天然化妝品商店體驗行銷、品牌形象、知覺價值與行為意向之研究-以美體小舖為例

A Study of Experiential Marketing, Brand Image, Perceived Value, and Behavior Intention for Natural Cosmetics Stores: An Empirical Case of the Body Shop

劉志宏(Chih-hung Liu)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

從1988年開始在台灣市場上，紛紛出現各式各樣的強調以天然成份的化妝品品牌。這些化妝品品牌就利用天然植物性成份的特性來吸引消費者。另外也從企業品牌形象、產品外觀包裝、人員服務態度、消費者的使用感受與賣場的環境裝潢等，來吸引顧客上門。而這些元素都是吸引消費者購買的因素。隨著體驗行銷的時代來臨，企業應該透過體驗行銷，讓消費者能感受到品牌形象，藉以讓消費者更加瞭解企業品牌形象所要傳達的意義，而在消費過程中，也要讓消費者獲得到滿意的價值，進而來提升顧客的行為意圖。
本研究採取配額抽樣，共發放550問卷，有效問卷為479份，有效回收率為87.1%。本研究之研究方法採用探索性因素分析以找出各主要構面之因素，而後再運用複迴歸分析進行研究假說之探討。
研究結果發現，體驗行銷對品牌形象有正向顯著影響；品牌形象對行為意向有正向顯著影響；體驗行銷對行為意向有正向顯著影響；品牌形象對知覺價值有正向顯著影響；體驗行銷對知覺價值有正向顯著影響；知覺價值對行為意向有正向顯著影響。

關鍵字

行為意向 ； 知覺價值 ； 體驗行銷 ； 品牌形象

並列摘要

Since 1988, various kinds of cosmetics brands emphasizing their natural ingredients have begun to show up numerously in the Taiwan market. Consumers are attracted by these cosmetics brands due to the features of their natural vegetal ingredients. In addition, people are also attracted to buy them due to enterprises’ brand images, products’ outer packages, personnel’s service attitudes, and consumers’ reflections on usage, as well as the environment and decoration of shopping centers. Such elements are the factors that attract consumers to buy. As the era of experiential marketing comes, an enterprise should enable consumers to sense its brand image through experiential marketing, so as to let consumers further understand the meaning that an enterprise’s brand image intends to convey. Also, in the process of consumption, consumers should be allowed to obtain satisfying value, and then customers’ behavior intention can be enhanced.
This research adopted the quota sampling method. Total of 550 questionnaires were giving out and 479 valid questionnaires were collected with valid recovery rate of 87.1%. This study tested the hypothesized relationships among all constructs of the contingency model by using the statistics techniques of multiple regression analyses.
The outcomes of the research are as follows: experiential marketing have positive effects on the brand image; brand image have positive effects on behavior intention; experiential marketing have positive effects on behavior intention; brand image have positive effects on perceived value; experiential marketing have positive effects on perceived value; perceived value have positive effects on behavior intention.

並列關鍵字

behavior intention ； experiential marketing ； brand image ； perceived value

參考文獻

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