以SOR理論探討體驗行銷、品牌態度對購買意願之影響 — 以IKEA為例

相較於過去，消費者已不再只是注重商品本身，而是更重視於消費過程所帶來的樂趣及感受。而體驗不只令人難忘，更經由店鋪中的擺設設計及情境氛圍所影響，許多企業也開始嘗試加入新技術以提供消費者身臨其境的新體驗。另外線上通路的崛起，使得實體通路面臨一大挑戰，但實體通路卻是消費者無法取代的購物體驗形式之一。過去研究相關文獻大多將體驗策略模組五種構面加以結合，進一步探討購買意願之關係，但鮮少將所受體驗刺激的主元素及其他變數納入考慮。因此，本研究以SOR理論為基礎，以IKEA實體店鋪為例，探討體驗行銷之策略模組五種構面(感官、情感、思考、行動與關聯體驗)，分別對品牌態度(情感、認知)的刺激及購買意願之影響反應。由於知覺品質會影響購買意願，因此本研究將知覺品質作為情感與購買意願間的調節變數。本研究以網路問卷方式針對曾至IKEA實體通路購物體驗的消費者為研究對象，共回收311份有效樣本，並採用SPSS及Smart PLS進行驗證分析。經研究結果發現，感官與情感體驗正向影響品牌態度之情感，其中情感體驗為主要影響情感的因素；思考、行動與關聯體驗正向影響品牌態度之認知，又以行動體驗為主要影響認知的因素，而品牌態度會受到認知進一步影響情感，另外，購買意願主要來自品牌態度之情感影響，但知覺品質作為調節變數不會促使品牌態度之情感而增加購買意願。最後，依據研究結果提出相關結論與建議之參考。

關鍵字

SOR理論；體驗行銷；品牌態度；購買意願；知覺品質

並列摘要

Consumers not only pay attention to the goods themselves but also stress on the pleasure and feeling brought by the consumption process compared with the past, which makes experiential marketing gradually valued. The experience is not only unforgettable, but also influenced by the decoration design and situations in the store. Many enterprises have also begun to try to introduce new technologies to provide consumers with new immersive experiences. In addition, the rise of online access has made physical access a major challenge, but physical access is one of the forms of shopping experience that consumers cannot replace. Therefore, this research is based on SOR theory and takes IKEA physical store as an example, to discuss the stimulation of strategic modules of experiential marketing (sensory, emotional, thinking, action and related experience) to the attitude toward brand (emotional, cognitive components) and their effects on the purchase intention. As perceived quality will affect purchase intention, this research regarded perceived quality as a modulating variable between emotional component and purchase intention. This study is aimed at consumers who have visited the shopping experience of IKEA physical by online questionnaire, a total of 311 valid questionnaires were collected by means of questionnaire survey, and PLS was used for the verification and analysis. Through the results of this research, it was found that the sensory and emotional experience positively affecting the emotion of brand attitude, and the emotional experience is the main factor affecting emotional; thinking, action and related experience positively affect the cognitive of brand attitude, and the action experience is the main factor affecting cognitive. While attitude toward brand is affected by cognitive components, furthermore it affects the emotional components. Thus, consumers’ purchase intention is mainly affected by the emotional components of attitude toward brand, but perceived quality does not significantly regulate the emotional components and purchase intention. Finally, relevant conclusions and suggestions are put forward according to the research results for reference.