- 學位論文
S廚具生活館體驗行銷，產品涉入與購買意願關係之研究
The study of the relationship among experiential marking, production involvement and purchase intention for S kitchen life store
摘要
在廚具市場上，早期廚房的設備只有排油煙機、瓦斯爐、熱水器，在生活不斷改良中，漸漸的增加了其他的設備，如：微波爐、烤箱、蒸爐、烘碗機、淨水器…等，再轉變為今日的複合式產品，如：微烤箱、蒸烤箱…等。消費者不論是對老舊廚房進行規劃或者是首次購買，影響消費者選擇的因素，往往決定在其對產品的認同度與過去之使用經驗，隨著體驗經濟時代的來臨，本研究以S廚藝生活館之消費者，探討消費者產品涉入與購買意願是否有關聯性？及體驗行銷是否能提升消費者購買意願？ 本研究對象為S廚藝生活館之消費者，一共發放回收203份有效問卷。以SPSS22.0統計軟體，最後依據本研究目的需求與研究架構的假設，進行計量方法之資料分析與假設檢定。根據本研究的分析結果如下：一、建立消費者對於擁有該產品對於自我與產品之間的連結，使消費者清楚該產品的價值，了解其自我與購買意願之關係，使消費者能更貼近自我象徵的產品。並針對該目標消費族群推出適合其定位的產品如：高貴的、優雅的、高品質的，藉此增加消費者對於產品的認同，促使消費者產生購買意願。二、該門市內之產品陳列要營造出消費者視覺上產生正面印象的購物環境，並建立舒適的購物空間感，在門市所販售之產品能使消費者能與某個群體之間分享該產品，同時強化消費者內心之感性訴求。三、消費者在購買產品時，對於產品的認知程度會影響到購買意願，而複合式的產品在使用的認知上，消費者較不容易立即理解例如：想到要使用微烤箱、蒸烤爐消費者就會覺得在產品的操作上感到陌生。由此可建議，舉辦產品的說明會提供相關知識、並且提供產品體驗引起消費者使用產品的好奇心及分享其他人使用該產品的感想，以降低消費者的不輕鬆感。所以在門市進行產品銷售時，應著重於產品本身的價值做為銷售重點。
並列摘要
In the kitchen market, early kitchen equipment only exhaust range hood, gas stove, water heater, in continuous improvement of life, and gradually added other devices, such as microwave oven, oven, steam oven, dish dryer, Water Purifier ... , And then transformed into today's complex products, such as: micro-oven, steaming box ... And so on. Consumers either planning or the old kitchen is first-time buyers, factors that affect consumer choice, often decides on the acceptance of its products and the experience of the past, with the advent of the experience economy, this study s cooking lifestyle consumers, consumer product involvement and willingness to buy is there a correlation? and experiential marketing can enhance the purchase intentions of consumers? Study this s cooking lifestyle consumers, issued altogether recycling 203 valid questionnaires. SPSS22.0 statistical software, final demand for the purpose of this study and the research framework of assumptions, quantitative methods of data analysis and Hypothesis Testing. According to the results of this study are as follows: first, a consumer owns the product for self and the link between the product, so that consumers know the value of the product, understand their relationship between themselves and purchase intentions, so that consumers can get closer to self symbol products. And the target consumer group to launch suitable for the positioning of products such as: noble, elegant, high quality, and to increase consumer recognition of the product, consumers ' purchase intentions. Second, the doors of local products on display to create visually have a positive impression of consumers shopping environment, and establish a sense of comfortable shopping space, in the retail sale of products to enable consumers to share between a group the product, at the same time strengthening consumers ' inner emotional appeals. Third, when consumers buy products, awareness of products will affect the willingness to buy, and composite products in use on cognitive, consumers are less likely to understand immediately, for example: the thought of using micro-oven, steaming cooker on the actions consumers will find in the product feel strange. Thus recommends that product description provides relevant knowledge, experience and provides products arouse the curiosity of consumers using the product and share the feelings of the others to use the product, to lower the consumer's not relaxed feeling. So in retail product sales, should focus on the value of the product itself as selling points.