體驗行銷、體驗價值對消費者購買意願之影響－台灣車展之實證研究

The Influences of Experiential Marketing and Experience Value on Consumers' Purchase Intention: An Empirical Study of the Auto Shows in Taiwan

張瑞晃(Jui-Huang Chang) ； 戚靜玟(Ching-Wen Chi) ； 曹為忠(Wei-Chung Chao)

《全球管理與經濟》 16卷2期 (2020/12) Pp. 1-18

https://doi.org/10.6565/JGME.202012_16(2).0001

摘要

汽車展覽是一種以汽車作為主題的商業展覽，主要由各大汽車製造商參與，在展場中不單只是展售下年度新汽車，各廠商也會展示出相關技術及零組件或未來概念車款。另一方面消費者可藉由參加車展活動，接收許多新車與相關周邊產品資訊。近年展覽盛行的原因之一，在於顧客厭倦於一般單調的行銷模式，以及制式化的產品與服務。「看的見，摸的到」的方式能使消費者從生活與情境出發，體驗產品與服務，並且更能感受到各個品牌的精細度與消費價值，進而將有效的影響到消費者對產品的最終決策。相較於一般廠商單一品牌之展示間，展覽具有聚集同類性商品的功能，再配合專業的業者進行引導，消費者將可透過展覽中提供的體驗行銷活動，充分的比較出同類商品不同品牌間的特色。本研究將透過問卷方式調查與迴歸檢定，進行分析展覽中消費者進行的體驗行銷活動，對消費者體驗價值與購買意願的影響。實證結果顯示消費者的確會因為參與會展活動，經由體驗行銷感受，與體驗價值的提升，正向顯著影響到消費者購買意願。

關鍵字

會展行銷 ； 體驗行銷 ； 體驗價值 ； 購買意願

並列摘要

The Auto Show is a car-themed commercial exhibition. In the exhibition, not only will the new cars be exhibited, but also the manufacturers will show relevant technologies and components or future concept cars. On the other hand, consumers can receive a lot of information about new cars and related peripheral products by participating in auto shows. In recent years, one of the reasons for the popularity of exhibitions is that customers are tired of general monotonous marketing models and standardized products and services. The method of ＂seeing and touching＂ can enable consumers to experience products and services from life and context, and to feel the fineness and consumption value of each brand, which will effectively affect consumers' final decision. Compared with the display room of a single brand of a general manufacturer, the exhibition has the function of gathering similar products. By the guidance of professional operators, consumers will be able to fully compare the features of different brands through the marketing activities provided in the exhibition. This study will use questionnaire surveys and regression tests to analyze the impact of experience marketing activities in the exhibition on consumer experience value and purchase expectations. The empirical results show that consumers 'experience marketing experience and the increase in experience value will positively and significantly affect consumers' purchase intentions by participating in the exhibition.

並列關鍵字

Exhibition ； Marketing Experience ； Experiential Value ； Purchase Intention