咖啡連鎖業之體驗行銷、知覺價值與購買意願關係研究

Experience Marketing, Perceived Value, and Purchase Intentions in the Coffee Chain Store

梁進龍(Jin-Long Liang) ； 陳政平(Jen-Ping Chen)

《經營管理論叢》 5卷1期 (2009/06) Pp. 1-11

https://doi.org/10.6872/OMR.200906_5(1).0001

摘要

隨著商業競爭、科技技術以及消費者偏好的轉變，行銷實務產生了大幅改變。有別於傳統行銷方式，體驗行銷認為商品創造價值的主要部分是來自感官經驗，而不是產品本身。本研究以問卷方式，對餐飲服務的連鎖咖啡店消費者進行調查。研究檢驗體驗行銷、知覺價值與購買意願之間的關係。經過預試，本研究調整問卷內容後進行正式調查。有效回收問卷242份，變數信度指標均達0.8以上。經過相關係數、層級迴歸分析，我們發現體驗行銷與知覺價值、購買意願間具有顯著正向關係。最後，對於研究發現與限制均有進一步討論。

關鍵字

體驗行銷 ； 知覺價值 ； 購買意願

並列摘要

Due to the changes of commercial competition, science and technology, and consumptive pattern, the traditional way of marketing is no longer satisfied by consumersand the economy developing process has been changed to ＂Experience Economy.＂ Experience marketing provides customers with various consumption experiences that can really influencial their sense and emotion. It provides good opportunities to establish long-term relationships with customers. This study examines the relationship between experiential modules (sense experience, feel experience, think experience, act experience, and relate experience), perceived value, and purchase intentions. For quantitative analysis, it takes purposive sampling at Starbucks coffee shops in Taiwan. Total 300 questionnaires were collected, and 58 were removed from the sample because of incomplete answers. The valid samples were 242(80.6%). The findings are as follows: 1. Experiential marketing was positive related with perceived value. 2. Experiential marketing was positive related with purchase intentions. 3. Perceived value was positive related with purchase intentions. Besides, some implications of these findings for business organizations and scholars are discussed.

並列關鍵字

Experience Marketing ； Perceived Value ； Purchase Intentions