體驗行銷、消費情境與行為意向關係之研究 －以大台中SPA美容業為例

A Study of Experiential Marketing,Consumption Situation and Their Relation to Behavioral Intention－A Case of Beauty SPA’s Industry in Taichung Area

廖鳳梧(Feng-wu Liao)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2010年)

摘要

摘要
隨著社會型態的轉變，城市的速度加快，壓力已逐步盤據現代人的心靈，忙碌高壓的現代人，最渴望能徹底放鬆，趁著這個趨勢，SPA產業從傳統美容轉型為訴求美容保養與身心減壓的SPA美容業，成為現代人釋放壓力與維持年輕的最佳管道。SPA美容業如何設計體驗環境、營造氣氛情境，才能吸引消費者再次光臨？本研究即在探討消費者在SPA美容進行課程時之體驗行銷、消費情境與行為意向的關係，以做為業者參考。
本研究以大台中地區SPA美容業為例，透過曾經惠顧SPA美容業之消費者，回收有效樣本共計353份，經資料分析結果顯示：一、至大台中地區SPA美容之消費者以女性居多；已婚者比率較高；年齡集中在30－39歲之間；教育程度以大（專）學居多；職業分布以商業佔最多；月收入則以新台幣20,000元~新台幣59,999元較多。二、多數人喜愛獨自一個人去做SPA美容，並以紓壓為主要目的，對於SPA美容消費得知管道大都是從同事親友介紹，消費次數以每月ㄧ次居多。三、不同背景變項之消費者對體驗行銷、消費情境及行為意向有差異。四、皮爾森相關分析結果顯示，體驗行銷、消費情境及行為意向各整體架構間關係皆達統計顯著水準。五、體驗行銷、消費情境及行為意向之預測力採多元逐步迴歸分析結果顯示，體驗行銷對消費情境具有預測力，消費情境對行為意向具有預測力，體驗行銷與消費情境對行為意向具有預測力。六、體驗行銷、消費情境與行為意向之路徑分析結果顯示，感官體驗與行為意向有直接正向關係，情感體驗與行為意向有直接正向關係，思考體驗與行為意向有直接正向關係，行動體驗與行為意向有直接正向關係，關聯體驗與行為意向有直接正向關係。
關鍵詞：體驗行銷、消費情境、行為意向

關鍵字

行為意向 ； 消費情境 ； 體驗行銷

並列摘要

Abstract

With changes in social structures, the city has accelerated, the pressure has illegally seized modern people''s mind gradually, bustles about the high-pressured modern people, most longed for that can relax thoroughly, is riding this tendency, the SPA industry from traditional cosmetology reforming for the demand cosmetology maintenance and the body and mind reduced pressure SPA beauty industry, becomes the modern people relief pressure and the maintenance young best pipeline, how the SPA beauty industry to design the experiential environment, to build up nice atmosphere situation, can attract the consumer once more presence. This research is to explore the experiential marketing of consumers conduct SPA beauty courses, consumption situation and the relationship between behavioral intentions to use as the industry reference.

This research take the Taichung area SPA beauty industry as an example, target on consumer used to expense SPA beauty in the above local, effective collected sample total 353, demonstrated after the material analysis result: First, consumer of the utmost Taichung area SPA beauty is in the majority by the female; the married person ratio is higher; the age concentrates between 30-39 years old; education level on university (college) is the majority; the person occupation distribution is most much in the commercial; month income by NTD 20,000~ 59,999 is the most part. Second, the most people like to do the SPA beauty by himself alone, and take relieves presses as the main purpose, the information of the consumer to expend on SPA beauty is come from the colleague relatives and friends, expends the number of times by once a month is the majority. Third, the different background variable of consumer to experiences the marketing, the consumption situation and the behavioral intention has the difference. Fourth, the Pearson correlation analysis result showed that the experiential marketing, the consumption situation and between behavioral intention various in overall structure relates all reaches the statistical remarkable standard. Fifth, the forecast strength of the experiential marketing, the consumption situation and the behavior intention is by using the multi-dimensional stepwise regression analysis and the result to demonstrate, the experiential marketing regarding to consumption situation do have the forecast strength, the consumption situation regarding to the behavioral intention do have the forecast strength, the experiential marketing and the consumption situation have the forecast strength to the behavioral intention. Sixth, the result of path analysis of the experiential marketing, the consumption situation and the behavioral intention showed that the sense organ experiential and the behavioral intention have the direct forward relations, the emotion experiential and the behavioral intention have the direct forward relations, ponder experiential and the behavioral intention have the direct forward relations, the action experiential and the behavioral intention have the direct forward relations, the connection experiential and the behavioral intention have the direct forward relations.
Key words：Experiential marketing, Consumption situation, and Behavioral intention

並列關鍵字

Experiential Marketing ； Consumption Situation ； Behavioral Intention

參考文獻

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