臺灣博碩士論文加值系統

涉入是消費者行為研究中重要的變數之一。對於消費者而言，涉入程度之不同會造成不同的消費行為，故企業為執行有效的行銷策略，可藉由思考可能模式瞭解高低涉入者對訊息處理之方式，以及消費態度行為上之差異，針對不同涉入程度者有不同的訂價、廣告等行銷策略，以滿足消費者的需求，故企業應隨時留意行銷策略是否影響消費者的涉入程度。而體驗行銷是當代新的行銷策略，主要是藉由體驗模組(感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗)改變消費者的行為。因此本研究之研究目的即在探討，企業是否透過體驗行銷模組之策略運用，影響消費者對產品之涉入行為。
本研究所分析之資料，是以在外用餐之顧客為資料來源，利用結構式問卷對中國文化大學進修推廣部在職生以及商學院之學生採便利抽樣。本研究共發出418份問卷，有效問卷共289份。
研究結果顯示，在控制知覺風險、價格認知、產品知識、產品屬性與消費者自信心後，感官體驗、情感體驗、關聯體驗均與產品涉入呈顯著正相關，與本研究之假設相符。思考體驗、行動體驗均與產品涉入呈顯著負相關，與本研究之假設相符。最後，根據本研究之結果提出實務策略涵義以及後續之研究建議。

Involvement is an critical determinant of consumer behavior. Different level of involvement leads to different models of consumer information processing and has an impact of the effectiveness of firms’ marketing efforts. Therefore, firms should pay attention to the possible impact of their marketing strategies on consumer involvement. Since experiential marketing is one of the latest marketing philosophy that is aimed to affect consumer behavior through the experience of sense, feeling, think, action, and relation. The purpose of this thesis is to investigate the possible impact of experiential marketing on customer involvement.
The data source of this study is the customers of eating at restaurant. 418 structured questionnaires were distributed to the students of Chinese Culture University through convenience sampling method. 289 complete and valid questionnaires were returned.
The results of the research that controlling for the effects of perceived risk, price perceptions, product knowledge, product attribute and consumer’s self-confidence, sense experiential, feel experiential and relation experiential are positively and significantly correlated with product involvement, support our hypotheses. Think experiential and act experiential are negatively and significantly correlated with product involvement, support our hypotheses. Finally, the theoretical and practical implications of this study and future research suggestions are discussed.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．． 1
第二節 研究問題與目的．．．．．．．．．．． 3
第三節 觀念性架構．．．．．．．．．．．．． 4
第四節 研究範圍與限制．．．．．．．．．．． 5
第二章 文獻探討．．．．．．．．．．．．．．．． 6
第一節 消費者涉入．．．．．．．．．．．．． 6
第二節 體驗行銷．．．．．．．．．．．．．． 24
第三節 研究假設．．．．．．．．．．．．．． 38
第三章 研究方法．．．．．．．．．．．．．．．． 43
第一節 資料來源與收集方法．．．．．．．．． 43
第二節 變數操作型定義與問卷設計．．．．．． 45
第三節 樣本結構．．．．．．．．．．．．．． 54
第四節 資料分析方法．．．．．．．．．．．． 56
第四章 資料分析．．．．．．．．．．．．．．．． 59
第一節 研究變數信度之分析．．．．．．．．． 59
第二節 研究變數之簡單相關係數分析．．．．． 68
第三節 假設檢定．．．．．．．．．．．．．． 71
第五章 結論與建議．．．．．．．．．．．．．．． 75
第一節 結論．．．．．．．．．．．．．．．． 75
第二節 管理意涵．．．．．．．．．．．．．． 78
第三節 未來研究建議．．．．．．．．．．．． 79
參考文獻．．．．．．．．．．．．．．．．．．．．． 80
附錄 問卷．．．．．．．．．．．．．．．．．． 94

表目錄
表 2-1 消費者購買過程決策．．．．．．．．．．．．． 18
表 2-2 涉入高低對消費者各行為構面之影．．．．．．． 19
表 2-3 個人涉入量表．．．．．．．．．．．．．．．． 24
表 2-4 體驗媒介的種類與形式．．．．．．．．．．．． 29
表 2-5 體驗行銷與傳統行銷的差異處．．．．．．．．． 32
表 2-6 經濟發展的階段．．．．．．．．．．．．．．． 37
表 3-1 知覺風險之量表．．．．．．．．．．．．．．． 48
表 3-2 價格認知之量表．．．．．．．．．．．．．．． 49
表 3-3 產品知識之量表．．．．．．．．．．．．．．． 50
表 3-4 產品屬性之量表．．．．．．．．．．．．．．． 51
表 3-5 消費者自信心之量表．．．．．．．．．．．．． 52
表 3-6 研究樣本基本資料之分佈情形．．．．．．．．． 55
表 4-1 產品涉入量表之 Cronbach’s α 信度分析．．．． 60
表 4-2 體驗行銷量表之 Cronbach’s α 信度分析．．．． 61
表 4-3 知覺風險量表之 Cronbach’s α 信度分析．．．． 62
表 4-4 價格認知量表之 Cronbach’s α 信度分析．．．． 63
表 4-5 產品知識量表之 Cronbach’s α 信度分析．．．． 64
表 4-6 產品屬性量表之 Cronbach’s α 信度分析．．．． 65
表 4-7 消費者自信心量表之 Cronbach’s α 信度分析．． 66
表 4-8 修正後說服知識量表之 Cronbach’s α 信度分析． 68
表 4-9 體驗行銷、產品涉入與控制變數之關係．．．．． 70
表 4-10 產品涉入之層級迴歸分析結果一．．．．．．．． 72
表 4-11 產品涉入之層級迴歸分析結果二．．．．．．．． 73


圖目錄
圖 1-1 研究架構圖．．．．．．．．．．．．．．．．． 4
圖 2-1 三種不同性質之涉入關係．．．．．．．．．．． 10
圖 2-2 影響涉入程度的因素．．．．．．．．．．．．． 14
圖 2-3 購買行為類型．．．．．．．．．．．．．．．． 21
圖 2-4 策略體驗模組．．．．．．．．．．．．．．．． 28
圖 2-5 體驗矩陣．．．．．．．．．．．．．．．．．． 30
圖 2-6 體驗的四種型態．．．．．．．．．．．．．．． 34
圖 2-7 經濟價值的遞進．．．．．．．．．．．．．．． 38
圖 3-1 統計分析架構．．．．．．．．．．．．．．．． 56

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