探討體驗行銷對體驗價值、口碑、顧客滿意度與購買意願之關聯性－以量販店為例

隨著近年以來零售業消費逐年成長，台灣量販店、超級市場等店家數量也隨之增加、展店也更加密集朝向社區化發展。每家商店都推出獨特商品來吸引消費者青睞。除此之外，近年來不只是量販店擁有自有品牌商品，像是便利商店、超級市場等都也發展出了各自的自有品牌產品，而其中最大宗的是以食品為主，幾乎每家連鎖零售都有委外代工或是自行生產的品牌。同時透過自身在商店內的櫃位優勢、節省品牌代理費用、通路商形象、成本控制等競爭能力，同時可以帶給零售業者額外的利潤。故此本研究針對量販店的體驗行銷、體驗價值、口碑、顧客滿意度、購買意願為本研究之重點，本研究針對曾經使用或購買過自有品牌的消費者進行調查，探討各構面之間的關聯性。研究採取網路問卷調查的方式進行，抽樣時間為2021年4月1日至2021年4月15日，並將問卷在社群網路上發布填答，共計發放163份問卷，經無效問卷刪除後，實得有效問卷160份，有效問卷率達98.1%。以SPSS統計軟體與Smart-PLS軟體進行分析，包含樣本結構分析、敘述性統計分析、信效度分析、相關分析等，研究結果為體驗行銷對體驗價值具有顯著正向影響；口碑與體驗價值對顧客滿意度具有顯著正向影響；顧客滿意度對購買意願具有顯著正向影響；而不同程度的口碑也對顧客滿意度及購買意願具有顯著正向影響。由此可知若能有效提升消費者體驗價值與口碑，將可以有效提升顧客滿意度與購買意願，進而提升量販店的銷售與營收。

關鍵字

口碑；購買意願；體驗行銷；顧客滿意度

並列摘要

With the growth of retail consumption in recent years, the number of Taiwan’s supermarkets and hypermarkets has also increased. Each store introduces its self-owned unique products to attract consumers. In addition, not only hypermarkets have private brands, but convenience stores and supermarkets have also developed its own private brands, most of the products are food. Every retailer has outsourced or self-produced brands. At the same time, through its own counter advantage in the store, saving brand agency fees, distributor image, cost control, these competitive capabilities can also bring additional profits to the retailers. Therefore, this research focuses on experiential marketing, experiential value, word-of-mouth, customer satisfaction, and purchase intention of hypermarkets. This research conduct surveys on those people who have been to hypermarkets before. The sampling period was from April 1, 2021 to April 15, 2021. The questionnaires were posted on social networks. In total, 163 copies of questionnaires were collected, and 160 valid questionnaires were returned with a valid return rate of 98.1%. The methodologies we use in data collection are descriptive statistics, reliability, correlation, and the research results are: experiential marketing has positive effects toward experiential value; word-of-mouth and experiential value have positive effects on customer satisfaction; customer satisfaction has positive effects toward purchase intention; different degrees of word-of-mouth also have positive effects toward customer satisfaction and purchase intention. It can be seen that if the experiential value and word-of-mouth can be effectively improved, customer satisfaction and purchase intention can be effectively improved, also increasing the sales and revenue of hypermarkets.