企業體驗行銷與消費者價格敏感度關係之研究

體驗行銷是現在行銷的新思維之一，目的是藉由創造消費者在感官、情感、思考、行動與關聯等五種策略模組上的體驗，以提高消費者的價值感受。因此，本研究認為若消費者對企業體驗行銷有正向的認知，應該會降低消費者的價格敏感度，而有利於創造企業的競爭優勢。由於Schmitt（1999）僅提出體驗行銷的概念性定義與粗略之體驗行銷量表，因此本研究的第一個目的是以個人深度訪談法，以美髮業之消費者為研究對象，建立具有信度與效度之體驗行銷量表。第二個目的則為根據前述具有信度與效度之量表分析五種體驗行銷策略模組與消費者價格敏感度之關係，並以消費者之顧客參與、購買頻率、參考價格區間、價格多樣化認知、顧客滿意度等為控制變數。結果顯示，五種體驗行銷策略模組與消費者價格敏感度均呈顯著的負相關。根據研究結果，本研究提出理論與實務上之建議。

關鍵字

體驗行銷；體驗行銷量表；價格敏感度

並列摘要

Experiential marketing has gained much attention from marketing practitioners and scholars. It aims to increase customers' perceived value through the five dimensions of experiences: sense, feel, think, act and relation. This research argues that customers' positive perceptions on the five dimensions can decrease customer price sensitivity. The purposes of this study are two-folds. The first purpose is to develop a scale for customers' perceptions on experiential marketing, on the basis of Schmitt's (1999) definition on experiential marketing and his prototype scale for experiential marketing. The second purpose is to examine the relationship between experiential marketing and price sensitivity, while the effects of customer participation, purchase frequency, reference prices, price variety, and customer satisfaction on price sensitivity are controlled for. Research results show that the five dimension of experiential marketing are negatively related to price sensitivity.

並列關鍵字

experiential marketing ； scale for experiential marketing ； price sensitivity

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