臺灣博碩士論文加值系統

本研究旨在探討美學行銷的應用是否影響消費者購買意願。研究認為，美學行銷涵蓋「消費情境」、「商品魅力」、「服務品質」和「品牌權益」四個構面，以此作為具體研究對象，並從四個構面角度探討美學行銷之具體應用。以兒童家具業為案例，採用深度訪談法，針對四個構面的題綱，受訪者以企業經營實務回答問題，使用文字採訪方式記錄內容，形成訪談實錄。綜合結果分析，歸納探討美學行銷之應用是否影響消費者購買意願。結果顯示，美學行銷的四個構面在實際運營中有顯著應用，能有效提升消費者的情緒和購買意願。在企業實際運營中，「消費情境」「商品魅力」「服務品質」「品牌權益」皆具美學行銷之明顯效果，因此，其他兒童家具企業若能在美學行銷策略上讓消費者深切感受美感，將有助提升消費者在產品體驗中的情緒投入及對產品價值的認同。本研究以此為美學行銷領域帶來新的研究視角，提供兒童家具企業實際運營上的參考借鑒。希望其他企業能夠從中獲得啟發，根據自己企業的實際情況參考借鑒，必然可以探索企業未來更多可能。

This study aims to investigate whether the application of aesthetic marketing influences consumer purchase intentions. It posits that aesthetic marketing encompasses four dimensions: "consumption context," "product appeal," "service quality," and "brand equity." These dimensions serve as the specific subjects of the study, which explores the concrete application of aesthetic marketing from these four perspectives. Using the children's furniture industry as a case study, the research employs in-depth interviews with respondents who provide practical insights based on their business operations. The interviews are recorded in written form to create a detailed interview record.

The comprehensive analysis of the results explores whether the application of aesthetic marketing affects consumer purchase intentions. The findings indicate that the four dimensions of aesthetic marketing are significantly applied in practice and can effectively enhance consumer emotions and purchase intentions. In the practical operation of businesses, "consumption context," "product appeal," "service quality," and "brand equity" all exhibit clear effects of aesthetic marketing. Therefore, other children's furniture companies that incorporate aesthetic marketing strategies to evoke a deep sense of beauty in consumers may boost emotional engagement and recognition of product value. This study provides a new research perspective in the field of aesthetic marketing and offers practical insights for the operation of children's furniture businesses. It is hoped that other companies will find inspiration and reference from these findings, which could help them explore future possibilities for their businesses.

目錄
誌謝 I
摘要 II
ABSTRACT III
目錄 V
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與研究目的 3
第二章 文獻探討 5
第一節 美學行銷 5
第二節 消費情境 8
第三節 商品魅力 10
第四節 服務品質 12
第五節 品牌權益 14
第三章 研究方法 18
第一節 研究個案 18
第二節 深度訪談法 20
第三節 研究架構 21
第四節 研究流程 22
第五節 研究對象 23
第六節 訪談問題 25
第四章 訪談資料分析 28
第一節 訪談內容 28
第二節 資料分析整理 35
第五章 結論與建議 40
第一節 研究結論 40
第二節 管理意涵 43
第三節 研究建議 45
第四節 研究限制 47
參考文獻 48

表目錄
表3-1 COMF-PRO康樸樂品牌由台灣至中國市場發展布局 19
表3-2 受訪人背景 25
表3-3 訪談題項表 26
表4-1 美學行銷之消費情境訪談問項表 28
表4-2 美學行銷之商品魅力訪談問項表 31
表4-3 美學行銷之服務品質訪談問項表 32
表4-4 美學行銷之品牌權益訪談問項表 34

圖目錄
圖3-1 研究架構圖 21
圖3-2 研究流程圖 22

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