網路商店的體驗行銷以及體驗價值對顧客忠誠度之探討

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/51688

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题名:	網路商店的體驗行銷以及體驗價值對顧客忠誠度之探討
其它题名:	The study of the internet shop experiential marketing and experiential value to customer loyalty
作者:	葉宛如;Ye, Wan-ru
贡献者:	淡江大學國際貿易學系國際企業學碩士班何怡芳;Ho, I-fang
关键词:	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
上传时间:	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.
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