消費者動機與策略體驗模組偏好關聯之研究

隨著消費型態的不斷改變，現今已演進為體驗經濟的時代，企業應藉由消費情境的塑造，進而使顧客對其品牌或產品產生體驗，以提高顧客滿意與顧客忠誠。而眾多學者研究也指出企業需要提供客製化的服務，為顧客籌劃體驗，以滿足顧客的需求，以期留住顧客的心。因此，為了協助企業提供之體驗活動能確切滿足顧客所需要，本研究從顧客的角度出發，深入探討不同之消費動機對於策略體驗模組的偏好，以及對顧客反應之影響。本研究根據策略體驗模組，共分為感官體驗、情感體驗、思考體驗、行動體驗與關聯體驗五種類型，並結合消費者動機，作為企業在面對不同消費動機之顧客該加強何種體驗的依據。並以問卷訪問法進行資料收集，於食衣住行育樂六大不同行業，各選擇一店家之顧客作為研究對象，於每一行業發放300份問卷。結果顯示，不同消費動機之顧客對於策略體驗模組偏好具有顯著差異性，以及不同策略體驗模組對於顧客滿意與顧客忠誠也具有顯著差異性。最後，根據本研究之研究結果，給予企業實務上的建議如下：一、根據不同行業之差異，籌劃有效之體驗活動。二、根據有效之體驗活動，鎖定特定消費動機之顧客。三、根據有效之體驗活動，以人口統計變數作出市場區隔。

關鍵字

消費者動機；策略體驗模組；顧客反應

並列摘要

The economy evolution has been shifted to the era of experience economy. The enterprise needs to provide the customers customize the service, plans the experience for the customer to increase customer satisfaction and loyalty. Therefore, this study deals with theory building and practical analysis of consumer motivations and strategic experiential modules. This study is based on strategic experiential modules and consumer motivations. There were 300 questionnaires overall released for six industries include food, clothing, housing, transportation, education and entertainment. The results revealed that customers of different consumer motivations influence strategic experiential modules. The different strategic experiential modules influence customer satisfaction and loyalty. Results suggest are as follows: 1. Strengthen strategic experiential modules according to corresponding industries. 2. Strengthen strategic experiential modules according to corresponding consumer motivations. 3. Demographic factors are used as a basis of market segmentation in different industries.

並列關鍵字

Consumer Motivations ； Strategic Experiential Modules ； Customer Reaction

參考文獻

Assael, H. (1992), “Consumer Behavior and Marketing Action,” Boston, MA：PWS-KENT Publishing Company

Anderson, E. W. and Sullivan, M. W. (1993), “The Antecedents and consequences of Customer Satisfaction for Firms,” Marketing Science, 12(Spring): 125-143.

Anderson, E. W. (1998), “Customer Satisfaction and Word-of-Mouth,” Journal of Service Research, 1(1), 1-14.

Andrew, J. D., Clayton, F. W., and Charles, P. D. (2002), “The Relationship between Counselor Satisfaction and Extrinsic Job Factors in State Rehabilitation Agencies,” Rehabilition Counseling Bulletin, 45(4), 223-232.

Angeline, G., Anjala, S. and Michael, S. (2009), “This Event is Me! How Consumer Event Self-Congruity Leverages Sponsorship,” Journal of Advertising Research, Sep, Vol. 49 Issue 3, 271-284

國際替代計量

消費者動機與策略體驗模組偏好關聯之研究

未授權

主題瀏覽