體驗行銷對顧客滿意度與購買意願之影響分析

An Impact Analysis of Experience Marketing to Customer Satisfaction and Purchase Intention

蔡玲瓏(Ling-Long Tsai) ； 陳致穎(Chih-Yin Chen)

《觀光與休閒管理期刊》 6卷特刊 (2018/08) Pp. 63-71

https://doi.org/10.6510/JTLM.201808_6(S).0007

摘要

體驗經濟時代的來臨，民眾的消費習慣從以「實用」為主要因素的「有形的功能性商品」，轉為以「感受」為主要考量的「無形的情感體驗」。體驗式的商品主要體現在消費過程中的感受，商品本身只是一種讓消費者藉由此物品產生情感和思考面上的媒介。販售體驗式商品的店家應從提高產品無形的附加價值開始，使民眾在消費過程或是商品上產出額外的情感與連結，透過不斷加強這些消費的刺激跟感受，營造難忘的記憶，最終達到對店家品牌的忠誠和信任。本研究以Schmitt(1999)提出體驗的五個構面：感官、情感、思考、行動、關聯構面作為體驗效果測量依據，探討體驗行銷對於臺南奇美博物館常設展，是否存在強烈效果影響，並檢測整體展覽之體驗模式，對看展民眾滿意度的關係程度，以及看展民眾對週邊紀念商品的購買意願是否與此體驗模式具有正向因果關係。根據研究結果發現在人口統計變項中，以不同年齡的族群較能區分出顯著性。而體驗行銷對購買意願、滿意度兩者間，在此常設展覽模式中皆呈現正向因果關係。其中以20歲以下和40-49歲的親子族群對於體驗感受程度最佳，可以加強親子互動之活動與空間運用，吸引更多親子族群參觀。整體程度最差的為20-29的族群，可以多運用名人效應、科技的結合、社群平台的連結等，吸引年輕族群的關注。

關鍵字

體驗行銷 ； 顧客滿意度 ； 購買意願

並列摘要

The age of experimental economy is coming. People's spending habits change. Feeling, intangible and emotional experiences take the place of practical, tangible and functional commodities. The subject of experimental commodities is the ＂feeling＂ which customers feel in the consuming process. A tangible commodity is just a medium for customers to project their feeling and thinking. Therefore, experimental sellers have to enhance added value to their experimental commodities to let customers have feeling or thinking connections in consuming process. Through stimulating customers' feeling and thinking to produce their own unforgettable experiences, the experimental sellers can earn their loyalty and credence toward the brands. In this research, I will take Schmitt's five strategic modules of experience in 1999, including ＂sense＂, feel＂, think＂, act＂ and ＂relate＂ as measuring modules to explore the effect of experimental marketing in the permanent exhibition of CHIMEI museum in Tainan. Moreover, I will pay attention on the experimental mode of exhibitions, the correlation of exhibitors' satisfaction and the correlation of exhibitors' purchase intention.

並列關鍵字

Experiential Marketing ； Customer Satisfaction ； Purchase Intention