體驗行銷與知覺價值對購買意願影響之研究-以生活型態為干擾變數

The Effects of Experiential Marketing and Perceived Value on Purchasing Intention-Using Lifestyle as Moderating Factor

李青晏(Ching-Yen Lee)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

隨著時代的變遷、生活型態的改變，消費者對服飾的需求日益增加，從過去穿著保暖到現在開始注重整體搭配，具有美觀、舒適、流行..等意識變化，消費者希望從中獲得到快樂的購買經驗以及使用產品所產生感受，這也意味著以消費者體驗的時代已經來臨。消費者對於體驗的過程或結果會有價值認知的產生，包含購買與使用的價值，這種價值認知是否對於購買意願有影響是值得探討的議題。
本研究將探討體驗行銷與知覺價值對購買意願之影響，並以生活型態為干擾變數，依據該主題設計問卷，針對UNIQLO日本服飾品牌的顧客進行調查，問卷採簡單抽樣與便利抽樣法，發放對象為購買過UNIQLO的一般消費者，共發放400份問卷，回收問卷400份，有效問卷317份，有效回收率79.3%。依據資料分析的結果得到以下研究發現：
1. 消費者透過刺激體驗、感官體驗、關聯體驗，會影響消費者對UNIQLO的知覺價值。
2. 消費者在進行買賣交易時，最重視的是UNIQLO產品帶給消費者的情感社會價值及價格價值，而決定是否進行購買；在使用時，最重視的是對UNIQLO這個品牌產品中帶來的情感社會價值及品質價值，而進行再次購買以及向他人推薦購買。
3. 消費者願意推薦給親朋好友的因素除了情感社會價值、價格價值以外，也包含品質價值。
4. 生活型態對於知覺價值及購買意願之間並無顯著的干擾關係。也就是說，流行時尚或理性自主取向的人，並不會直接影響到消費者的知覺價值與購買意願之間的關聯性。
5. 刺激體驗與關聯體驗對消費者再購意願具有顯著效果。
依據上述結論，本研究深入討論有關體驗、顧客價值、購買行為等相關的管理義涵，並針對服飾業者提供行銷方面的建議。

關鍵字

體驗行銷 ； 知覺價值 ； 生活型態 ； 購買意願

並列摘要

With the alternation of generations and the on-going changes of lifestyles, consumers have been more demanding on clothing. Rather than simple functions such as keeping warm from cold weather in the past, consumers today seem to pay more attention to taste, fashion and the appearance. Consumers hope to gain joyful experiences and the feeling when using the products, which means the age of experiential marketing has come. The consumers will perceive values, including exchange and usage values, during or after the experience. Whether the perceived values affect the purchasing intention is a topic worthy to study.

This study will examine the experiential marketing and perceived value on purchasing intention, and lifestyle as moderating variables. The questionnaires are designed and take the Japanese clothing brand UNIQLO customers as our research population to investigate. 400 questionnaires were distributed and recovered 400 questionnaires, 317 valid questionnaires, the effective rate of 79.3%. Based on the data analysis, we obtain the following findings:

1. The exciting, sensory and relative experiences affect consumer''s perceived value of UNIQLO.
2. During the transaction, the most important decision criteria for consumers are the emotional social value and price value that UNIQLO products bring to them. When using the product, the most important factors which cause consumer repurchase and recommend to others are the emotional social value and quality value from the UNIQLO brand.

3. Consumers are willing to recommend products to friends and families because of emotional, social and price value. It was also included qualitative value.

4. There is no moderating effect on the relationship between perceived value and purchase intention. In other words, fashionable or rational self-oriented person doesn''t directly affect the relationship of consumer''s perceived value and purchasing intention.

5. The exciting experience and relate experience have a significant effect to consumer''s repurchase intention.

Based on the above conclusion, the managerial implications about experiential marketing, customer values, and purchase behavior are discussed, and useful suggestions for clothing industry are also provided.

並列關鍵字

Lifestyle ； Perceived Value ； Purchasing Intention ； Experiential Marketing

參考文獻

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