花店互動體驗行銷—服務主導邏輯與價值共創之應用

本研究以服務主導邏輯與價值共創理論強調之互動、服務為核心，同時整合應用體驗行銷理論建構「互動體驗、美感體驗、購買意願」模型：探討花店與顧客於互動體驗與購買意願之影響，透過美感體驗之中介，提升顧客購買意願。研究方法以問卷和腦波儀測試，對象是花店顧客，問卷130份樣本，其中十位進行腦波檢測。分析結果，支持H1：花店和顧客互動體驗與購買意願呈正影響。H2：花店與顧客互動體驗，於美感體驗上呈正向影響。H3：花店顧客美感體驗，與購買意願呈正影響，H4：花店與顧客互動體驗，經美感體驗，與購買意願呈正影響，美感體驗扮部分中介角色。腦波測試顯示互動體驗可能帶來專注，有其效果。本研究提供花店重要資訊，供後續經營之參考。

關鍵字

服務主導邏輯；價值共創；互動體驗；美感體驗；購買意願

並列摘要

Theories of service-dominant logic and value co-creation are used in this research, whose core concepts emphasize interaction and service. Also integrated is the experiential marketing theory to construct a model that connects interactive experience and aesthetic experience with purchase intention. Interactive experiences between customers and florists have influence on purchase intention, with a mediator of aesthetic experiences. The research method used questionnaire survey and brain wave devices to collect data. Participants were recruited from flower shop customers. 130 questionnaires were returned and valid, and 10 participants were further invited to detect their electroencephalogram (EEG) as a physiological signal for their interactive and aesthetic experiences. The analysis results supported hypotheses. H1: The interactive experience of customers with florists had a positive influence on purchase intention. H2: The interactive experience led to a positive aesthetic experience. H3: The aesthetic experience of flower shop customers had a positive influence on purchase intention. H4: The customers' interactive experience with florists, through the aesthetic experience, had a positive influence on the purchase intention. The aesthetic experience played the role of a mediator. Results of EEG have shown that interactive experiences made customers involved with positive effects. This research provides useful information for managers of flower shops about how to create win-win service and positive experiences of customers.

並列關鍵字

service dominant logic ； value co-creation ； interactive experience ； aesthetic experience ； purchase intention

參考文獻

Chu, H. T., Gau, L. S., Wu, C. J., & Kim, J. C. (2021). Application of service-dominant logic and value co-creation into flower store service to produce positive interactive and esthetic experiences. In T. H. Meen, C. Y. Chang, & C. F. Yang (Eds.). Knowledge Innovation on Design and Culture, Proceedings of the 3rd IEEE International Conference on Knowledge Innovation and Invention 2020 (IEEE ICKII 2020) (pp. 77-80), Kaohsiung, Taiwan. August 21-23, 2020. World Scientific Pub. Co. Inc. https://doi.org/10.1142/9789811238727_0018

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