隨著國人生活水平提升與消費型態改變,消費者在購買產品時,不僅考量價格與效益,更著重價值與品牌。消費者願意購買難忘「體驗」的感覺,創造體驗經濟時代的來臨(Pine II & Gilmore,1998),而別具風格的主題餐廳也於此時期蓬勃發展。消費者的「體驗」如何影響影響品牌形象及購買決策與行為,是值得吾人探討的主題。因此,本研究旨在探討體驗行銷、品牌形象與顧客行為意圖之關係,採量化研究進行問卷調查,選擇主題餐廳「薰衣草森林」之顧客為研究對象,以便利抽樣法進行問卷發放,共回收380份有效問卷。研究結果顯示,體驗行銷所提供的感官、情感、思考、行動與關連體驗能正向影響品牌形象,體驗行銷對顧客行為意圖具有正向影響關係,象徵性與體驗性之品牌形象對於顧客推薦意願、再購意願與停留較常時間意願具有顯著正向影響關係,最後,建構良好配適度之體驗行銷與行為關係模式,並發展具特色及客製化的主題餐廳體驗行為模式,提供主題餐廳業者未來經營管理之參考與建議。
With the consumption style change, consumers not only concerns the price and benefit, but also pay attention to value and brand. Consumers are willing to buy unforgetable“experience”feeling, so creat the economy coming(Pine II & Gilmore, 1998), and themed restaurants are popular in this period. The consumer's “experience” how to affect brand image, purchasing decisions and behavior, is the issue that worth discussing.The goal of research explore the experiential marketing, brand image and consumer behavioral intentions. We use the customers of Lavender cottage as our research groups and conduct a structured questionnaire.The results showed that experiential marketing sensory, emotional, thinking, action and related experience could positively affect the brand image, experiential marketing has positive influence on customer behavior, symbolic and experiential brand image for the customer willingness to recommend repurchase intentions and to stay than the regular time will significantly positive influence finally,I would like provide the information to the Lanvender Cattage, and to advice to creat different type of characrcteristic than different customer experienced.
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