Nike Women女性路跑體驗行銷與體驗價值相關研究

蕭郁璇 ； 黃美珍

《高師大體育》 13期 (2015/02) Pp. 57-74

https://doi.org/10.6305/PENKNU.2015.13.5

摘要

本研究以Nike Women女性路跑活動的體驗行銷與體驗價值之相關研究主題，以2014年WE RUN TPE: 2014 NIKE WOMEN'S HALF MARATHON女性路跑賽會之參賽者為研究對象，共計回收有效問卷339份，以描述統計及典型相關分析結果。本研究結果發現：一、參賽者以21~30歲、未婚、學生且居住北部地區為主。二、參賽者之體驗行銷依序為：關聯、思考、情感、感官及行動行銷；另外，參賽者之體驗價值依序為：趣味性、服務優越性、美感及消費者投資報酬。三、體驗行銷與體驗價值間皆有顯著相關。根據本研究之結論提供以下建議做為參考：1.持續辦理相關賽事並擴展至中、南部或其他等地區，並增加辦理不同哩程數之距離，以提升各地區及不同年齡層之女性參與機會與意願；2.應增加關聯性之體驗行銷方式，如募集跑友心得分享文、組成跑友團等；並提升趣味性之體驗價值，以提高參賽者再度參與活動之意願；3.多應用體驗行銷手法，以提高參與者體驗價值的感受。

關鍵字

體驗行銷 ； 體驗價值

並列摘要

This study were focused on the relationship between experiential marketing and experiential value of female competitors of WE RUN TPE: 2014 NIKE WOMEN'S HALF MARATHON in 2014. The research used the questionnaire survey procedure and total of 339 valid questionnaires were collected. Data were analyzed by descriptive statistic and canonical correlation. The results of this study were as follows: First, most of female participants were age 21-30, single, student, live in northern part of Taiwan. Second, 'Relate' was the highest, followed by 'Think', 'Feel', 'Sense' and 'Act' among 5 factors of experiential marketing. In regards to 4 factors of experiential value, interesting was the highest, followed by service excellence, aesthetics and consumer return on investment. Third, there were significant relationships between all the parameters of experiential marketing and experiential value. There are three suggestions according to this study: First, to hold female-running competitions continuously and to expand the events to middle and southern parts or other areas of Taiwan. In order to increase the willingness and opportunities of females in different ages to join the competition, to hold different range of distances additionally. Then, to increase the relationships between competitions and experiential marketing, such as feedback from runners, establishing running clubs. To create playfulness of experiential value to increase willingness of competitors to rejoin the events. Last, to use more experiential marketing methods to increase the experiential value of competitors.

並列關鍵字

Nike Women ； experiential marketing ； experiential value