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系統識別號 U0026-2201201601412100
論文名稱(中文) 比較虛實通路的體驗行銷
論文名稱(英文) The Effect of the Experiential Marketing on Online and Offline Channels
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 104
學期 1
出版年 105
研究生(中文) 劉書萍
研究生(英文) Shu-Ping Liu
學號 R46021073
學位類別 碩士
語文別 英文
論文頁數 141頁
口試委員 指導教授-賴孟寬
口試委員-吳萬益
口試委員-蔡東峻
口試委員-蔡惠婷
中文關鍵字 體驗行銷  虛實整合  情感滿意度  認知滿意度 
英文關鍵字 Experiential Marketing  Online Consumer and Offline Consumer  Cognitive Satisfaction and Affective Satisfaction 
學科別分類
中文摘要 電子商務浪潮之中,台灣網路原生品牌百花齊放,根據中華民國電子商務年鑑於2013年的統計,服飾是網路原生品牌之中最為常見的品項。在如此激烈競爭的環境之中,越來越多相較有規模的廠商開始跨足實體店面,進行虛實整合;此外,為了吸引顧客,體驗行銷也漸漸走進了台灣網路原生品牌服飾業。過去的研究一致推崇體驗行銷的效果,但是卻沒有針對策略模組五種行銷方法的效果進行比較。尤其,虛擬及實體通路的消費者行為有諸多不同,體驗行銷在虛實通路之間實應有不同應用。本研究主要目的為研究體驗行銷在虛擬及實體通路的不同應用。作者首先提出線上線下消費者在滿意度之需求有所不同,並且以認知面和情感面滿意度的觀點,研究體驗行銷的不同效果;此外,作者驗證此兩種不同滿意度在虛擬與實體的情境之中對購買意圖和忠誠度的建立分別有不同效果。研究發現,此五種行銷方法對於情感及認知滿意度都有顯著相關,然對實體店面消費者而言,情感滿意度扮演較重要的角色,而感官體驗與情感體驗對其相較有效;同時,對網路通路消費者而言,則更依賴認知滿意度,而認知體驗與行動體驗對其相較有效;而關聯體驗則對此兩種通路消費者都有效。
英文摘要 According to institute for information industry, e-commerce market value in Taiwan during 2015 could up to 1.69 trillion. Beauty and fashion are the most popular categories. Facing the blooming of online shopping, dot-com company with larger scale had begun developing their click-and-mortar organization. Besides, in order to impress consumers, experiential marketing is gradually applied in clothing and accessories dot-com companies. There were wealth of literatures recommending the effectiveness of experiential marketing. However, there was no existing study to compare the effectiveness of five types of experiential marketing, especially in different channels. The purpose of this study is to understand the different application of experiential marketing in online and offline channels. Therefore, the authors first proposed different satisfactions among online and offline customers, then realizing the different effectiveness of five types of experiential marketing on cognitive and affective satisfactions. In addition, the authors examined if these two kinds of satisfactions have different effectiveness on purchase intention and brand loyalty on online and physical situations separately. Findings showed that all of the five types of experiential marketing are related to two kinds of satisfaction. However, for physical consumers, affective satisfaction plays a main role, which are more significantly related to sensory experiences and affective experiences. Meanwhile, for online consumers, cognitive satisfaction is more important, which are more significantly related to creative cognitive experiences and physical experiences. And social-identity experiences are related to both affective satisfaction and cognitive satisfaction.
論文目次 摘要............................................... i
ABSTRUCT........................................... ii
TABLE OF CONTENTS ................................. iii
LIST OF TABLES .................................... iv
LIST OF FIGURES ................................... iv
CHAPTER I INTRODUCTION ............................ 1
CHAPTER II LITERATURE REVIEW ...................... 6
CHAPTER III: METHODOLOGY ......................... 19
Operational Definition of Research Variables ..... 19
Situational design theme ......................... 26
Pretest for Scenario ............................. 26
Pretest........................................... 33
Modifications .................................... 40
CHAPTER IV: RESULTS and DISCUSSIONS .............. 44
Data Handling .................................... 44
Data Codings ..................................... 44
Factor analysis .................................. 47
Overall Model Fit ................................ 53
Hypothesis Testing ............................... 55
CHAPTER V: CONCLUSIONS and SUGGESTIONS ........... 64
Conclusions ...................................... 64
Academic Contribution ............................ 66
Managerial Implications .......................... 67
Limitations ...................................... 69
Suggestions for Future Research .................. 69
REFERENCES ....................................... 71
Appendix A: Pretest for Formal Questionnaire Physical Scenario Version ................................. 79
Appendix B: Pretest for Formal Questionnaire Online Scenario Version ................................. 88
Appendix C: Pretest for Scenario Physical Scenario Version .......................................... 97
Appendix D: Pretest for Scenario Online Scenario Version ................................................. 104
Appendix E: Formal Questionnaire Physical Scenario Version ......................................... 111
Appendix F: Formal Questionnaire Online Scenario Version ................................................. 120
Appendix G: Online copy of formal Questionnaire Physical Scenario Version ................................ 129
Appendix H: Online copy of formal Questionnaire Online Scenario Version ................................ 135
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