品牌權益及體驗行銷對保養品購買意願之影響

The Effect of Brand Equity and Experiential Marketing on Purchasing Intention of Skin Care Products

李正文(Cheng-Wen Lee) ； 許茵茵(In-In Hsu)

《先進工程學刊》 9卷4期 (2014/10) Pp. 191-198

摘要

本研究探討性別造成對產品知覺價值及體驗行銷的差異，以及不同性別對於品牌重視程度，進而影響其購買意願。本研究所取得有效問卷計310份，其中男性為145份，女性為165份。使用結構方程模式來驗證本研究觀念性架構所提出的各項假說；研究結果發現男性及女性都很重視品牌權益，且男性更甚於女性，然而在體驗行銷方面，女性重視此項，然而男性並不重視，原因可能在於男性在選購保養品時喜歡有「專業空間」與「一次解決」的特性。建議保養品廠商可針對不同性別的消費者設計差異化行銷策略。

關鍵字

品牌權益 ； 體驗行銷 ； 保養品

並列摘要

On the basis of experiential marketing, this research studies the differences of perceived product value and purchasing intention according to genders. We verify the degree of emphasis on brand and purchasing intention using the data collected from 310 valid questionnaires including 145 male samples and 165 female samples. These hypotheses are analyzed by our conceptual framework applying Structural Equation Modeling. The result findings reveal that male consumers pay more attention to the brand equity than the female. On the contrary, female consumers emphasize the experiential marketing, while male consumers don’t. The reason might be that males prefer professional space and all-in-one purchasing. Accordingly, the firms of skin care products should design strategic marketing methods aiming at different genders.

並列關鍵字

brand equity ； experiential marketing ； skin care products