經營社群網站已成為許多人的日常上網行為之一,Facebook現已成為全球多數人使用的社群網站,而Facebook上充滿各類型遊戲型應用程式也受到玩家喜愛,部份業者更以遊戲內容為題材,建立體驗行銷模式。過去線上體驗行銷相關文獻多探討以網路遊戲之主,未正視正在崛起的社群網站遊戲型應用程式,故本研究從Schmitt提出的體驗行銷理論出發,探究使用者在社群網站遊戲內,涉入差異及體驗行銷感受程度,與實際消費行為之間的關聯性。本研究以遊玩Restaurant City(餐廳城市)之Facebook使用者為研究對象,以網路問卷方式發放,回收有效樣本186份。研究結果指出,當社群網站遊戲融入體驗行銷氛圍時,顯然刺激使用者購買意願,此部份與過去研究網路遊戲、或參訪展覽館對場域氛圍等概念,得到相同的結論;涉入程度與體驗感受都較高之使用者族群,較會投入實體消費行為,並作出符合自身需求之購買決策,涉入程度與體驗感受都較低之使用者族群,依照習慣性消費模式作出購買決策。消費者體驗是未來行銷趨勢,供消費者購買不同生活經驗是一項商業模式,透過與網路管道結合將網路使用者導引至實體體驗消費,需針對不同涉入程度與體驗感受之消費者進行市場區隔。
More and More internet users log in social network sites every day. The world’s largest social network site, Facebook, has all kinds of game-based applications loved by the users. The Experiential Marketing activities have been created on Facebook and integrated in game-based applications. The existing literature has involved in online game topic. No attention to the rising of game-based applications in social network sites. Therefore, this study explores relation with the experiential feeling and consumer behavior on the basis of experiential marketing theory by Schmitt mentioned. Users who ever play Restaurant City were the participants. 186 effective samples were obtained. The results are given as follows: First, consumer willingness increased when the game-based applications integrated in experiential marketing. This result is the same with the case study of online game or museum. Second, users who get higher involvement degree and higher experiential feeling, are more willing to pay for material products and meet the needs of their purchasing decisions. Otherwise, users who get lower involvement degree and lower experiential feeling, are make their purchasing decisions by customer inertia. Experiential marketing is the trends in the future, it must be planned consumer market segmentation with diversity involvement degree and experiential feeling when experiential marketing used in internet and physical marketing.