臺灣博碩士論文加值系統

經濟演變的過程隨著消費型態的改變，已從過去之「農業經濟」、「工業經濟」、「服務經濟」轉變至「體驗是經濟」時代之來臨，依據Pine and Gilmore(1998)，在「體驗式經濟時代來臨」中指出：體驗式經濟，其區分經濟價值演變的四個階段為：貨物、商品、服務與體驗。體驗行銷是進入體驗經濟的時代的後一個重要趨勢，是個理性與感性兼具的行銷概念，而顧客的購買決策也受到情感性因素有一定程度的影響，因此本研究以體驗行銷為研究的主軸。

本研究的主要目的為發展出一適用於化妝品業的體驗行銷模型，為此，本研究對The Body Shop的體驗行銷、品牌形象與行為意向等相關構面進行探討：(1)體驗行銷對行為意向的影響；(2)體驗價值對行為意向的影響；(3)品牌形象對行為意向的影響。

本研究問卷發於方式為親自「The Body Shop」發放問卷，以具有「The Body Shop」消費體驗之消費者為對象發放問卷，總共發放了400份問卷，回收319份有效問卷，有效回收率為79.75%。而後將所得之資料以敘述性統計分析、驗證性因素分析、Cronbach&;apos;α信度分析、多元回歸分析以驗證本研究所提之假設。
本研究對進行理論模型的探討。研究結果顯示：(1)透過體驗行銷的運用會影響消費者下次的購買行為與意圖，並將公司產品列為首選並推薦親友購買；(2)體驗價值會影響消費者下次的購買行為與意圖，促使消費者的再購與推銷親友購買；(3)品牌形象會影響消費者下次的購買行為與意圖，使消費者再購意願增高並願意推薦親友購買。最後，希望本研究的結果在未來研究中，能對體驗行銷的發展帶來貢獻。

The process of economical development has changing with the consumption modes.The modes have been changing from agrarian economy,goods-based industrial economy,service economy into the era of experience economy.“Welcome to the emerging experience economy”published by Pine and Gilmore in 1998 showed that experience economy has four phases to distinguish economy value by goods,merchandises,services and experiences.Experiential Marketing is an important trend upon entering the age of experience economy,which is also a marketing concept with both rationality and emotionality.Customers' decision making would somehow affect by emotional factors.Therefore,the study mainly takes experience marketing into consideration as the focus.

The main object is to developing a model suit with the experiential marketing of The Body Shop,therefore,this study is intent to discuss the causal relationship between different concepts about the experential marketing,experiential value,brand image of the The Body Shop:(1)the effect of experiential marketing to behavioral intention;(2)the effect of experiential value to behavioral intention;(3)the effect of brand image to behavioral intention.

The method of the study utilized the questionnaire through the experiential customers of THE BODY SHOP.400 sheets of questionnaire were released,and 319 returned,the recovery rate was 79.75%.These gained data would analyzed by descriptive statistics analysis,confirmatory factor analysis,Cronbach'alpha reliability analysis and multiple regression analysis to verify the hypotheses of the study.

The discuss of this study progressed theoretical model to The Body Shop.The study showed(1)experiential marketing has a great conspicuous to behavioral intention (2)experiential value has a great conspicuous to behavioral intention (3)Brand image has a great conspicuous to behavioral intention.Inthe end,we hope the result of this study in the further research has a contribution to the development of experiential value.

第一章：緒論
第一節 研究背景-----------------------------------------------------------------1
第二節 研究動機-----------------------------------------------------------------2
第三節 研究目的-----------------------------------------------------------------3
第四節 研究流程-----------------------------------------------------------------4
第二章：文獻探討
第一節 體驗行銷-----------------------------------------------------------------7
第二節 體驗價值-----------------------------------------------------------------16
第三節 品牌形象-----------------------------------------------------------------20
第四節 行為意向-----------------------------------------------------------------22
第三章：研究方法
第一節 研究架構-----------------------------------------------------------------25
第二節 研究假設-----------------------------------------------------------------26
第三節 操作型定義與衡量---------------------------------------------------------30
第四節 問卷設計與抽樣-----------------------------------------------------------31
第五節 資料分析方法-------------------------------------------------------------34
第六節 前測---------------------------------------------------------------------36
第四章：實證分析
第一節 基本資料之敘述性統計分析-------------------------------------------------37
第二節 信度與效度分析-----------------------------------------------------------45
第三節 各構面之因素分析---------------------------------------------------------51
第四節 各研究變項之相關分析-----------------------------------------------------58
第五節 假設驗證-----------------------------------------------------------------60
第六節 假設分析結果匯整---------------------------------------------------------63

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