頁籤選單縮合
題 名 | 實體書店消費者與體驗行銷之研究--以大學生為例=Entity Bookstores of the Consumer and the Experiential Marketing--Case of College Students |
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作 者 | 謝謹羽; | 書刊名 | 中華印刷科技年報 |
卷 期 | 2011 2011.03[民100.03] |
頁 次 | 頁349-362 |
分類號 | 496.5 |
關鍵詞 | 體驗行銷; 實體書店; |
語 文 | 中文(Chinese) |
中文摘要 | 進入體驗經濟時代後,民眾消費時除重視產品性能或服務效益之外,也同時重視能否從消費活動中獲得新鮮、愉悅之感覺,故以感性的體驗行銷(Experiential Marketing)來吸引消費者將是未來的趨勢潮流(Schmitt, 1999)。本研究主要探討體驗行銷和顧客忠誠度之間的關係,體驗行銷的概念乃採用Schmitt(1999)提出的五個構面:感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗。並以大學生族群為研究對象,採便利抽樣方式發放問卷。研究的方法主要採用信度分析、相關分析、回歸分析以及敘述性統計。結果發現消費者在消費體驗構面中的「情感體驗」與「關聯體驗」感受愈好,在對消費者「忠誠度」的影響愈高。且五種體驗行銷對於忠誠度皆有正向關係。 |
英文摘要 | In the era of experiential economy, the public not only value the functional benefits of service, but also its hedonic and pleasant aspects. Therefore, utilizing affective experiential marketing to attract consumers is the trend (Schmitt, 1999).The Study is focus on the relationships among experiential marketingand customer loyalty. The concept of experiential marketing is according to the research of Schmitt (1999). There are five dimensions in his study: the senses, feelings, thinking, acting and relating. My research objects are college students. I use convenient sampling to arrange my questionnaire. Research Methods are reliability analysis, correlation analysis, regression analysis and descriptive statistics. Regarding the experiential aspects of consumption, the more sense-experience and relate-experience the consumers have, the more loyal they are. And the experiential marketing has significantly positive influences to loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。