電子商務「體驗行銷」模式對消費者購買意願影響之研究

論文名稱：電子商務「體驗行銷」模式對消費者購買意願影響之研究頁數：48 校系(所)組別：淡江大學國際企業學系國際行銷碩士在職專班畢業時間及提要別：107學年度第2學期　　　學位論文提要研究生：許秀雯　　　　　　　指導教授：李培齊博士、孫嘉祈博士論文提要內容：根據2018年經濟部統計處調查資料顯示，電子購物儼然已成為全球目前首當發展之一，舉凡日常生活用品至3C家電皆可以在網路上進行購買行為。因此，進入電子商務產業之廠商逐年增加，為在此產業佔有一席之地，提升顧客購買意願便成為廠商們該思考的問題。體驗行銷模式是近幾年最為常見的行銷手法之一，然而其效果如何尚未能從學術研究的文獻中得出結論，目前探討電子商務體驗行銷之研究仍有不足，有許多案例可以進一步探討與研究。本研究主要目的在於探討於電子商務的環境下體驗行銷、消費者購買意願及價格之間的關係為何，並且希望藉由分析之結果提供學術機構、業者或是其他關心電子商務未來發展之人士作為參考。本研究分析結果如下： (1) 廠商運用體驗行銷於電子商務會正向影響消費者購買意願:結果與預期相反 (2) 電子商務之體驗行銷與顧客購買意願間的關係會受產品價格的干擾；產品價格越高電子商務的體驗行銷與顧客購買意願的關係越明顯:部分支持；價格為干擾變數，但其作用與預期相反關鍵字:電子商務、體驗行銷、消費者、購買意願、價格＊依本校個人資料管理規範，本表單各項個人資料僅作為業務處理使用，並於保存期限屆滿後，逕行銷毀。表單編號：ATRX-Q03-001-FM030-03

關鍵字

電子商務；體驗行銷；購買意願；價格

並列摘要

Title of Thesis: The Research of the Effects of Experience Marketing E-commerce Model on Consumer Purchase Behavior. Total Pages：48 Key words: E-commerce、Experience Marketing、Purchase intention、Price Name of Institute: Executive Master’s Program of Business Administration in (EMBA) International Marketing, Tamkang University Graduate date:June,2019　　　　Degree Conferred: Master Name of Student: XU,XIU-WEN (許秀雯)　　　　 Advisor：Dr. Lii , Pei Chyi (李培齊博士) Dr. Sun ,Chia-chi (孫嘉祈博士) Abstract: According to the survey data of the Statistics Department of the Ministry of Economic Affairs, e-shopping has become one of the world's significant trends , and everything from daily necessities to 3C home appliances can be purchased on the Internet. Therefore, the number of manufacturers entering e-commerce has increased year by year, and it has become a problem for manufacturers to increase consumers’willingness to purchase. The main purpose of this study is to explore the relationship between experiential marketing, consumer purchase intention and price in an e-commerce environment.Hopefully,the study would provide practitioners or other agencies that care about the future development of e-commerce through the results of the analysis. The results of this study are as follows: (1) Vendors use experiential marketing in e-commerce will positively influence consumers' willingness to purchase. (2) The relationship between e-commerce experiential marketing and customer purchase intention will be affected by product price; the higher the product price, the stronger the relationship between e-commerce experiential marketing and customer purchase intention. According to “TKU Personal Information Management Policy Declaration“, the personal information collected on this form is limited to this application only. This form will be destroyed directly over the deadline of reservations. 表單編號：ATRX-Q03-001-FM031-02