近年來每當節慶來臨,不難發現在網路上有愈來愈多企業主順應節慶,舉辦各式的節慶網路活動。Pine and Gilmore(1998)指出:「二十一世紀已進入體驗經濟時代,未來行銷戰場將集中於消費體驗之建立」。因此,本研究將體驗的概念引入節慶網路活動的研究中,探討節慶網路活動應該具備哪些體驗特性方能確實達到廣告效果,並進一步探討不同族群之消費者對廣告效果的影響。 本研究引用Mackenzie, Lutz and Belch(1986)廣告中介模式的情感轉移說作為理論基礎,並結合Pine and Gilmore(1998)的「體驗模型」,發展出四個節慶體驗特性:「娛樂性」、「教育性」、「逃離現實性」及「美感」。由於節慶網路活動大都搭配有促銷活動作經濟誘因,故加入「經濟性」體驗。本研究更進一步將「網路使用經驗」此調節變數列入研究中作思考,發展出研究架構。本研究採取實地實驗法,經由結構化方程模型之建構與實證,歸納出以下研究結論: (一)消費者在節慶網路活動中體驗到的「娛樂性」、「逃離現實性」、「美感」與「經濟性」程度,會對其「網路活動態度」產生影響。 (二)消費者在節慶網路活動中體驗到的「教育性」、「美感」與「經濟性」程度,會對其「品牌態度」產生影響。 (三)消費者在節慶網路活動中體驗到的「教育性」與「經濟性」程度,會對其「產品態度」產生影響。 (四)在節慶網路活動中,消費者的「網路活動態度」、「品牌態度」、「產品態度」、「經濟性」體驗,皆會對其「購買意願」產生影響效果;且消費者的「網路活動態度」亦會對其「品牌態度」與「產品態度」產生影響效果。 (五)不同「網路使用經驗」之消費者,會對其在節慶網路活動中體驗到的「娛樂性」、「教育性」、「經濟性」程度與「網路活動態度」之間的關係產生調節影響效果。「高網路使用經驗」的消費者,在節慶網路活動體驗到的「娛樂性」、「經濟性」程度對於「網路活動態度」的效果較「低網路使用經驗」的消費者為顯著。而「低網路使用經驗」的消費者,體驗到的「教育性」程度對於「網路活動態度」的效果則較「高網路使用經驗」的消費者為顯著。 (六)不同「網路使用經驗」之消費者,會對其在節慶網路活動中體驗到的「經濟性」程度與「品牌態度」之間的關係產生調節影響效果。「高網路使用經驗」的消費者,在節慶網路活動體驗到的「經濟性」程度對於「品牌態度」的效果較「低網路使用經驗」的消費者為顯著。 (七)不同「網路使用經驗」之消費者,會對其在節慶網路活動中體驗到的「娛樂性」程度與「產品態度」之間的關係產生調節影響效果。「高網路使用經驗」的消費者,體驗到的「娛樂性」程度對於「產品態度」的效果較「低網路使用經驗」的消費者為顯著。
When the festivals come in recent years, it is not difficult to find that there are more and more enterprises will hold various types of online festival in the festivals. Pine and Gilmore (1998) pointed out “Twenty-one century has been entered to experienced economy era; therefore, an arena of war for marketing will be focused to set up a consumption experience in the future.” This study quotes the concept of experience in the Online festival, and attempts to find experience qualities of online festival which attain to the effect of advertisement.It can be understand effect of advertisement to different group of consumer. This study develops a research model based on the “Affect Transfer Hypothesis” addressed by Mackenzie, Lutz and Belch (1986), and the “Experience Model” addressed by Pine and Gilmore (1998).This study stretchs four key aspects, the entertainment, the educational, the escapist and the esthetic.Because online festivals mostly have sales promotions to do the economic inducement , so develops the economy. This study lists “internet using experience” to develop a research model. This research adopts Field Experiment, through strucyural equation model for statistic analysis, the summary and the results are listed as follows: 1.Consumer experienced entertainment, escapist, esthetic and economy in the online festival all have effect to the attitude toward the advertising. 2.Consumer experienced educational, esthetic and economy in the online festival all have effect to the attitude toward the brand. 3.Consumer experienced educational and economy in the online festival have effect to the attitude toward the product. 4.In the online festival, Consumer’s attitude toward the advertising, brand, product, and economy experience all have effect to purchase intention, and Consumer’s attitude toward the advertising also have effect to the attitude toward the brand and product. 5.Consumer who has the different internet using experience have moderating effect the relationship between the entertainment, educational, economy and the attitude toward the advertising.The consumer in high internet using experience who experienced entertainment and economy in the online festival have effect to the attitude toward the advertising, have significantly effect to the consumer in internet using experience.The consumers in low internet using experience who experienced educational in the online festival have effect to the attitude toward the advertising, have significantly effect to the consumer in high internet using experience. 6.Consumer who has the different internet using experience have moderating effect the relationship between the economy to the attitude toward the brand.The consumer in high internet using experience who experienced economy in the online festival have effect to the attitude toward the brand, have significantly effect to the consumer in low internet using experience. 7.Consumer who has the different internet using experience have moderating effect the relationship between the entertainment to the attitude toward the product.The consumer in high internet using experience who experienced entertainment in the online festival have effect to the attitude toward the product, have significantly effect to the consumer in low internet using experience.