顧客消費體驗模式下不同類型電視遊樂器行銷行為之研究

The Study on Consuming Experience in Different Types TV Games

梁榮輝(Jung-Hui Liang) ； 徐巧倫(Chiao-Lun Hsu)

《全球管理與經濟》 4卷1期 (2008/06) Pp. 77-110

https://doi.org/10.6565/JGME.2008.4(1).4

摘要

現代人購買一項產品不再只注重功能、價格或是售後服務，追求的是個人的品味或是實際體驗該項產品之後的過程感受，致使現在諸多行銷人大部份皆已捨去傳統的行銷方式，進而改變成讓顧客們試用體驗之後的方式，提供感官、情感、思考、行動以及關聯（Schmitt 1999）的方式取代傳統的功能屬性利益，帶給消費者們有更多的娛樂、刺激、情感方面與創新挑戰的享受。目前市面上最有名的三款家用電視遊樂器分別是：Nintendo-Wii、Sony-PS3與Microsoft-Xbox。此外有關這三家電視遊樂器的比較文獻研究甚少，因此本研究採Schmitt（1999）所提出的體驗行銷為理論架構基礎，研究對象範圍為台北市各區域中的鬧區的人為研究對象，利用立意抽樣以進行問卷發放調查。本研究目的在探討電視遊樂器體驗者在體驗各廠牌的電視遊樂器時，所感受到的體驗的一切。經由問卷調查研究分析，結果得知，顧客以「感官體驗」的視覺感受程度最為深刻；其次則是「情感體驗」，接下來則為「行動體驗」排名第三；結果發現在顧客在電視遊樂器的感官體驗會因性別不同而有所影響，有顯著性差異；顧客在電視遊樂器的感官、情感、行動與關聯體驗皆因婚姻狀況的不同而有所彩響，以上4個體驗皆有顯著性差異；顧客在電視遊樂器的感官體驗、情感體驗、思考體驗、行動體驗與關聯體驗皆受到年齡層的不同而有所影響，有顯著性差異；顧客在電視遊樂器的感官、情感、思考、行動與關聯體驗會因每過平均接觸電視遊樂器之耗時不同而有所影響，有顯著性差異；電視遊樂器對受訪者的感官與行動體驗有部份顯著；另外，「感官體驗」顧客以電視遊樂器主機和週邊產品的設計看起來十分特殊、電視遊樂器的遊戲音樂、遊戲情境及電視遊樂器的推出公司商標有顯著性差異；在「行動體驗」顧客認為電視遊樂器是室內休閒活動另外的好選擇有顯著性差異。

關鍵字

電視遊樂器 ； 體驗行銷 ； 消費體驗

並列摘要

Nowadays, people who buy some things, they no longer just focus on the function, price, or after-care service of commodity. What they want is the unique taste or the real feeling after experiencing the product. It provides ways to sense, feel, think, act, and relate instead of traditional function benefit, and brings customer more recreational, excited, emotional, and original feeling.The most famous TV games in the current market are Nintendo-Wii、Sony-PS3 and Microsoft-X box. The research reports about these three TV games are quite rare, so we use Schmitt's experimental marketing as theoretical framework basis, and we take people in each area of Taipei city as our research object. This study uses purposive sampling as questionnaire researching. The purpose of this research is to treat what people experience when they were playing different TV games.Based on the results of this research, we find that customers have deepest feelings in sense experience; then followed by feel experience and act experience. We find customers have obviously different sense experience according to sex difference. The sense, feel, think, and relate experience are all apparently affected by marital status, age and the average time they spend in playing TV games in each week. Besides, customers of ”sense experience” was differentiate from the distinctively design of side products, the game music, the game scene, and the brand of the game company. While customers of ”act experience” have obvious difference in considering TV games as another indoor entertainment.

並列關鍵字

TV Games ； Experiential marketing ； Consuming experience