義大利進口家具體驗行銷和顧客滿意度對再購意願之影響-以品牌意象中介效果之研究

本研究主要目的是從體驗行銷探討品牌形象對顧客滿意度與再購意願之影響，並由A公司為研究對象。本研究採問卷調查法，以便利抽樣針對A公司之顧客為研究對象進行資料蒐集，於2019年03月10日至05月10日進行問卷調查，301份，其中刪除28份填答不完整的無效問卷，有效填答率為90%，得到總樣本數問卷273份。所得資料使用以偏最小平方法PLS (Partial Least Squares)進行資料分析，而PLS包括二個階段，分別是測量模式分析與結構模式分析。本研究結果發現：（一）顧客在購買義大利進口家具之體驗行銷上會正向影響顧客滿意度。（二）顧客在購買義大利進口家具之顧客滿意會正向影響再購意願。（三）顧客在購買義大利進口家具之體驗行銷上會正向影響品牌形象。（四）品牌形象會正向顯著影響顧客滿意度。（五）品牌形象對體驗行銷及顧客滿意度間具有中介效果。根據研究結果，可提供A公司經營管理策略之參考，以帶動義大利進口家具經營效益。

關鍵字

體驗行銷；品牌形象；顧客滿意度；再購意願；家具

並列摘要

The main purposes of this study were to understand the import furniture from Italy and to examine the effects of experience marketing, brand image, customer satisfaction and repurchase intentions toward import furniture of Italy. A questionnaire survey method by convenient sampling was used to collect data in this study. This is a questionnaire study and the subjects were the customer of A company sampled by convenience from Mar. to May. 2019. were distributed and 301 were confirmed valid, a valid rate of 90%. The data obtained are analyzed by Partial Least Squares PLS(Partial Least Squares), and the PLS consists of two phases, namely measurement mode analysis and structural mode analysis. The results of this study were showed as below. 1. Experience marketing has positive influence on brand image. 2. Customer satisfaction has positive influence on repurchase intentions. 3. Experience marketing has positive influence on brand image. 4. Brand image has positive influence on customer satisfaction. 5. The brand image has the mediation effect from Experience marketing and customer satisfaction. These results could be helpful for the A-company authority to operate efficiently and promote the effects of the operation.