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系統識別號 U0026-2407201723520400
論文名稱(中文) 體驗行銷對消費者知覺價值與購買意願之影響-以星巴克與Cama咖啡為例
論文名稱(英文) The Influence of Experiential Marketing on Consumer's Perceived Value and Purchase Intention-An Example of Starbucks and Cama coffee
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 105
學期 2
出版年 106
研究生(中文) 陳執中
研究生(英文) Jr-Jhong Chen
學號 R46031395
學位類別 碩士
語文別 中文
論文頁數 73頁
口試委員 指導教授-黃瀞瑩
共同指導教授-周信輝
口試委員-方士杰
口試委員-李慶芳
中文關鍵字 體驗行銷  知覺價值  涉入程度  購買意願 
英文關鍵字 Experiential marketing  Perceived value  Involvement  Purchase intention 
學科別分類
中文摘要 台灣整體咖啡市場規模估計一年高達700億元。市場可概分為三大部分,分別為即飲咖啡、咖啡豆(粉)、以及現煮咖啡,其中現煮咖啡佔了市場規模五成,許多連鎖咖啡店品牌近來來如雨後春筍般的成立,使的這部分的競爭最為激烈。為了在眾多品牌中脫穎而出,品牌廠商除了品質外更需要有細膩的策略以應對不同族群的飲用需求,且隨著台灣咖啡飲用文化持續成熟與擴大,消費者的需求更加個人化。因此在這個講求產品風味與生活美學結合的產業中,創造出「多元化的消費體驗」,才能在黑金市場中得勝。
本研究將使用Schmitt (1999)所提出的「策略體驗模組」(SEM)針對兩種定位與商業模式皆完全不同的咖啡店進行探討,並加入涉入程度為調節因子,研究不同類型的品牌業者,適合提供予消費者何種「體驗」以及是否有所差異,且消費者在經歷體驗後,對其「知覺價值」與「購買意願」之影響。
  本研究透過網路問卷問卷星,回收333份問卷,其驗證結果顯示:
一、 體驗行銷整體而言會正向影響消費者的知覺價值。其中行動體驗對採取「外帶與平價」商業模式之咖啡店最具正向影響,思考體驗則對其有負向影響;關聯體驗對講究「內用與高價」商業模式之咖啡店最具正向影響,思考體驗對其也有正向影響。另外對兩者而言,感官體驗皆具有正向且顯著之影響。
二、 涉入程度在面對「內用與高價」商業模式之咖啡店時,在體驗行銷與知覺價值間具調節效果。
三、 知覺價值在體驗行銷與購買意願間具有部分中介效果。
四、 知覺價值正向且顯著影響消費者的購買意願。
英文摘要 Nowadays, the overall coffee market size is estimated at NT 70 billion a year in Taiwan. The market can be divided into three parts, ready-to-drink coffee, coffee beans , and fresh brew coffee. The market size of fresh brew coffee is accounted for 50% of all the market, many chain coffee shops have been established in recent years. In order to stand out among other brands, manufacturers in addition to focus on product quality, but also need other strategies to deal with different drinking needs. Therefore, to create a "diversified consumer experience" is the key to win in this industry which emphasizes the integration of product flavor and life aesthetics.
This study use Schmitt's (1999) “strategic experiential modules” (SEM) to discuss two coffee brands which have completely different positions and business models should provide consumers what kind of experience and whether there is a difference, and how the experience affect consumer’s "perceived value" and "purchase intention".
The results are as follow:
1. Experiential marketing has positive effect on perceived value. Act experience has the most positive impact on the coffee shop that takes the "to-go and parity" business model, and the thinking experience has a negative impact on it; Relate experience has the most positive impact on the coffee shop that takes the "stay-in and high price" business model. In addition, sense experience have a significantly positive effect on both coffee shops.
2. Perceived value has significantly positive impact on purchase intention.
3. Involvement has moderation effect between experiential marketing and perceived value when facing the coffee shop which take "stay-in and high price" business model.
4. Perceived value has partial intermediary effect between experiential marketing and purchase intention.
論文目次 中文摘要 i
Engish Summery ii
致謝 vii
目錄 viii
表目錄 x
圖目錄 xii
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 5
第三節 研究流程 5
第二章 文獻探討 7
第一節 體驗行銷 7
第二節 知覺價值 12
第三節 涉入程度 16
第四節 購買意願 20
第三章 研究方法 22
第一節 研究架構 22
第二節 變數之操作型定義與衡量 23
第三節 研究假設 25
第四節 正式問卷設計 27
第五節 資料分析方法 31
第四章 資料分析 33
第一節 樣本資料分析 33
第二節 敘述性統計分析 34
第三節 因素分析與信度檢定 40
第四節 Pearson相關分析 42
第五節 假說檢定 44
第五章 結論與建議 54
第一節 結論 54
第二節 管理意涵 57
第三節 研究限制與後續建議 58
參考文獻 61
中文文獻 61
英文文獻 61
附錄 67
正式問卷-Starbucks 67
正式問卷-Cama 70
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