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研究生:金開文
研究生(外文):CHIN,KAI-WEN
論文名稱:體驗行銷與品牌價值對於消費意願之影響:以宗教活動為例
論文名稱(外文):The Effect of Experiential Marketing and Brand Value on Consumption Intention: from the Evidence of Religious Activities.
指導教授:吳錦錩吳錦錩引用關係洪明洲洪明洲引用關係
指導教授(外文):CHING, CHANG-WUMIN,CHOW-HONG
口試委員:吳錦錩洪明洲
口試委員(外文):CHING, CHANG-WUMIN,CHOW-HONG
口試日期:2024-06-20
學位類別:碩士
校院名稱:中國文化大學
系所名稱:全球品牌與行銷碩士在職學位學程
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:78
中文關鍵詞:體驗行銷品牌價值消費意願宗教活動
外文關鍵詞:experiential marketingbrand valuepurchase intentionreligious activities
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論文名稱:體驗行銷與品牌價值對於消費意願之影 總頁數:78
響:以宗教活動為例
校(院)所組別:中國文化大學商學院全球品牌與行銷碩士學位學程
畢業時間及提要別:112學年度第2學期碩士學位論文提要
研究生:金開文  指導教授:吳錦錩、洪明洲
中文摘要
論文提要內容:
本研究旨在探討宗教活動中的體驗行銷、品牌價值與消費意願之間的關係。體驗行銷是一種重要的消費者行為,通常與品牌形象和價值觀相關。宗教活動作為一種帶有深刻意義和情感的體驗,可能對消費者的品牌價值和消費意願產生顯著影響。
本研究選取特定宗教活動作為研究對象,藉由問卷調查的方式收集資料。使用統計分析方法,將體驗行銷、品牌價值和消費意願之間的關係進行探討。
研究結果顯示,宗教活動中的體驗行銷對消費者的品牌價值有顯著影響。通過宗教活動所帶來的感動和心靈上的滿足,消費者對品牌產生了深刻的共鳴,進一步提升了其品牌價值。此外,研究結果還發現,品牌價值對消費意願具有正向影響,消費者對這些品牌的願意付出更多。
本研究的結果對於宗教活動的策劃與品牌管理具有重要意義。藉由創造富有體驗性的宗教活動,組織可以增強消費者對品牌的價值認同,進而激發其消費意願。同時,這些結果也有助於我們對體驗行銷、品牌價值以及宗教活動的相互關係有更深入的理解。
Exploring the Impact of Corporate Social Responsibility
on the Performance of Taiwan's Food Industry

Student: Kai-Wen Chin Advisor: Ching-Chang Wu
Min-Chou Hong
Chinese Culture University
ABSTRACT
This study aims to explore the relationships between experiential marketing, brand value, and purchase intention in religious activities. Experiential marketing is an important aspect of consumer behavior, often associated with brand image and values. Religious activities, as experiences imbued with profound meaning and emotion, may significantly influence consumers' perception of brand value and their purchase intentions.
The research focuses on specific religious activities as the subject of study, collecting data through questionnaire surveys. Statistical analysis methods are employed to examine the relationships between experiential marketing, brand value, and purchase intention.
Results indicate that experiential marketing in religious activities significantly impacts consumers' perception of brand value. Through the emotional and spiritual fulfillment derived from religious activities, consumers develop a deep resonance with the brand, further enhancing its perceived value. Moreover, the findings reveal that brand value positively influences purchase intention, with consumers willing to invest more in these brands.
The results of this study have important implications for the planning of religious activities and brand management. By creating experiential religious activities, organizations can strengthen consumers' value identification with the brand, thereby stimulating their purchase intention. Additionally, these findings contribute to a deeper understanding of the interrelationships between experiential marketing, brand value, and religious activities.

內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 6
  第三節  研究流程............... 10
  第四節  研究範圍與限制............... 13
第二章  文獻回顧................. 15
  第一節  品牌價值................. 16
  第二節  體驗行銷.................... 21
  第三節  消費意願.................. 25
  第四節  宗教活動實況............... 30
第三章  研究方法................. 33
  第一節  研究架構與假說............... 33
  第二節  問卷設計與操作性定義............. 39
  第三節  研究對象與統計方法................ 39
第四章  研究結果................. 49
  第一節  樣本基本資料與敘述.......... 42
  第二節  信度分析................. 51
  第三節  因素分析................ 53
  第四節  迴歸分析................ 55
第五章  結論與建議................ 62
  第一節  研究結論................. 62
  第二節  管理意涵與未來研究建議............. 64
參考文獻 ..................... 67



表目錄
表 1- 1 研究問題與目的.................. 9
表 1- 2 研究範圍與研究內容.................. 13
表 2- 1 消費意願理論之定義................ 28
表 3- 1 樣本資料來源................. 40
表 4- 1 受訪者背景資料................. 43
表 4- 2 宗教活動參與行為................. 45
表 4- 3 研究變數之描述性統計表................. 48
表 4- 4 信度檢定表................. 52
表 4- 5 體驗行銷效度檢定表................. 54
表 4- 6 品牌價值效度檢定表................ 55
表 4- 7 品牌價值與前往宗教對消費者意願迴歸分析. 57
表 4- 8 體驗行銷與前往宗教場消費者意願迴歸分析 . 58
表 4- 9 體驗行銷與宗教身分對消費者意願迴歸分析. 59
表 4- 10 品牌價值與宗教身分對消費者意願迴歸分析. 61
表 5- 1 假設檢定彙整表............. 63


圖目錄
圖 1-1 研究流程圖................... 12
圖 3-1 研究架構................... 14

參考文獻
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