由於國人所得與生活水準逐漸提昇,消費者對於個人風格與品味的注重呈現在消費型態上。消費型態悄悄從過去的「農業經濟」、「工業經濟」、「服務經濟」轉變為「體驗式經濟」。因此,本研究是從顧客的角度,也就是行銷 4P 之外的第五個P(People),探討 顧客導向的趨勢之下,產品如何融入感性元素與體驗行銷來滿足消費者的生活主張。全球數位相機領航品牌 SONY用「情感設計」找出與人性接觸點,以感質商品為主要概念,融合「感性科技」與「人性設計」的設計思維,營造出具有感質力的人性化商品與服務環境。SONY前總裁〝出井伸之〞說過:「比品質(Quality)更進化的新字,稱作〝感質力(Qualia)〞」,所謂「感質力」是一種生活的意義與情感的滿足,產品訴求處處帶著感動人心的浪漫而去帶出消費者內心最深層的感動。因此,本研究以消費性數位相機為研究 對象,並以感質與體驗作為研究主軸,探討體驗行銷與感質力對品牌形象、顧客滿意度、顧客忠誠度的影響。 本研究抽樣對象為曾經購買過數位相機的消費者作為研究對象。本研究共發出400份問卷,有效問卷為 342份,本研究主要以結構方程式 (Structural Equation Model)進行資料分析,以 SPSS14.0 和AMOS6.0 視窗版統計軟體作為資料分析工具。 研究結果顯示,體驗行銷與感質力對品牌形象、顧客滿意度與顧客忠誠度皆具有正向的 顯著影響。
Due to the raising of personal income and living standards, consumers are more focus on their personal style and taste. Consumption pattern also changed from the past “agricultural economy” to ”industrial economy”, then to “ service economy”, and now to “experiential economy”. Therefore, the concept of “Qualia” and experiential marketing are getting more important. The purpose of this study is try to explore the impact of both the “Qualia” and experiential marketing on brand image, customer satisfaction, and customer loyalty. The research object of this study is the people that had bought the digital camera. This study had send 400 questionnaires and returned 342 valid questionnaires, yielding an approximately 85.5 percent valid response rate. The empirical data is analyzed by using SPSS 14.0 for Windows and AMOS 6.0 to perform Measurement Model Analysis and Structural Equation Modeling Analysis (SEM). The research results show that both the “Qualia” and experiential marketing have significantly positive affect brand image, customer satisfaction, and customer loyalty.