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研究生:彭品媗
研究生(外文):Peng, Pin-Syuan
論文名稱:體驗行銷、體驗價值對品牌形象、顧客滿意度與忠誠度之影響-以直銷業玫琳凱彩妝(Mary Kay)為例
論文名稱(外文):The Influence of Experiential Marketing and Experiential Value on Brand Image, Customer Satisfaction and Loyalty - A Direct Selling Case of Mary Kay Cosmetics
指導教授:陶聖屏陶聖屏引用關係
指導教授(外文):Tao, Shenng-Ping
口試委員:樓榕嬌劉建鷗
口試委員(外文):Lou, Rong-JiaoLiu, Jian-Ou
口試日期:2012-05-25
學位類別:碩士
校院名稱:國防大學政治作戰學院
系所名稱:新聞碩士班
學門:傳播學門
學類:新聞學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:134
中文關鍵詞:化妝品體驗行銷體驗價值品牌形象顧客滿意度忠誠度
外文關鍵詞:cosmeticsexperiential marketingexperiential valuebrand imagecustomer satisfactionloyalty
相關次數:
  • 被引用被引用:23
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  • 下載下載:296
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為了美麗,女人總是不計血本的在化妝品上進行投資,以至於化妝品市場高度成長。隨著體驗行銷的時代來臨,要觸動的是消費者的情緒,創造商品的獨特價
值。因此,本研究主要探討體驗行銷、體驗價值、品牌形象、顧客滿意度與忠誠度之間的關係,並以玫琳凱公司為研究對象。

本研究採目的抽樣發放問卷,共發放問卷521 份問卷,有效樣本216 份,有效回收率達93.91%。研究方法主要採用描述統計、信度分析、因素分析、路徑分
析與多元回歸方式、中介效果分析與多元回歸方式、卡方分析和逐步多元回歸分析。研究結果發現如下所示:

1. 體驗行銷對玫琳凱顧客之體驗價值有顯著的正向影響
2. 體驗行銷對玫琳凱之品牌形象有顯著的正向影響
3. 體驗行銷對玫琳凱之顧客滿意度有顯著的正向影響
4. 玫琳凱顧客之體驗價值對品牌形象有顯著的正向影響
5. 玫琳凱顧客之體驗價值對顧客滿意度有顯著的正向影響
6. 玫琳凱之品牌形象對顧客滿意度有顯著的正向影響
7. 玫琳凱之顧客滿意度對忠誠度有顯著的正向影響
8. 體驗行銷會透過品牌形象之中介效果,對顧客滿意度產生間接影響
9. 體驗價值會透過品牌形象之中介效果,對顧客滿意度產生間接影響
For beauty, women always spend many time and money on cosmetics which may cost expensive price, and therefore make high growth in cosmetic market. As the era of experiential marketing comes, the customer’s emotion has to be triggered and the unique value of goods has to be created as well. Thus, the study focus on the relationships among experiential marketing, experiential value, brand image, customer
satisfaction and loyalty, and also discuss the influence of experiential marketing,experiential value, and brand image on customer satisfaction and loyalty, in case study of Mary Kay Cosmetics.

This research adopted the quota sampling method. Total of 521 questionnaires were giving out and 216 valid questionnaires were collected with valid recovery rate of 93.91%. By using SPSS 13.0 statistical analyses software to analyze data, the research methods are descriptive statistics, t-test, one-way ANOVA, chi-square test and multiple regression analysis. The conclusions of this research are summarized as
follow.

1. The experiential marketing has significantly positive influences to experiential value.
2. The experiential marketing has significantly positive influences to brand image.
3. The experiential marketing has significantly positive influences to customer satisfaction.
4. The experiential value has significantly positive influences to brand image.
5. The customer value has significantly positive influences to customer satisfaction.
6. The brand image has significantly positive influences to customer satisfaction.
7. The customer satisfaction has significantly positive influences to loyalty.
8. The brand image has mediating effect between the experiential marketing to the customer satisfaction.
9. The brand image has mediating effect between the experiential value to the customer satisfaction.
第一章緒論............................................................................................. 1
第一節 研究背景與動機.................................................................... 1
第二節 玫琳凱公司介紹.................................................................... 5
第三節 酒神文化.............................................................................. 14
第四節 研究目的與問題.................................................................. 16
第五節 研究流程.............................................................................. 17
第二章 文獻探討................................................................................... 18
第一節 體驗行銷.............................................................................. 18
第二節 體驗價值.............................................................................. 43
第三節 品牌形象.............................................................................. 55
第四節 顧客滿意度.......................................................................... 64
第五節 顧客忠誠度.......................................................................... 69
第六節 各研究變項關係間之相關文獻及假說推導...................... 74
第三章 研究方法................................................................................... 83
第一節 研究假說與架構.................................................................. 83
第二節 研究變項之操作性定義與衡量與問卷設計...................... 85
第三節 研究對象與抽樣方法.......................................................... 92
第四節 資料分析與方法.................................................................. 95
第五節問卷蒐集.............................................................................. 96
第四章 資料分析與結果....................................................................... 97
第一節 描述性統計.......................................................................... 97
第二節 量表之信效度檢驗............................................................ 101
第三節 研究假設驗證.................................................................... 110
第四節 研究問題回答.................................................................... 117
第五章 結論與建議............................................................................. 125
第一節 研究結論............................................................................ 125
第二節 研究實務建議.................................................................... 129
第三節 未來研究之建議................................................................ 133
參考文獻............................................................................................... 135
一、中文文獻.................................................................................. 135
二、外文文獻.................................................................................. 137
三、附錄一....................................................................................... 150
一、中文文獻

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三、參考網站

1.玫琳凱網站:http://www.marykay.com.tw/
2.美國財星雜誌http://money.cnn.com/magazines/fortune/fortune500/


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