體驗行銷與涉入程度對網路購物者滿意度與忠誠度之影響

The effect of Experiential Marketing and Involvement on the satisfaction and loyalty of online shoppers

龍大智(Ta-Chih Lung)

指導教授 ： 陳思寬

國立臺灣大學/管理學院/國際企業學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.10239

摘要

本研究以Schmitt所提出的策略體驗模組，並以家電�電子產品為研究產品，透過量化研究方法，探討在網路購物中，體驗行銷、涉入程度、滿意度與忠誠度之間的關係。首先，文獻探討從體驗行銷、涉入程度、網路購物、滿意度與忠誠度進行探討，進而探究如何從體驗行銷模組與涉入程度，增加網路購物者的滿意度與忠誠度。透過問卷調查的方式，利用七尺度量表，衡量受測者對於不同體驗行銷模組與涉入程度，對滿意度與忠誠度的影響。
最後歸納出以下結論：
1. 性別、教育程度對體驗行銷各構面皆無顯著差異；年齡方面，除了感官體驗之外，其他構面皆達顯著差異；婚姻狀況對體驗行銷各構面皆達顯著差異；職業方面，除了行動體驗之外，其他構面皆無顯著差異。
2. 涉入程度對體驗行銷、滿意度與忠誠度皆達顯著差異。
3. 體驗行銷對滿意度、體驗行銷對忠誠度之間皆呈現顯著正相關。網路購物者滿意度對於忠誠度有相當顯著的正向影響。
4. 涉入程度、思考體驗、行動體驗皆對於滿意度及忠誠度有解釋力，且成正向關係。

關鍵字

體驗行銷 ； 涉入程度 ； 網路購物 ； 滿意度 ； 忠誠度

並列摘要

This study is based on Strategic Experiential Model proposed by Schmitt. The study, through quantitative approach, probe into the relationship between experiential marketing, degree of involvement, satisfaction, and loyalty in the context of online shipping. Home appliances/electronic products are used in the study. First, through discussions on topics such as experiential marketing, degree of involvement, online shipping, satisfaction, and loyalty, the study further explores the possibility of increasing online shopper's satisfaction and loyalty via experiential marketing and degree of involvement. The study also employs questionnaires, applying Likert's 7 level scale, to measure how much an interviewee's satisfaction and loyalty is affected by experiential marketing model and degree of involvement.
Below conclusions are deduced:
1. Gender, education level does not make any significant differences to any dimensions of experiential marketing; Age does contribute significant differences to all dimensions other than experiential feeling of sense; Marital status contribute significantly to all dimensions of experiential marketing; Career, other than experiential feeling of act, makes no difference to any other dimensions.
2. Degree of involvement makes signification contribution to experiential marketing, satisfaction, and loyalty.
3. Experiential marketing significant positive correlation to satisfaction, loyalty. Online shopper's satisfaction contribute positively to loyalty.
4. Involvement, think and act of experiential marketing can all be used to explain inclination of satisfaction and loyalty, all having positive influences.

並列關鍵字

experiential marketing ； involvement ； online shipping ； satisfaction ； loyalty

參考文獻

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