臺灣博碩士論文加值系統

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、愉悅的感覺，故以感性的體驗行銷來吸引消費者將是未來的趨勢潮流。因此，體驗行銷為當前熱門的研究議題，且已廣泛地應用在實務界中。但有關於購前體驗議題的探討卻鮮少有實證的研究。為了填補這個理論的缺口，本研究將建立模型分析購前體驗與顧客購買意圖之間的影響關係，選擇前往OSIM按摩椅專賣店消費的顧客為研究對象，並以OSIM按摩椅為研究的主題產品。
本研究以問卷調查方式進行，共計發放200份問卷，有效回收169份，並以SPSS10.0做為本研究統計分析與假設驗證工具。以因素分析法與路徑分析驗證五個變數之間的相關性，分別為「購前體驗」、「產品屬性認知」、「品牌形象」、「消費態度」與「購買意圖」等各構面進行構面分析，探討各變數對購買意願影響之驗證。研究結果顯示：
1.「購前體驗」對於「產品屬性認知」呈正相關；
2.「購前體驗」對於「品牌形象」呈正相關；
3.「產品屬性認知」對於「品牌形象」呈正相關；
4.「產品屬性認知」對於「消費態度」呈正相關；
5.「品牌形象」對於「消費態度」呈正相關；
6.「消費態度」對於「購買意願」呈正相關。
本研究亦針對理論與實務意涵的討論，提供後續相關研究及購前體驗的設計者具體建議。

Consumers are not completely satisfied by the product performance or the service quality. They pay more attention to obtain the joyful and freshly feeling during purchasing or shopping procedures. Put the emotional factors into selling procedures into attract consumers will be the future tendency. Therefore, experiential marketing is a more popular research topic recently, and has received rich practical applications in industries. There are few empirical researches in this field, especially for pre-puchasing experience. In order to fill the gap, we build the model and analyze the relationship of pre-purchasing experience and consumer purchasing intentions. We select Massage chair of OSIM’s shop for a case of study.
This research successful collected 169 questionnaires in OSIM’s shop. This study used factor analysis and path analysis to verify the causality among five variables, namely “pre-purchasing experience”, “product attribute”, “ brand image”, “consumption attitude” and “purchasing intention”.
Conclusions are as follows：
(1) Pre-purchasing experience was positively related to the perception of product attribute and brand image.
(2) The perception of product attribute cognition was positively related to brand image and consumption attitude.
(3)Brand image was positively related to consumption attitude.
(4)Consumption attitude was positively related to purchasing intention.
Theoretical and practical implications of this study are discussed and suggestions for future study arer also provided.

目錄
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 5
第貳章 文獻探討 7
第一節 消費者購買決策過程 7
第二節 體驗行銷 13
第三節 產品屬性 25
第四節 品牌形象 34
第五節 消費態度 41
第六節 購買意願 45
第參章 研究方法 47
第一節 研究架構 47
第二節 研究假說 48
第三節 研究變數操作性定義和衡量及問卷設計 53
第四節 資料收集與樣本選擇 61
第五節 資料分析方法 62
第四章　資料分析 64
第一節　樣本結構描述 64
第二節 因素分析與信效度檢測 66
第三節　研究構面之敘述性統計分析 72
第四節 路徑分析 75
第五章 結論與建議 92
第一節 研究結果 92
第二節 研究建議 95
第三節 研究限制與研究方向 98
參考文獻 99
附錄：正式問卷 問卷編號： 106

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