探討不同生活型態消費者與消費決策型態對於體驗行銷、體驗價值與滿意度之關聯-以舒潔濕式衛生紙廣告為例

Relationships among experiential marketing, experiential value and customer satisfaction influenced by lifestyle and consumer decision-making styles: Taking the experience of SUJAY wet wipes ad for example.

張瑜真(Yu-Chen Chang)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2015年)

摘要

本研究主要目的在探討不同生活型態之消費者與不同消費決策型態下對於體驗行銷模組、體驗價值與滿意度之關聯影響。現今台灣的衛生紙市場已是一片紅海，百家爭鳴，衛生紙（以家居用為例）並比較沒有什麼特殊的需求差異，產品上的些許差異之處，消費者更是很難從中分辨，而為了要讓自家的產品更具特色與差異性，舒潔「濕式」衛生紙就是該市場競爭下的產品之一。自2011年起舒潔濕式衛生紙廣告強力放映於各媒體，至今三、四年過去，故本研究以最貼近一般消費者族群之民生用品舒潔濕式衛生紙廣告為例，探討該產品廣告之體驗行銷策略模組對於體驗價值與滿意度之影響，以及不同生活型態之消費者與不同消費決策型態下是否具顯著差異，是本研究的重要目的。

本研究以Schmitt (1999)所提出之體驗行銷作為管理顧客體驗的概念架構以及Sprole (1983)提出的消費者決策型態的概念為基礎，以進行整體構面之分析，並結合消費者之生活型態來探討家用紙類(濕式衛生紙)之體驗價值是否對於消費者之生活型態、決策型態與體驗模組而有所差異。並透過量化問卷的方法研究，發放紙本問卷與線上問卷共450 份，扣除無效問卷46 份後，取得有效問卷404 份，有效回收率達89.7％。分析結果顯示：(1)不同生活型態之消費者對於消費者決策型態具有顯著差異；(2)不同的消費者決策型態對於體驗行銷之構面具有部分顯著差異；(3)體驗行銷對於體驗價值具有正向顯著之影響；(4)體驗價值對於滿意度具有正向顯著之影響。本研究經彙整後提出研究建議，藉此提供業者未來做體驗行銷策略發展及推廣上之參考。

關鍵字

消費決策型態 ； 滿意度 ； 體驗行銷 ； 體驗價值 ； 生活型態

並列摘要

The main purpose of this study is to investigate the relationship among experiential marketing, experiential value and customer satisfaction affected by different life style and decision-making styles. Nowadays the market of toilet paper industry in Taiwan is keenly competition. There is no particular need of toilet paper(for household use) and customers can't even tell the difference among those products. To make products more featured and differentiated, SUJAY’s wet toilet paper has come out under this competitive market. SUJAY’s wet toilet paper has medias advertising started from 2011 and lasted about four years till now, so the aim of this study is to take the advertisement of SUJAY’s wet toilet paper, which is mostly closes to customer’s daily life, for example to analyze whether there is significant relationship among the strategic experiential module (SEMs), experiential value and customer satisfaction for different life style and consumer decision-making styles.

This study is based on the theory of experiential marketing by Schmitt (1999) and consumption decision Style by Sprole (1983) to analyze the overall dimensions and combining with life style to examine the experiential value using tissue paper for household(wet toilet tissue) whether has significant influences on life style, consumption decision style, experiential marketing. Through convenience sampling, 450 questionnaires were distributed to the consumer. The valid questionnaires were 404, and the responding rate of questionnaires was 89.7%. And the results are as follows:
(1) Different life style has significant influences on consumption decision style.
(2) Different consumption decision style has significant influences on experiential marketing.
(3) Experiential marketing has significant positive influences on experiential value.
(4) Experiential value has significant positive influences on customer satisfaction.
This study will provide suggestions and make references to the development of experiential marketing strategy and promotion campaign in the future.

並列關鍵字

Consumption Decision Style ； Customer satisfaction ； Experiential Marketing ； Experiential Value ； Life style

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