熱門甜品之病毒式行銷、消費體驗與幸福感之研究

Viral Marketing, Consumer Experience and Happiness-An Example of Popular Desserts Purchase

陳悅琴(Yueh-Chin Chen) ； 張毓奇(Yu-Chi Chang)

《行銷評論》 6卷1期 (2009/03) Pp. 55-85

https://doi.org/10.29931/MR.200903.0003

摘要

本研究探討消費者受到網路和口碑等病毒式行銷傳播方式，影響其對熱門甜品的消費行爲與體驗感受，並探討幸福感人格特質對產品的體驗行爲與體驗感受間的關係，從中了解大台中地區熱門甜品所造成一窩蜂排隊效應與大起大落現象。由於甜品體驗幸福感的相關研究在過去較少被探討，因此本研究方法之應用分爲三階段：(1)焦點團體法，本研究首先針對曾購買過熱門甜品之消費者，取其六位進行焦點團體法，以了解消費者對甜品的訊息來源、購買體驗行爲和感受。再者，進一步從焦點團體法中萃取出重要觀點作爲本研究問卷設計題項。(2)問卷分析法，本研究在台中地區主要商圈和熱門甜品店家附近發放360份問卷，並透過統計分析工具了解消費者之甜品體驗感受。(3)個案訪談，爲了進一步了解熱門甜品和百年老店在經營方式上的差異，本研究訪問了台中兩家百年糕餅老店：林金生香餅行和林異香齋，從中發現老店多樣化行銷策略，以及相當重視品質和食材，藉此延續口碑相傳的好人氣。最後，研究結果發現：1、病毒式行銷對消費體驗具有正向顯著影響。2、消費體驗對體驗幸福感具有正向顯著影響。3、病毒式行銷對體驗幸福感具有正向顯著影響。4、人格特質幸福感對體驗幸福感具有正向顯著影響。建議業者可以增加與消費者情感之互動以增加體驗感受。

關鍵字

病毒式行銷 ； 消費體驗 ； 幸福感 ； 焦點團體法 ； 個案訪談

並列摘要

This study explored the influence of viral marketing such as internet and word-of-mouth on the consumers' consumption of popular desserts and experience, and found the correlation between the personality trait of happiness and experience and feeling for the products in order to the effect of popular desserts in Taichung area and the rise and fall. Since the past studies seldom discussed the happiness on desserts experience, this study was conducted in three stages: (1) Focus group: this study first invites 6 consumers who have purchased popular desserts for focus group to find the information source, purchase experience and feelings of the consumers, subsequently, it extracted the important views from focus group for questionnaire design; (2) Questionnaire analysis: this study distributed 360 questionnaires in the business areas and near popular sweet shops in Taichung, and found the consumers' desserts experience and feelings through statistical analysis tools; (3) Case interview: in order to further find the operational difference between popular desserts shops and traditional shops, this study interviews two traditional pastry shops in Taichung, Lin Chin-Sheng Pastry Shop and Lin Yi Hsiang Chai, and probed into the diverse marketing strategies, value of quality and materials for continue the positive word-of-mouth. Finally, the research findings included: 1) viral marketing has positive and significant influence on consumer experience; 2) consumer experience shows positive and significant influence on the experience of happiness; 3) viral marketing has positive and significant influence on the experience of happiness; 4) personality trait of happiness has positive and significant influence on the experience of happiness. It is suggested that companies can increase the interaction with the consumers to reinforce their experiences and feelings.

並列關鍵字

Viral Marketing ； Consumer Experience ； Happiness ； Focus Group ； Case Interview

參考文獻

Abbott, L.(1995).Quality and competition.New York:Columbia University Press.

Andrews, F. M.,S. B. Withey(1976).Social indicators of wellbeing: American' perception of life quality.New York:Plenum Press.

Argyle, M.(1987).The psychology of happiness.London:Methuen.

Holbrook, M. B.(2000).The millennial consumer in the texts of our time: Experience Entertainment.Journal of Macromarketing.20(2),178-192.

Holbrook, M. B.,Hirschman, E. C.(1982).The Experiential Aspects of Consumption:Consumer Fantasies, Feeling and Fun.Journal of Consumer Research.9(September),32-40.