新產品舊通路體驗行銷效果分析

本研究探討新商品在不同銷售通路及體驗方式下對行銷效果之影響，同時分析顧客滿意度、購買意願與銷售績效之間的關係。研究採用實驗設計方式，選擇三項新商品為標的，在兩種量販店設計感官及情感兩種體驗方式進行促銷；然後，針對購物者進行實驗及事後問卷調查和商品銷售績效分析。實驗結果發現：商品經過消費者體驗後，可顯著提昇行銷效果，但不同產品、通路及體驗方式，其行銷效果各有差異。體驗行銷對非財務面績效如顧客滿意度及購買意願，其行銷效果較不明顯，但對財務面績效如銷售額成長率，則具有顯著的正向影響。實驗結果也證實顧客滿意度、購買意願與銷售績效三者之間彼此具有正相關。

關鍵字

體驗行銷；購買意願；銷售績效

並列摘要

The purposes of the current study were to explore the marketing effectiveness of implementing experiential marketing tactics in existent selling channels for introducing new products. The interrelated influences among customer satisfaction, purchase intentions, and selling performance were also examined after conducting an experimental design, where three products were chosen from two hypermarket stores as subjects to perform two types of experiential marketing experiments. Subsequently, the hypothesis tests were performed to justify the marketing effectiveness. After completing the analysis, the study confirmed the effectiveness to apply the experiential marketing tactics to introducing new products in existent channels. However, the effectiveness was quite discrepant depending on the chosen products, channels, and the types of experiential marketing. The effects of experiential marketing on the non-finance performance, such as customer satisfaction and purchase intension, are positive but not statistic significant. The finding proved that there was a significantly positive influence on the financial performance like sale growth rate. Besides, the experiment results also revealed that there were positive correlations among customer satisfaction, purchase intention, and selling performance.

並列關鍵字

Experiential Marketing ； Purchase Intensions ； Marketing Performance

參考文獻

林陽助、林秀貞、李宜致(2007)。體驗行銷、顧客滿意度與顧客忠誠度關係之研究─以大台北地區連鎖咖啡店為例。顧客滿意學刊。3(2)，57-94。

周中理、陳正(2007)。體驗行銷策略、顧客關係管理與行銷績效關係模式研究─台灣旅館業之驗證。行銷評論。4(3)，339-364。

Atuahene-Gima, K.(1997).Adoption of New Products by the Sales Force: The Construct, Research Propositions, and Managerial Implications.Journal of Product Innovation Management.14(1),498-514.

Google Scholar

Baldauf, A.,Cravens, D. W.(2002).The Effect of Moderators on the Salesperson Behavior Performance and Salesperson Outcome Performance and Sales Organization Effectiveness Relationships.European Journal of Marketing.36(11/12),1367-1389.