以體驗行銷觀點探討懷舊空間規劃因子之研究

Discussing Planning Factors of Nostalgic Space : An Experiential Marketing Perspective

林奕宏(Yi-Hung Lin)

指導教授 ： 楊敏芝

朝陽科技大學/設計學院/建築及都市設計研究所/碩士(2011年)

摘要

現今因科技資訊的迅速爆發，反而強烈地回首過去種種美好，對於「過去」記憶的追尋漸漸成為一種普遍的慾望，由於「懷舊符號」消費的需求提升，導致以懷舊為訴求的商業空間出現了。在體驗經濟的趨勢及消費結構的轉變下，消費者開始重視商品背後所能提供的心理感受，因此在具有懷舊氛圍空間中的消費同時，消費者相對重視其所帶來心理層面懷舊情感的共鳴。
因此本研究以體驗行銷的觀點探討，誘發消費者於懷舊空間中的規劃因子為何，並透過調查研究了解消費者特性對於各構面間的影響因子並比較分析，進而建立規劃策略之參考。藉由文獻回顧將體驗行銷、懷舊及空間氛圍塑造等相關理論進行探討整理，發展出所要探討的假說及架構，採取驗證性的方法，以問卷調查及統計資料處理之方式，經調查研究後依序歸納出下列幾點結論：

一、經由本研究將影響消費者懷舊體驗的因素，歸納出主要影響因子構面，可作為日後相關服務業行銷發展策略之參考依據。

二、調查消費者不同特性對於懷舊體驗感受，發現消費者的不同特性有不同的懷舊體驗感受，故本研究之結論可供以懷舊為訴求的服務業者針對特定族群行銷策略擬定之依據。

關鍵字

空間氛圍 ； 體驗行銷 ； 懷舊

並列摘要

Nowadays, due to the rapid explosion of technical information, it has caused people to look back intensely the wonderful past instead. It also recalls the past memory gradually and becomes a sort of general desire. Because consumption demand of nostalgia sign has been rising, the commercial space for nostalgia requirement appears consequently. In the situation of experiencing the change of economic tendency and the consumption structure, the consumers become to value psychological feeling which provided behind the merchandise. Therefore, consuming in the space with nostalgia atmosphere, the consumers relatively think highly of nostalgia feeling sympathy in the psychological aspect.
For this reason, this research from the viewpoint of the experiencing marketing was inducing the consumers in the nostalgia space what planning criteria are. Through this study, we can compare and analyze how the consumers’ traits influence from every structure aspect, and also for the reference of establishing planning strategies. By the reviewed document, we can be able to investigate and conclude the experience marketing, nostalgia, the spatial atmosphere form and other related theories etc., and then develop the hypotheses and structures which are enquired. Moreover, by the testified methods, questionnaire and statistic, we can generalize these two conclusions:
1. Through this research, it concludes the main criterion aspects bases on factors of influencing consumers’ nostalgia experience. These findings can be the reference for related service industry marketing for the development strategies.
2. To investigate the consumers’ different traits for the nostalgia experience feeling, and to find the different traits that has different nostalgia experience feeling. Therefore, this research conclusion can be the reference to service industries taking nostalgia as the demand plan target consumer group marketing strategies.

並列關鍵字

Experience Marketing ； Nostalgia ； Spatial Atmosphere

參考文獻

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