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研究生:趙立平
研究生(外文):CHAO, LI-CHAO
論文名稱:網站體驗行銷與體驗價值對品牌態度及購買意願之影響—以ZARA購物網站為例
論文名稱(外文):The Effect of Experiential Marketing and Experiential Value on Brand Attitude and Purchase Intention-A Case of ZARA Official Website
指導教授:林陽助林陽助引用關係
指導教授(外文):LIN, YANG-CHU
口試委員:顧萱萱李宜致
口試委員(外文):KU, HSUAN-HSUANLEE, YI-CHIH
口試日期:2017-06-27
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:80
中文關鍵詞:網路購物體驗行銷體驗價值品牌態度購買意願
外文關鍵詞:online shoppingexperiential marketingexperiential valuebrand attitudepurchase intention
相關次數:
  • 被引用被引用:22
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  • 下載下載:362
  • 收藏至我的研究室書目清單書目收藏:1
在這個網路商品同質化程度越來越高、消費者價格資訊來源迅速的時代,體驗行銷的核心理念相對於購物網站的行銷方式越來越不容小覷。一個網站能讓消費者感到驚艷、難忘,才是有價值的網站。2015年ZARA線上購物網站正式在台開放,本研究想一探究竟在實體零售產業以有聲有色的企業,其線上購物網站在台灣人眼中是否一樣受歡迎?ZARA線上購物網的風格有別於一般台灣線上購物網站,是否也受台灣消費者喜愛?
將以Schmitt(1999)所提出體驗行銷之策略體驗模組,包含感官(Sense)、情感 (Feel)、思考(Think)、行動(Act)與關聯(Relate)五種運用至網路體驗行銷,來探討ZARA線上購物網的體驗行銷與體驗價值對該品牌態度和購買意願有何影響,進而希望研究結果能提供台灣購物網站做為比較和借鏡。
本研究以量化統計方式作為研究方法,填答者必須先瀏覽過ZARA線上購物網站才可進行填答。問卷內容共有人口統計變項、體驗行銷、體驗價值、品牌態度及購買意願共五個部分,並以網路表單問卷在網路社交網站發放,共發出265份,收回265份,回收率達100%,剔除問卷答案勾選尺度皆相同者,總計有效問卷數為258份,有效問卷率為97.4%。
研究結果顯示:一、ZARA線上購物網站之體驗行銷對於體驗價值有正向影響。二、體驗價值對品牌態度有正向影響。三、體驗價值對購買意願有正向影響。四、體驗價值為體驗行銷與品牌態度間有部分中介效果。五、體驗價值為體驗行銷與購買意願間之中介變項皆有部分中介效果。

Recently, online shopping has rapidly increased as an important market channel. In 2015, ZARA Official Website commenced business in Taiwan, and we wonder the experiences with the feeling and the emotion after people use this online store and how to impact consumer attitude. It’s become more and more important topic for enterprises, so we attempt to understand that the relationships among experiential marketing, experiential value, brand attitude and purchase intention from ZARA Official Website. Bases on these findings, we propose some managerial implications and suggestions.
This study develops a reaserch model based on the experiential marketing by Schmitt (1999). Through SPSS for statistic analysis, the findings of the paper are as follows: (1) the relationships between website’s experiential marketing and the experiential value have significant positive effect. (2) The relationships between website’s experiential value and the brand attitude have significant positive effect. (3) The relationships between website’s experiential and the purchase intention have significant positive effect. (4) The experiential value have mediating effect between experiential marketing and brand attitude. (5) The experiential value have mediating effect between experiential marketing and purchase intention.
Conclusively, our research results show that five above points all have significant positive effect and verify that the experiences are very important for ZARA Official Website or the relevant industries’ website.
誌謝 i
摘要 ii
Abstract iii
目錄 i
第一章 緒 論 1
第一節、 研究背景與動機 1
第二節、 研究目的 4
第三節、 研究流程 5
第二章 文獻探討 6
第一節、 體驗行銷 6
第二節、 網站體驗行銷 7
第三節、 體驗價值 12
第四節、 品牌態度 15
第五節、 購買意願 17
第三章 研究方法 19
第一節、 目標公司-ZARA簡介 19
第二節、 研究架構 21
第三節、 研究假說 22
第四節、 研究對象與抽樣方法 25
第五節、 操作型定義和衡量問項 26
第六節、 資料分析 30
第四章 資料分析 32
第一節、 樣本分析 32
第二節、 敘述統計分析 35
第三節、 信度與效度分析 40
第四節、 相關分析 49
第五節、 迴歸分析 53
第五章 結論與建議 59
第一節、 研究結論 60
第二節、 研究貢獻與實務建議 62
第三節、 研究限制與未來研究方向 65
參考文獻 67
附錄 76

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