台中地區百貨公司化粧品專櫃體驗行銷之研究

A Study of Consumers' Experiential Marketing of Cosmetics Brand Located in the Department Stores in Taichung Area

吳佩玲(Pei-Ling Wu)

《服務業管理評論》 6期 (2008/12) Pp. 53-66

https://doi.org/10.29858/SIMR.200812.0004

摘要

本研究運用問卷調查方式，以台中地區新光三越中港店、廣三SOGO與中友百貨公司化粧品專櫃的女性消費者爲便利抽樣之研究對象，目的在於探討體驗行銷之差異情況。運用次數、百分比、因素分析、獨立樣本t檢定、一因子多變量變異分析所得資料。體驗行銷因素發展爲「行動體驗」、「關聯體驗」、「思考體驗」、「感官體驗」與「情感體驗」。未婚比已婚的消費者更同意在「行動體驗」與「關聯體驗」的觀點，31-40歲之消費者比41-50歲與51歲以上之消費者更同意在「感官體驗」的認知，大專院校教育程度與碩士以上之消費者比高中職以下之消費者更同意在「行動體驗」與「感官體驗」的認知，月收入20，001-40，000元之消費者比20，000元以下、40，001-60，000元與60，001元以上之消費者更同意在「行動體驗」與「感官體驗」的認知，均達顯著差異。建議台中地區百貨公司化粧品專櫃業者必須營造體驗行銷之環境，刺激消費者之行動體驗，結合百貨公司化粧品專櫃與消費者的關聯，和藹的服務以強化百貨公司化粧品專櫃之營運。

關鍵字

百貨公司化粧品專櫃 ； 體驗行銷

並列摘要

In this study, convenient sampling was exercised among female consumers of cosmetic brands stationed in Shin Kong Mitsukoshi Taichung store, SOGO Taichung store and Chungyo department store in Taichung area in order to discuss related circumstances of their experiential marketing. Analysis methods, such as frequency, percentage, factor analysis, t-test and MANOVA were operated for data processing. Factors of experiential marketing were ”act experience”, ”relating experience”, ”think experience”, ”sensing experience” and ”feeling experience”. Single consumers were more agreeable with ”acting experience” and ”relating experience” than married consumers; consumers at the age of 31-40 agreed with ”sensing experience” rather than consumers at age of 41-50 and older than 51; consumers with college and graduate school background were consent to ”acting experience” and ”sensing experience” than consumers with senior high school or below education background; consumers whose monthly income between 20, 001 to 40, 000 accept ”acting experience” and ”sensing experience” more than consumers whose monthly income less than 20, 000, between 40, 001 to 60, 000 and more than 60, 001. The above results had attained to significant differences. It is suggested that the in-charge persons of each cosmetic brand stationed in department stores in Taichung area ought to create experiential marketing environment for consumers, stimulate people's act experience, build a strong link with consumers, provide pleasant and kindness service in order to enhance operation and boost the sales in products.

並列關鍵字

cosmetic brand located in department store ； experiential marketing