從體驗行銷觀點探討服裝消費情境因素與消費者體驗之關係研究：以Pleats Please品牌為例

The Relationship between Situational Factors of Fashion Consumption and Consumer Experiences from the Aspect of Experiential Marketing: An Example on Pleats Please Brand

林家旭(C. H. Lin)

《紡織綜合研究期刊》 19卷1期 (2009/01) Pp. 13-27

https://doi.org/10.6439/TTRJ.200901.0013

摘要

本研究從體驗行銷的觀點出發，循序探討體驗情境的體驗價值創造，到體驗之後顧客體驗反應的影響因素，進而探討各消費體驗族群的服裝消費體驗特點，目的為了解服裝賣場所營造出來的消費環境、氣氛與消費者體驗之相關性，選定Pleats Please品牌為研究範圍；透過Pleats Please品牌的全省專櫃協助問卷調查。研究發現：(1)不同體驗風格的消費集群在人口統計變項上無顯著差異；(2)不同體驗風格的消費集群對服裝消費情境因素的評價有顯著差異；(3)不同體驗風格的消費集群對服裝消費體驗反應的評價有顯著差異；(4)服裝消費情境因素對消費體驗反應的評價有顯著差異的影響。
藉由兩階段集群分析法將服裝消費體驗風格樣本分為審美型、逃避型、娛樂型、教育型四集群集群分類是根據三個區別分析函數，進行有效區別，集群分類的總正確率高達96.84%。本研究建議業者好的服裝體驗行銷，應該著重交易前的目的性服裝魅力，並提供交易後的愉悅性經驗記憶以增進消費體驗；人員的因素在交易進行中，提供親切性顧客服務激起顧客的正向情感反應，達到增進消費體驗的長期經營目標。

關鍵字

體驗行銷 ； 消費體驗 ； 情境因素

並列摘要

This research based on the aspect of experimental marketing to discussed the creational consuming value from situational factors to consuming experience of consumers. Furthermore, this research, also, discussed the characters of consuming experience to realize the relationship between the sales environments and consuming experience of consumers. There were all Taiwanese Pleats Please shops to assistant this invest questionnaire. The main findings of this research include: 1. there was no statistic differences of demographics among the four experienced styles, 2. there were no statistic differences of consuming situational evaluation among the four experienced styles, 3. there were no statistic differences of consuming experience evaluation among the four experienced styles, 4. there was statistic significant influence for consumer consumption experience from consuming situational.
There are four characters of consuming experience, including aspect, avoiding, amusement and education, through the two step of cluster analysis. Four characters of consuming experience were base on three discriminate analysis functions and the correct ratio was high enough, 96.84%. From these findings, this research provides some suggestions that a good fashion experiential marketing could aimed at the products' magnetism to attract the consumers before consuming and enhance the experience strength after consuming. Besides, they could provide the kinder service and mutually interactions of customers to reach the long-term goal of the restaurant to sustainable management.

並列關鍵字

Experiential marketing ； consuming experience ； situational factors