沉浸式顧客體驗與消費行為之關聯: 以誠品書店為例

Investigating Relations among Experiential Marketing, Transcendent Customer Experience and Consumer Behavior: A Case Study of Eslite Bookstore

劉欣宜(Liu Hsin-I)

指導教授 ： 郭貞

國立政治大學/傳播學院/國際傳播英語碩士學位學程(IMICS)/碩士(2018年)

https://doi.org/10.6814/THE.NCCU.IMICS.018.2018.F05

摘要

本研究旨在探究體驗行銷、沉浸式顧客體驗與消費行為之關聯，以誠品書店為例。體驗行銷部分，本研究著重在感官、情感、以及關聯三個模組，並探究該模組與沉浸式顧客體驗之間的關聯。此外，本研究亦檢視沉浸式顧客體驗與顧客滿意度、顧客忠誠度以及消費者品牌價值之間的關係。研究方法部分，本研究採量化方式，經由線上問卷蒐集有效樣本272份，以迴歸分析回答研究假設與研究問題。研究結果顯示，體驗行銷的三個模組均能預測沉浸式顧客體驗、顧客滿意度、顧客忠誠度以及消費者品牌價值，其中沉浸式顧客體驗對於體驗行銷的發揮具有中介效果。

關鍵字

體驗行銷 ； 沉浸式顧客體驗 ； 顧客滿意度 ； 顧客忠誠度 ； 消費者品牌評價

並列摘要

The research purpose of this study is to investigate the operation and effect of experiential marketing with specific focus on Eslite Bookstore. Firstly, the study examines how three modules from experiential marketing theory, sense marketing, feel marketing, and relate marketing, are related to immersive customer experience, the theory of which is based on transcendent customer experience. This study also examines whether the experience itself may lead to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity. This study utilized online survey and collected 272 valid responses; afterwards, simple regression, mediation analysis and hierarchical regression were conducted to investigate the hypotheses and research questions. This study found that sense marketing, feel marketing and relate marketing play significant roles in leading to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity through the mediation of immersive customer experience (also titled as TCE in the paper), indicating that atmosphere created by the marketers should be considered as an important factor when managing customer experience. It is likely that the experience can be extended as a positive perception to the brand awareness and brand image, and to reach the goal, transcendent customer experience serves as a mediator in order to put experiential marketing into effect, which provides insights for academy and industry seeking to shed light on the effect of experiential marketing.

並列關鍵字

Experiential marketing ； Transcendent customer experience ； Consumer satisfaction ； Consumer loyalty ； Customer-based brand equity

參考文獻

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