進入體驗經濟時代後,民眾消費時除重視產品性能或服務效益之外,也同時重視能否從消費活動中獲得新鮮、愉悅之感覺,故以感性的體驗行銷(Experiential Marketing)來吸引消費者將是未來的趨勢潮流(Schmitt, 1999)。本研究主要探討體驗行銷和顧客忠誠度之間的關係,體驗行銷的概念乃採用Schmitt(1999)提出的五個構面:感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗。並以大學生族群為研究對象,採便利抽樣方式發放問卷。研究的方法主要採用信度分析、相關分析、回歸分析以及敘述性統計。結果發現消費者在消費體驗構面中的「情感體驗」與「關聯體驗」感受愈好,在對消費者「忠誠度」的影響愈高。且五種體驗行銷對於忠誠度皆有正向關係。
In the era of experiential economy, the public not only value the functional benefits of service, but also its hedonic and pleasant aspects. Therefore, utilizing affective experiential marketing to attract consumers is the trend (Schmitt, 1999).The Study is focus on the relationships among experiential marketingand customer loyalty. The concept of experiential marketing is according to the research of Schmitt (1999). There are five dimensions in his study: the senses, feelings, thinking, acting and relating. My research objects are college students. I use convenient sampling to arrange my questionnaire. Research Methods are reliability analysis, correlation analysis, regression analysis and descriptive statistics. Regarding the experiential aspects of consumption, the more sense-experience and relate-experience the consumers have, the more loyal they are. And the experiential marketing has significantly positive influences to loyalty.