芳香療法體驗行銷對顧客滿意度與購買意願之影響分析

時代的進步，醫學技術不斷的更新，人類平均壽命也隨之增長，繁忙的生活步調讓壓力無所不在，因為壓力所造成的生理及心理方面的疾病卻層出不窮，國內外學者也因此致力研究如何改善壓力之相關的議題和方法。而另類療法中的芳香療法，則是從天然的植物去萃取出的精油，透過嗅吸、浸泡、塗抹、按摩、濕敷等等之方式作為對於身體的保健使用之外，也用來作為改善壓力的方法之一，芳香療法在國內外也獲得相當高的肯定，簡單的使用就可「聞」出好心情，若是與藥物帶來的副作用相比，天然的精油成份讓消費者的接受度較高，正因為如此這一個對人類有益的產業如何在臺灣的區域推廣，值得研究與探討。芳療法業者如何運用精油獨特之特性，除了本身商品天然的氣味，亦可透過體驗行銷來帶動買氣。本研究採用網路問卷調查法資料蒐集，以居住在雙北市之居民為主，並採用SPSS所得之結果分析實證。因應時代的變遷消費者在體驗行銷過程中，容易將商品的優勢及好處直接讓消費者獲得最貼近的感受，體驗行銷對企業是很重要的一種行銷方式，本研究最終目的在於探討芳香療法體驗行銷對顧客滿意度與購買意願之影響，研究變項間皆為有顯著之關聯性。希望本研究可供芳香療法業者推廣精油產品之參考。

關鍵字

芳香療法；體驗行銷；購買意願；顧客滿意度

並列摘要

With the progress of the times and the continuous updating of medical technology, the average life expectancy of human beings has also increased. The busy pace of life makes stress everywhere, and the physical and psychological diseases caused by stress are emerging in endlessly. Scholars at home and abroad are also devoted to research on how to improve stress. related issues and methods. Aromatherapy in alternative therapy is to extract essential oils from natural plants, through sniffing, soaking, smearing, massage, wet compress, etc. as a health care for the body, it is also used as an improvement One of the methods of stress, aromatherapy has also been highly affirmed at home and abroad. Simply using it can "smell" a good mood. Compared with the side effects caused by drugs, natural essential oils are more acceptable to consumers. Because of this, how to promote this beneficial industry in Taiwan is worth studying and discussing. How aromatherapy practitioners use the unique characteristics of essential oils, in addition to the natural smell of their own products, can also drive purchases through experiential marketing. This study adopts the online questionnaire survey method to collect data, focusing on residents living in Taipei City and New Taipei City , and uses SPSS results to analyze the evidence. In response to the changes of the times, in the process of experiential marketing, it is easy for consumers to directly let consumers get the closest feeling from the advantages and benefits of products. Experiential marketing is a very important marketing method for enterprises. The ultimate purpose of this study is to explore the fragrance. The impact of therapy experience marketing on customer satisfaction and purchase intention, there is a significant correlation between research disguises. It is hoped that its research can serve as a reference for aromatherapy practitioners to promote essential oil products.

並列關鍵字

Production Scheduling ； Antipollution Cost ； Lingo 9.0 ； Make-To-Order

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