體驗行銷、顧客滿意度、顧客忠誠度關係之實證研究－產品涉入之中介與干擾效果

The Empirical Study of the Relation among Experiential Marketing, Customer Satisfation, and Customer Loyalty the Moderating and Mediating Effect of Product Involvement

魏文欽(Wen-Chin Wei) ； 洪富雄(Fu-Hsiung Hung)

《International Journal of Lisrel》 3卷2期 (2010/09) Pp. 15-30

https://doi.org/10.30063/IJL.201009.0002

摘要

本研究主要探討體驗行銷、顧客滿意度、顧客忠誠度之關係並以產品涉入爲中介變數與干擾變數，並運用線性結構模式(SEM)之統計方法，驗證各構面間之因果關係，並對模型進行配適度檢驗。
資料分析結果發現：(1)體驗行銷對顧客滿意度有顯著的正向影響。(2)顧客滿意度對產品涉入有顯著的正向影響。(3)產品涉入對顧客忠誠度有顯著的正向影響。(4)產品涉入與顧客滿意度交互作用對顧客忠誠度無正向影響。

關鍵字

體驗行銷 ； 顧客滿意度 ； 顧客忠誠度 ； 產品涉入

並列摘要

The study focuses on the relationship among experiential marketing, customer satisfation, and customer loyalty. The study investigates the moderating and mediating effect of product involvement.
The SEM approach is used to investigate the causal relationships between the above constructs.
The conclusions of this research are summarized as follows: (1) Experiential marketing has significant positive influence on customer satisfation. (2) Customer satisfation has significant positive influence on product involvement. (3) Product involvement has significant positive influence on customer loyalty. (4) Involvement as a moderator was not supported.

並列關鍵字

experiential marketing ； customer satisfaction ； customer loyalty ； product involvement