體驗行銷對品牌意象及消費意圖的影響：以苗栗柴燒為例

Effect of Experiential Marketing on Brand Image and Consumption Intention：The Case of Miaoli Wood-fired Ceramic Art

林煜超(Yu-Chao Lin) ； 謝湘蓮(Hsiang-Lien Hsieh)

《臺灣企業績效學刊》 11卷1期 (2017/12) Pp. 1-22

https://doi.org/10.6697/TBPJ.201712_11(1).0001

摘要

發展文化創意產業是近幾年來全球先進國家的趨勢，包括臺灣，也積極推動文化創意產業的發展，期望文化創意產業能夠協助地方產業的發展，能為個人及社會創造價值，因此如何透過行銷手法來創造地方文創品牌價值是一項重要的議題。本研究目的旨在探索透過體驗行銷來建構苗栗陶藝品牌意象的可行性，藉以強化在地的優勢，發展苗栗的文化創意產業，並驗證以體驗行銷，作為苗栗陶藝品牌強化並影響消費意圖的可行性。本研究分為兩個階段，第一階段舉辦陶藝工藝體驗活動，透過體驗的過程，驗證陶藝品牌意象強化的可行性，透過問卷進行調查讓受試者將體驗過程感受給予評分，作為苗栗陶藝品牌意象與陶藝消費意圖的衡量。第二階段調查未參與體驗的受試者的苗栗陶藝品牌意象與消費意圖，並與第一階段參與體驗的受試者加以比較。結果顯示在品牌意象構面上，體驗行銷會顯著提高品牌象徵意象；比較體驗與未經過體驗的受試者在品牌意象與消費意圖之差異，其結果顯示，經過體驗的受試者其品牌意象也顯著高於未經過體驗者；此外研究結果也指出，無論有無經過體驗，品牌意象會正向影響消費意圖，且有體驗的受試者其影響顯著高於未體驗者。本研究結果可提供陶藝家在消費者體驗行銷上的規劃，以增益其品牌意象之推廣，同時增強消費者之消費意圖。

關鍵字

體驗行銷 ； 文化創意產業 ； 苗栗陶藝 ； 品牌意象

並列摘要

The purpose of this study was to explore the feasibility of building the image of the Miaoli ceramic art brand through experiential marketing and to verify its effects on Miaoli ceramic art brand image building and consumption intention. The research was divided into two phases. The first phase was to hold the ceramic art experiential activity which was pottery DIY. Through the questionnaire survey, the feasibility of the image enhancement of the ceramic art brand and consumption intentions was verified. The second phase investigated the image of the Miaoli ceramic art brand and the consumption intentions of the subjects who did not have such kind of experiences, and compared them with the subjects who attended the experiential activity. The results show that experiential marketing significantly improves the brand image building. In addition, the research results also indicate that the brand image positively influence the consumption intention for subjects with or without the experience of the marketing, and the subject with experiential marketing has a significantly higher impact on the consumption intentions than the inexperienced subjects. The results of this study provide the ceramic artists a strategic plan for Miaoli ceramic art brand image building while enhancing consumer consumption intentions.

並列關鍵字

Experiential Marketing ； Miaoli Ceramic Art ； Brand Image

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