行動加值服務平台體驗行銷之研究

A Study of Experiential marketing on Value-added Service Platform

莊學堯(Shueh-Yao Chuang)

指導教授 ： 李月華

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.01079

摘要

體驗行銷之理念已經滲透到各個產業，電信服務業亦不例外；國內行動通信市場在語音通訊量成長趨緩，及語音營收逐年衰退之狀況下，電信業者紛紛尋求於數據通訊及加值服務上取得營收成長，近年來亦透過實體與虛擬通路積極進行行動加值服務體驗行銷之操作，期望透過好的體驗來爭取更多新客群，或將既有客戶由行動電話語音服務移轉至加值服務，進而創造營收持續成長的契機。

本研究以曾體驗過『Hami加值服務平台』之消費者為研究對象，探討行動加值服務平台的體驗行銷、產品涉入程度對體驗價值所造成的影響，及體驗價值對行動加值服務平台使用意願的影響。本研究以MySurvey線上問卷系統進行調查。將設計完成後的問卷連結放置於facebook，同時以網路問卷發送方式，提供使用過『Hami加值服務平台』之消費者及邀請未曾使用過之消費者於體驗後進行填答。後續針對360份有效問卷進行樣本描述性統計分析、信度/效度分析、列聯表分析，並以透過結構方程模型(Structural Equation Modeling；簡稱SEM)及變異數分析(Analysis of Variance；簡稱 ANOVA)進行假說的驗證。

經實證分析後，研究結果歸納如下：
一、消費者對『Hami加值服務平台』的體驗行銷感受度愈高，對其產生的體驗價值也愈高。
二、消費者對『Hami加值服務平台』的產品涉入程度愈高，對其體驗價值的知覺愈具有正向影響。
三、消費者對『Hami加值服務平台』的體驗價值知覺程度愈高，對其使用意願愈具有正向影響。

關鍵字

Hami ； 行動加值服務平台 ； 體驗行銷 ； 產品涉入 ； 體驗價值 ； 使用意願

並列摘要

The concept of experiential marketing has been prevailing for a while in most of the industries, certainly Telecom Service is one of them. The mobile business has been suffering a lag in growth of the voice service. The revenue of voice service drop seriously year by year. The mobile service providers are moving the business focus to data communication service and value-added service, which are more promising on revenue. Moreover, the mobile service providers are using experiential marketing to create an opportunity of revenue growth. They provide customers with chances, either in physical or virtual point of sales, to touch and feel the mobile and value-added services, so new customers or existing customers will turn to these services with higher revenue.

The study was done with a group of consumers who has the experience using “Hami value-added server platform”. The objective of this study is find out how experiential marketing and the degree of product involvement will affect the experiential value, and also how these experiential values will affect the customer’s willingness to use the mobile value-added service platform. The study use MySurvey to perform sampling. The questionnaire was posted on facebook, and was also sent out via e-mail. The consumers who has use Hami value-added service platform” at least once were invited to answer the questionnaire. The Descriptive statistics analysis, reliability / validity analysis, contingency table analysis were performed based on 360 valid questionnaires. And the hypothesis provement was performed by SEM and ANOVA.

The results of this study were concluded as follows:
1.The consumers with higher “Hami value-added service platform” perception of experiential marketing will have a higher experiential value.
2.The consumers with higher degree of product involvement to “Hami value-added service platform” is more positively related the perception of experiential value.
3.The consumers with higher perception of experiential value is more positively related to the willingness to use the platform.

並列關鍵字

Hami ； mobile value-added service platform ； experiential marketing ； degree of product involvement ； experiential value ； willingness to use

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