臺灣博碩士論文加值系統

體驗行銷」自從2000年8 月由行銷學者引進國內後，此種型態的的行銷方式已廣泛應用在各行各業上。體驗已成為市場一個主流，除了發生在產品銷售的場所之外，也發生在其他顧客與產品或品牌接觸的地方，例如：主題餐廳、主題公園、書局、飛機上、網路上、美容生活館、甚至在家庭中。任何冠上「體驗」字眼的廣告、產品或服務就會在消費者心中營造出體驗情境，因而會刺激消費者的想像和需求，而且還可以更強化產品或品牌在消費者心目中的價值。此外，產品或服務的提供者可以藉由與生活或情境上的連結，而創造出消費者值得回憶的體驗，這不但能夠強化消費者對其品牌的認同與共鳴，最後，也會改變消費者的消費行為。

隨著女性教育水準、自主權及自我意識……等的提高，近來的趨勢已顯示女性在政經界的表現機會和地位越來越重要，因此女人當家的情況也愈來愈普遍。女性的消費能力在升級，連汽車的設計也開始將女性消費者的意見加入，更何況一些專門以女性為主的行業，例如女子Spa？

本研究嘗試以體驗行銷的體驗媒介概念建立一套知覺價值、滿意度與行為意圖的關係模式，而以女子Spa業為實證。

本研究採用問卷調查法來蒐集女子Spa消費體驗的消費者資料，經實證分析發現：
1.體驗媒介的品質(實體環境、服務人員和產品)對知覺價值有正向的顯著影響。
2.體驗媒介中的服務人員和產品品質對滿意度有正向的顯著影響，但是實體環境品質卻對滿意度沒有直接顯著的影響。一旦透過知覺價值為中介變數時，會使實體環境品質間接正向地影響到滿意度。
3.知覺價值對滿意度有正向的顯著關係；而滿意度對購買意圖和口碑也有正向的顯著影響。
4.知覺價值對購買意圖和口碑沒有顯著的正向影響，甚至於出現知覺價值對購買意圖呈現負相關。一旦以滿意度為中介變數時，研究發現知覺價值會間接正向影響到購買意圖和口碑。
5.滿意度對購買意圖和口碑有正向的顯著影響。

Abstract

Since "Experience Marketing” was introduced to Taiwan through marketing scholars in August of 2000, this type of maketing pattern has been widely implemented in the variety of businesses. Experience has become a main stream in the market; it not only happens in the selling places but also happens in the places that the customers encounter with corporate products and brand. For example, it appeared in the theme restaurants, theme parks, bookstores, airplanes, Internet, beauty saloon and even at homes. Any advertisement, product or service that is entitled with “experience” then it will create the experience situation in the heart of consumers. This result will stimulate the consumer’s imagation and desire; moreover it also can further enhance the value of product or brand to the heart of consumers. In addition, the providers of product or barnd can connection with the life or situation experience to create the rememberable memory to the consumers. It is no doubt that experience can strengten the identification or sympathy of the corporate barnd to consumers, finally it can contribute to change their consumption behavior.

Accompany by the rising of the female educateational level, the right of independence and the self-awareness, the recent tendency has demonstrated the female performance opportunity and the status in the political and economic world become more and more important. Therefore the woman becomes a decision-maker in a household, this situation becomes more and more prevalent in nowadays. The feminine consumption ability is promoting (trading-up), therefore the service companys used to be specialized in female market or now, for example the female Spa, are become more focused in female’s opinion. Even the automobile design industry also starts to listen the female’s voice in today.

This study is trying to establish one relational model of perceived values ; satisfaction and behavior intention from the concept of experience provider, which is derived from the experience marketing and will use fumale Spa service for empirical study.

This stud y was to adopt the questionnaire survey to collect the consumer’s data from the female Spa experiential consumption. After empirical study have following findings:

1.The quality of all three-experience providers (e.g. physical environment, service personnel and product) has positive influence on perceived values.

2.The quality of two- experience providers (e.g. service personnel and product) had positive influence on satisfaction but the quality of experience provides in physical environment didn’t have positive influence on satisfaction. When used perceived values to be moderate variable then the physical environment had indirectly positive influence on the satisfaction.

3.Perceived values positively influenced satisfaction；the satisfaction also positively influenced the follow-up purchasing intention and WOM.

4.Perceived values didn’t have positive influence on the purchase intention and WOM; even found that perceived values have negative influence on the purchase intention. But when used satisfaction to be a moderate variable, then this study revealed that perceived values indirectly positive influenced on the purchase intention and WOM.

5.Satisfaction positively influenced the purchasing intention and WOM.

目 錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4

第二章 文獻探討 5
第一節 體驗行銷 6
第二節 都會SPA 10
第三節 體驗媒介品質 16
第四節 知覺價值 23
第五節 滿意度 30
第六節 行為意圖 37
第七節 研究假說 41

第三章 研究方法 42
第一節 變數操作性定義與衡量 42
第二節 研究方法 46
第三節 問卷設計 47
第四節 抽樣設計 49
第五節 統計分析方法 49

第四章 資料分析 52
第一節 問卷回收 52
第二節 敘述統計分析 52
第三節 信度與效度分析 64
第四節 線性結構關係模式分析-假說測試 65

第五章 結論與建議 71
第一節 實證結論 71
第二節 管理意涵 75
第三節 未來研究建議 79

參考文獻 81
附錄 93

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