透過體驗行銷與限量版行銷影響消費者認知-以智慧型手機為例

Exploratory Analysis of the Impact of Experiential Marketing and Limited-Edition Product Marketing to Consumer’s Perception: A Case of Smartphone Industry

楊甯伊(Ning-Yi Yang)

指導教授 ： 陳澤義 ； 劉祥熹

國立臺北大學/商學院/國際企業研究所/碩士(2016年)

摘要

本篇論文的主要目的為探討在智慧型手機產業中，以這些行銷策略（體驗行銷、限量版行銷），是否會透過手機的產品屬性（媒體豐富度、獨特性），最終影響潛在消費者的認知（有用性、易用性、有趣性）。在本研究裡，我們利用SPSS 與LISREL 來檢驗每個變數間的效果及因果關係，並在大台北地區（台北市、新北市）進行配額抽樣。實驗結果顯示，本研究的假說大部份成立，我們也發現體驗行銷能藉由媒體豐富性，對改變消費者認知有強烈影響。

關鍵字

體驗行銷 ； 限量版行銷 ； 媒體豐富性 ； 科技接受模型 ； 智慧型手機

並列摘要

The purpose of this study is to identify whether the marketing strategies (experiential marketing, limited-edition product marketing) with product attributes (media richness, uniqueness) will finally affect the potential consumer’s perception (usefulness, ease of use, playfulness) in smartphone industries. In our research, we used SPSS and LISREL to examine the causal and effect relationship among every variable, and sampling population was taken from Great Taipei Area (Taipei City and New Taipei City). The empirical results show that most of the hypotheses in this study were positive relationships. In addition, we found that marketing strategies, especially experiential marketing, has a great influence on changing consumer’s perception.

並列關鍵字

experiential marketing ； limited-edition marketing ； media richness ； technology acceptance model (TAM) ； smartphone

參考文獻

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