性架構，星巴克咖啡公司的消費者爲訪談對象，從質性角度探討消費者在感官、情感、思考、行動、與關聯體驗的具體內涵。深度訪談之內容分析發現，消費者在星巴克咖啡門市的感官體驗以視覺部份爲主；情感體驗中以消費情境爲最重要；在思考體驗中，星巴克咖啡公司帶給消費者的思考體驗屬於刺激部份爲主，即創造出可以激發消費者討論的事件；在行動體驗中，消費者以身體的感受爲主；關聯體驗上，消費者到星巴克消費，是認爲星巴克咖啡公司是一個充滿人文氣息的地方，他們藉由到星巴克咖啡門市消費，形成品牌社群，從中得到群體歸屬感以及社會識別的自我概念。最後，本研究提出七項研究命題以供後續學者進行量化研究，驗證餐飲業體驗行銷的理論。
This qualitative study applied the Strategic Experiential Module proposed by Schmitt (1999a) to explore the specific content of consumers' experiences of SENSE, FEEL, THINK, ACT, and RELATE when they consumed in the Starbucks Coffee Company. Thirty consumers were involved in the in-depth interview. The results of content analysis showed that the SENSE experience mainly depended through consumers' eyes, while FEEL experience was created by store environment. THINK experience in the Starbucks Coffee was brought by surprises which led to provocation. ACT experience was resulted from consumers' physical body, while RELATE generated by belongingness and social identity under the brand community. There were seven propositions established for future empirical research.
期刊論文
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6.Singh, J.(1988)。Consumer Complaint Intentions and Behavior: Definition and Taxonomical Issues。Journal of Marketing，52(1)，93-107。  new window
7.Babin, Barry J.、Darden, William R.(1995)。Consumer self-regulation in a retail environment。Journal of Retailing，71(1)，47-70。  new window
8.Holbrook, M. B.(2000)。The Millennial consumer in the text of times: Experience and entertainment。Journal of Macromarketing，20(2)，178-192。  new window
9.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The experiential aspects of consumptions: consumer fantasies, feelings and fun。Journal of Consumer Research，9(2)，132-140。  new window
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12.Sujan, Mita(1985)。Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments。Journal of Consumer Research，12(1)，31-46。  new window
13.Baker, Julie、Parasuraman, A.、Grewal, Dhruv、Voss, Glenn B.(2002)。The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions。Journal of Marketing，66(2)，120-141。  new window
14.Gardner, Meryl Paula(1985)。Mood States and Consumer Behavior: A Critical Review。Journal of Consumer Research，12(3)，281-300。  new window
15.Alden, D. L.、Mukherjee, A.、Hoyer, W. D.(2000)。The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising。Journal of Advertising，29(2)，1-15。  new window
16.Russell, James A.(1980)。A circumplex model of affect。Journal of Personality and Social Psychology，39(6)，1161-1178。  new window
17.Terry, D. J.、Hogg, M. A.、White, K. M.(1999)。The theory of planned behaviour: Self-identity, social identity and group norms。British Journal of Social Psychology，38(3)，225-244。  new window
18.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research，20(3)，451-466。  new window
19.Kassarjian, Harold H.(1977)。Content Analysis in Consumer Research。Journal of Consumer Research，4(1)，8-18。  new window
20.Richins, Marsha L.(1997)。Measuring emotions in the consumption experience。Journal of Consumer Research，24(2)，127-146。  new window
21.Kotler, Philip(1973)。Atmospherics as a marketing tool。Journal of Retailing，49(4)，48-64。  new window
22.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review，76(4)，97-105。  new window
23.Olshavsky, R. W.、Granbois, D. H.(1979)。Consumer decision making-fact or fiction?。Journal of Consumer Research，6(5)，90-100。  new window
24.McCole, P.(2004)。Refocusing marketing to reflect practice: The changing role of marketing for business。Marketing Intelligence & Planning，22(5)，531-539。  new window
25.Schmitt, B.(1999)。Experiential marketing。Journal of Marketing Management，15(1/3)，53-67。  new window
26.Sheth, J. N.(1979)。Psychobiology and consumer research: A problem of construct validity。Journal of the Academy of Marketing Science,，7(3)，414-427。  new window
27.Singh, J.(1991)。Industry characteristics and consumer dissatisfaction.。Journal of Consumer Affairs，25(1)，19-56。  new window
圖書
1.林玥秀、劉元安、孫瑜華、李一民、林連聰(2003)。餐館與旅館管理。臺北：品度股份有限公司。  延伸查詢new window
2.黃瑞琴(1997)。質的教育研究法。臺北：心理。  延伸查詢new window
3.Gibson, J. J.(1979)。The ecological approach to visual perception。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
4.Engel, James F.、Blackwell, Roger D.、Kollat, David T.(1978)。Consumer Behavior。New York：Holt, Rinehart and Winston。  new window
5.Fiske, Susan T.、Taylor, Shelley E.(1984)。Social Cognition。Addison Wesley Publishing Company。  new window
6.王文科(2000)。質的教育研究法。師大書苑。  延伸查詢new window
7.王石番(1989)。傳播內容分析法：理論與實證。幼獅文化事業股份有限公司。  延伸查詢new window
8.Abbott, Lawrence(1955)。Quality and competition。Columbia University Press。  new window
9.Strauss, A.、Corbin, J.(1998)。Basic of Qualitative Research: Techniques and Procedures for Developing Grounded Theory。Thousand Oaks, CA：Sage。  new window
10.Silverman, D.(1997)。Interpreting Qualitative Data: Methods for Analyzing Talk, Text and Interaction。Sage。  new window
11.Yin, Robert K.、尚榮安(2001)。個案研究。臺北市：弘智文化事業有限公司。  延伸查詢new window
12.Hirschman, Albert O.(1970)。Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States。Harvard University Press。  new window
13.Toffler, Alvin(1970)。Future shock。New York：Bantam Doubleday Dell Pub。  new window
14.Izard, Carroll E.(1977)。Human Emotions。Plenum Press。  new window
15.張春興(2001)。教育心理學：三化取向的理論與實踐。台北：東華。  延伸查詢new window
16.Minichiello, Victor、Aroni, Rosalie、Timewell, Eric、Alexander, Loris(1995)。In-depth interviewing: principles, techniques, analysis。Longman。  new window
17.Ericsson, K. Anders、Simon, Herbert Alexander(1993)。Protocol Analysis: Verbal Reports as Data。MIT Press。  new window
18.Schiffman, Leon G.、Kanuk, Leslie Lazar(1983)。Consumer Behavior。Prentice-Hall。  new window
19.Yin, Robert K.(1994)。Case study research: Design and methods。Sage Publications。  new window
20.遠見(2001)。統一星巴克總經理徐光宇複製統一超商內部創業成功的活力。台北市：天下遠見出版股份有限公司。  延伸查詢new window
21.Gillham, B.(2000)。Case study research methods.。New York：Continuum。  new window
22.Schmitt, B. H.(1999)。Experiential marketing。New York：The Free Press。  new window
23.Schultz, H.、Yang, J. D.(1999)。Pour your heart into it: How Starbucks built a company one cup at a time。New York, NY：Hyperion。  new window
24.Stewart, D.、Shamdasani, P.(1991)。Focus groups: Theory and practice。CA：Sage。  new window
25.Weigert, A.J.、Teitge, J.S.、Teitge, D.W.(1990)。Sociological psychology and identity theory: A propositional essay of society and identity。Cambridge：Cambridge University Press。  new window
其他
1.上海經理人(20070907)。星巴克：怎樣締造理想商業帝國，http://biz.icxo.com/htmlnews/2007/09/07/1188297_0.htm， 2008/01/08。  延伸查詢new window
2.Thomas, D.R.(2000)。Qualitative data analysis: using Ageneral inductive approach.，New Zealand。  new window
圖書論文
1.Ward, S.、Robertson, T. S.(1992)。Consumer behavior research: Promise and prospects。Consumer behavior: Theoretical sources。Englewood Cliffs：Perntice-Hall。  new window
2.Landon, E. Laird Jr.(1980)。The direction of consumer complaint research。NA: Advances in Consumer Research。Association for Consumer Research。  new window
3.Miller, W. L.、Crabtree, B. F.(1992)。Primary Care Research: A Multimethod Typology and Qualitive Road Map。Doing Qualitative Research Newbury Park \ Crabtree ; Miller (eds.)。CA：Sage。  new window
4.Day, Ralph L.(1984)。Modeling choices among alternative responses to dissatisfaction。Advances in Consumer Research。Provo, UT：Association for Consumer Research。  new window
 
 
 
 
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