臺灣博碩士論文加值系統

臺灣路跑運動參與人口成長明顯,許多品牌爭相舉辦或贊助路跑賽
事。其中,全球知名戶外運動品牌 The North Face 將路跑類型延伸至越 野賽,並舉辦越野路跑訓練相關活動,藉由活動體驗進而培養品牌與消 費者關係。運動人口增長的同時,帶動了運動商品需求及市場的成長, 品牌則運用各種行銷策略以求更有效訴求消費者。體驗行銷猶能帶給消 費者獨特且深刻的體驗,與其他競爭品牌區隔,讓品牌擁有較高的定價 優勢及競爭力,因而為眾品牌所青睞。
本研究目的旨在暸解 The North Face 的體驗行銷活動是否影響消費 者對品牌態度、品牌形象與品牌權益之評估。以 The North Face 去野俱 樂部活動消費者為發放問卷之對象,共發放 116 份問卷,有效問卷共 101 份,回收率 87%。資料分析以描述性統計、相關分析及路徑分析處 理變項之間的關係。研究結果發現:一、體驗行銷、品牌態度、品牌形 象、品牌權益變項間有正向關聯。二、體驗行銷可透過品牌態度,進而 影響品牌權益。三、體驗行銷可透過品牌態度,影響品牌形象,進而影 響品牌權益。本研究歸納出以下結論,The North Face 體驗行銷應著重於 整體的體驗感受,影響消費者對其體驗行銷感受程度,進而發展對品牌 之喜好。再者,體驗行銷之應用可影響消費意願,若消費者參與活動並 得到較高的體驗感受,後續購買意願趨勢亦相對提高。

There’s a significant growth in popularity of road running in Taiwan, and many companies are holding or sponsoring road running events. The North Face (hereafter, TNF), a world famous outdoor sports brand, extends the scope of running beyond road running by introducing cross-country running to the Taiwanese runners. TNF not only organizes cross-country races but also holds designated training events – an application of experiential marketing to cultivate strong relationship with its potential consumers. As the number of sport participants increases, the need for sporting products and the value of sports industry grow simultaneously. Aiming to effectively communicate with consumers, sports brands adopt various marketing strategies, one of which is experiential marketing. Through experiential marketing, the brand offers unique and profound experiences to its customers and creates strong differentiation from its competitors, eventually allowing the brand to enjoy pricing and competitive advantage.
This study intend to investigate whether TNF’s experiential marketing program influences participants’ brand attitude, perceived brand image and perceived brand equity of TNF. Questionnaires were distributed to the consumers of the ―TNF Go Out Club‖. 116 questionnaires were distributed and 101 questionnaires were recovered with a response rate of 87%. Data was analyzed by descriptive statistics, canonical analysis and path analysis. The key findings are as follows: (a) perception of experiential marketing, brand attitude, perceived brand image and perceived brand equity positively correlate with each other; (b) perception of experiential marketing increases perceived brand equity through enhanced brand attitude; (c) perception of experiential marketing also alters perceived brand image through strengthened brand attitude. The results suggest that TNF experiential marketing programs should focus on developing a holistic experience for the consumers. Such pleasant experiences could develop stronger brand preference and purchase intention. Furthermore, consumers who go through an enjoyable experiential marketing program also show higher willingness to buy afterwards.

學位考試審定書 III
中文摘要 IV
英文摘要 V
謝誌 VII
目錄 IX
圖目錄 X
表目錄 XI

第壹章 緒論 1
第一節 研究背景 1
第二節 研究目的 6
第三節 研究問題 6
第四節 名詞解釋 6
第貳章 文獻探討 8
第一節 體驗行銷 8
第二節 品牌態度 15
第三節 品牌形象 20
第四節 品牌權益 22
第五節 總結 26

第參章 研究方法 30
第一節 研究架構 30
第二節 研究對象與施測程序 31
第三節 研究工具 31
第四節 研究範圍 35
第五節 資料處理與分析 35
第肆章 統計與討論 38
第一節 基本資料分析 38
第二節 信效度分析 41
第三節 結果分析 44
第四節 討論 51
第伍章 結論與建議 55
第一節 結論 55
第二節 建議 57

參考文獻 60
中文文獻 60
英文文獻 62
附錄 68
問卷 68

圖目錄
圖2-1 體驗矩陣 14
圖2-2 態度組成圖 18
圖3-1 研究架構 30
圖4-1 研究分析路徑圖 46
圖4-2 各因素間的路徑效果 49

表目錄
表3-1 個人屬性量表題項 31
表3-2 品牌形象量表題項 32
表3-3 品牌態度量表題項 33
表3-4 品牌權益量表題項 33
表3-5 體驗行銷量表題項 34
表4-1 背景資料描述表 39
表4-2 量表之信度分析 41
表4-3 各量表之驗證性因素分析 43
表4-4體驗行銷、品牌態度、品牌形象與品牌權益之相關性 45
表4-5本研究各項假設檢定結果 45
表4-6體驗行銷模組對品牌態度路徑分析結果 47
表4-7品牌形象-功能性對品牌態度及體驗行銷路徑分析結果 48
表4-8品牌形象-象徵性對品牌態度及體驗行銷路徑分析結果 48
表4-9品牌形象-體驗性對品牌態度及體驗行銷路徑分析結果 48
表4-10路徑分析結果 49
表4-11體驗行銷、品牌態度與品牌形象對品牌權益的影響效果 50

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