體驗行銷與感質力對品牌形象、顧客滿意度與忠誠度的影響：以數位相機為例

The Impact of Experiential Marketing and Qualia on the Brand Image, CustomerSatisfaction and Loyalty: With the Digital Camera as an Example

蔡侊勳(Kuang-Hsun Tsai) ； 葉焜煌(Kun-Huang Yeh)

《行銷評論》 9卷2期 (2012/06) Pp. 161-179

https://doi.org/10.29931/MR.201206.0002

摘要

由於所得水準提昇，消費者逐漸注重產品的感性元素與體驗。SONY前總裁出井伸之說：所謂「感質力」是以感質商品為主體，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。因此，本研究以體驗行銷與感質力作為研究主軸，探討體驗行銷與感質力對品牌形象、顧客滿意度與顧客忠誠度的影響。本研究以消費性數位相機為例，以有購買數位相機經驗的消費者為研究對象，實證資料以結構方程式（SEM）進行分析。結果顯示，體驗行銷與感質力均對品牌形象、顧客滿意度與顧客忠誠度具有顯著正向的影響。因此，數位相機業者應重視消費者購買過程的體驗，強化展示空間的佈置與氣氛的營造，提升服務人員之專業素養與親切的服務態度，以增強顧客的體驗感受，進而提升品牌的形象。數位相機業者在研發相機時，也需以品質為基礎，建構產品的獨特性，以「感性科技」與「人性設計」延伸並融合感質元素，創造出具有感質力的產品。

關鍵字

體驗行銷 ； 感質力 ； 品牌形象 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Due to the rising of personal incomes and living standards, consumers are more focused on their personal style and taste. Consumption patterns are also changed from the past ”agricultural economy” to ”industrial economy,” then to ”service economy,” and now to ”experiential economy.” Therefore, the concepts of ”qualia” and experiential marketing are getting more important.The purpose of this study is to attempt to explore the effects of both the ”qualia” and experiential marketing on the brand image, customer satisfaction, and customer loyalty. The research object of this study is the people that have bought the digital camera. This study had send 400 questionnaires and 342 valid questionnaires were returned, 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 effects on the brand image, customer satisfaction, and customer loyalty.

並列關鍵字

experiential marketing ； qualia ； brand image ； customer satisfaction ； customer loyalty

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