沖泡式研磨咖啡包體驗行銷對消費者行為意圖之影響

The Impact of Experiential Marketing of Brewing Ground Coffee Products on Consumer Behavioral Intentions

陳細鈿(Hsi-Tien Chen)

《島嶼觀光研究》 8卷1期 (2015/03) Pp. 52-86

摘要

傳統咖啡產業行銷策略多較為靜態且專注於功能效益，缺乏令顧客感動及產生想像的體驗元素，在競爭激烈的咖啡市場中，很難與其他產品或品牌產生差異化，吸引顧客消費。少數關注於咖啡產業體驗行銷與消費者行為關係之研究，多以咖啡廳為主，探討研磨咖啡包體驗行銷研究者相當罕見，更鮮少以「刺激-有機體-反應」之消費者行為架構結合咖啡體驗行銷活動，探討其刺激消費者體驗知覺與情緒的歷程，及造成消費行為反應的機制。本研究以沖泡式研磨咖啡包為例，利用「刺激-有機體-反應」架構，以體驗矩陣為基礎，擬訂體驗行銷策略計畫，再透過此計畫設計咖啡品嚐體驗活動，讓消費者感受體驗媒介所傳遞的體驗行銷知覺，並探討其是否可有效提升消費者體驗價值、滿意度，進而正面影響其行為意圖，以驗證體驗行銷活動設計的有效性，作為咖啡業者擬定體驗活動及行銷策略之參考。結果顯示，咖啡品嚐體驗活動藉由各種體驗媒介可提供受訪者有效的體驗行銷知覺，對提升消費者體驗價值、滿意度及行為意圖有顯著效益。代表業者可利用咖啡品嚐體驗活動為體驗行銷工具，以動態方式讓消費者認識公司產品，藉此行銷公司產品。期望此結果有助於業者市場行銷策略，並可做為學術界後續研究之參考。

關鍵字

體驗媒介 ； 體驗行銷 ； 顧客滿意度 ； 行為意圖 ； 付費意願

並列摘要

In the past, marketing strategies of the coffee industry often were conducted by traditional media and marketing mix. Most of these traditional marketing strategies are static and focus on functional efficiency. They are lack of the experiential elements touching customer heart and strengthening customer impression. In competitive coffee market, it is very difficult for them to differentiate with other products or brands, and separate niche market. A few studies concerned about the relationship between experiential marketing and consumer behavior in the coffee industry. However, Most of them focused on coffee shops. It is rare to explore experiential marketing of ground coffee package. it is rare that integrating ＂stimulus-organism-response＂ consumer behavior framework with the coffee experience marketing activities to study its course to stimulate consumer experience of perception and mood, and the mechanism causing consumer behavior reaction. The ground coffee package of D company as an example in this study, ＂stimulus-organism-response＂ framework and experiential grid were used to develop experiential marketing plan. Based on this plan, coffee tasting experience activity was designed. It allows consumers to experience the perception of experiential marketing through experience providers, and to discuss whether it can effectively enhance the consumer experience value, satisfaction and behavioral intentions (Willingness to pay for activity, recommended and cross-purchasing intentions). It can be used to verify the effectiveness of experiential marketing activities and a reference that coffee industry sets the experiential activity price and marketing strategy. Furthermore, the impact of gender, age, education and occupation variables on experiential marketing, experiential value, customer satisfaction, and behavioral intentions were analyzed. The result are expected to help the owners develop differentiation and market segmentation strategies, and can be used as academic reference.

並列關鍵字

Experiential Providers ； Experiential Marketing ； Customer Satisfaction ； Behavioral Intentions ； Willingness to Pay

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