從資訊處理模式與體驗行銷模式的比較探討從眾的調節效應－以智慧型手機產業為例

A Study of the Moderating Effects of Conformity by the Comparison between Informational Processing Model and Experiential Marketing Model: An Example of Smart Phone Industry

邱馨卉(Hsin-Hui Chiu)

指導教授 ： 何雍慶

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2013年)

摘要

近年來體驗行銷無論在學術研究或是實務應用上都發展得相當蓬勃完善，一段美好的體驗過程的確會帶來正向結果，但難道這就表示產品本身的功能、價格、使用成本、服務及相容性就不重要了嗎？消費者的需求為何儼然成為企業首當需要了解的關鍵。而科技的進步，使得消費性電子商品需求大增，智慧型手機就是一個很好的例子，也因此造成競爭激烈的產業環境，當每個企業都投入大量行銷預算到市場時，誰又能將每一塊錢精準地投到正確的領域？究竟這一大筆的開銷是投資還是浪費？鑑於上述，本研究目的如下：(1)探討資訊處理模式及體驗行銷模式對於顧客滿意度的影響；(2)探討從眾在資訊處理模式與顧客滿意度之間的調節效果；(3)探討從眾在體驗行銷模式與顧客滿意度之間的調節效果。期望本研究之結果能作為未來研究及行銷實務面參考。
本研究運用問卷調查回收685份有效樣本，以SPSS為分析工具，使用迴歸分析探討資訊處理模式及體驗行銷各別對於顧客滿意度之主效果和從眾對於資訊處理模式及體驗行銷模式與顧客滿意度的調節效果。本研究結果顯示：(1)資訊處理模式中的產品功能、使用成本、服務及相容性對於顧客滿意度有顯著正向影響；(2)體驗行銷模式中的感官體驗、情感體驗、思考體驗及關聯體驗對於顧客滿意度有顯著正向影響；(3)從眾對於資訊處理模式中的相容性具有顯著調節效果；(4)從眾對於體驗行銷模式中的情感體驗、思考體驗及行動體驗具有顯著調節效果。

關鍵字

從眾 ； 體驗行銷模式 ； 資訊處理模式 ； 顧客滿意度 ； 智慧型手機

並列摘要

In recent years, not only in theory but also in practice experiential marketing has become so popular and blooming, undoubtedly a wonderful experience could bring people to the positive result. Experiential marketing looks so flawless, but it also means that the function, price, use cost, service and compatibility are not important to consumers anymore？ “What do consumers need?” is the main topic to enterprises today. As the improving of technology, the demand of consumer electronic products is increasing, and smart phone is a great example. As these result, the smart phone industry became competitive. When every company put a lots of marketing budget into the market, who can target so precisely? The budget is an investment or wastage?

According to these background, this thesis for three purposes：(1)to explore the effects of informational processing model/experiential marketing model to customer satisfaction, (2)to explore the moderating effects of conformity on informational processing model and customer satisfaction, (3) to explore the moderating effects of conformity on experiential marketing model and customer satisfaction.

This research obtained 685 valid samples by questionnaires, use regression analysis by SPSS to explore the major effects of informational processing model/experiential marketing model to customer satisfaction and the moderating effects of conformity on informational processing model/experiential marketing model and customer satisfaction.

The following are the discover of this research：(1)In informational processing model, product function, use cost, service and compatibility have positive impact on customer satisfaction；(2)In experiential marketing　model, sense, feel, think and relate experience have positive impact on customer satisfaction；(3)In Informational processing model, conformity has moderating effect on compatibility and customer
satisfaction；(4)In experiential marketing　model, conformity has moderating effects
on feel, think and act experience and customer satisfaction.

並列關鍵字

Conformity ； Experiential Marketing Model ； Informational Processing Model ； Customer Satisfaction ； Smart Phone

參考文獻

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