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    題名: 網路商店的體驗行銷以及體驗價值對顧客忠誠度之探討
    其他題名: The study of the internet shop experiential marketing and experiential value to customer loyalty
    作者: 葉宛如;Ye, Wan-ru
    貢獻者: 淡江大學國際貿易學系國際企業學碩士班
    何怡芳;Ho, I-fang
    關鍵詞: 網路商店;體驗行銷;體驗價值;顧客忠誠度;internet shop;experiential marketing;Experiential Value;Customer Loyalty
    日期: 2010
    上傳時間: 2010-09-23 15:48:07 (UTC+8)
    摘要: 隨著網路商店在良好的軟體以及硬體設備兼具之下,網路商店持續的蓬勃成長並且帶來無限商機,也相對塑造出現代消費者所追求的數位化生活型態。由此可知,網路購物確實逐漸成為一個不容忽略的通路媒介。因此,本研究將針對台灣的網路購物市場進行探討。

    本研究主要針對曾經有在網路上購買過商品一次以上的經驗者,探討能否藉由體驗行銷作為策略性工具,以創造顧客的體驗價值,再進一步影響顧客忠誠。體驗行銷的概念乃採用Schmitt (2000)提出兩大構面:個人體驗與共享體驗 ; 而體驗價值則採用Mathwick, Malhotra and Rigdon (2001)所提出四個類型:消費者投資報酬、卓越服務、美學、趣味的概念作為體驗價值衡量構面。抽樣方法以便利抽樣方式發放問卷。最後回歸分析驗證結果:

    (1)個人體驗確實對體驗價值產生影響,整體而言,以美學影響較大。

    (2)共享體驗,確實會對體驗價值產生影響(除了消費者投資報酬率之外),整體而言,以趣味影響較大。

    (3)體驗價值確實會對顧客忠誠度產生影響,整體而言,以卓越服務、趣味影響較大。

    (4)個人體驗與共享體驗確實會對顧客忠誠度產生影響,整體而言,以個人體驗影響較大。
    With the e-store in a good combination of software and hardware under the continued flourishing e-store growth and business opportunities, Create a relatively modern consumers seeking digital lifestyle. From this, Online shopping does not become a neglected access media. Therefore, this study will focus on Taiwan internet shopping markets.

    This study will focus on the e-store consumer once bought more than one products, Explore the possibility of with Experiential Marketing as a strategic tool to create the customer Experience value , a further effect on customer loyalty.

    The concept of experiential marketing is according to the research of Schmitt (2000).There are two dimensions in his study: Personal experience and Share experience. The concept of experiential value is according to the research of Mathwick, Malhotra and Rigdon (2001).There are four dimensions in his study: Consumer Return on Investment, Service Excellence, Aesthetics, Playfulness. I use convenient sampling to arrange my questionnaire. Finally, regression analysis to verify the results:

    (1)Personal experience has significantly positive
    influences Experiential value, especial a greater impact
    to Aesthetics.

    (2)Share experience has significantly positive influences
    experiential value (in addition to CROI), especial a
    greater impact to Playfulness.

    (3)Experiential value has significantly positive influences
    customer loyalty, especial a greater impact to Service
    Excellence and playfulness.

    (4)Personal experience and Share experience have
    significantly positive influences customer loyalty,
    especial a greater impact to Personal experience.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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