星巴克體驗行銷對消費者再購意願之影響-以認知需求為干擾變數

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53452

Title:	星巴克體驗行銷對消費者再購意願之影響-以認知需求為干擾變數 The Relationship Between Starbucks Experiential Marketing and Consumer Repurchase Intention: The Moderating Effect of Need for Cognition
Authors:	簡亦妘
Contributors:	國際企業管理學系
Keywords:	體驗行銷再購意願認知需求 Experiential Marketing Consumer Repurchase Intention Cognitive Need
Date:	2024
Issue Date:	2024-07-16 13:50:01 (UTC+8)
Abstract:	在咖啡產業迅速發展的競爭下，若能讓消費者在體驗行銷過程中獲得正向、愉快的感受，更能使消費者了解業者欲傳達的價值。因此本研究旨在探討體驗行銷對再購意願的影響，及若在不同消費者之認知需求高低程度不同下，是否會對其關係產生不同地干擾效果。本研究以網路問卷調查及便利抽樣法，抽樣對象為近半年內有至星巴克消費經驗的大學生，共計發放224份問卷，回收224份問卷，有效問卷份數為211份。研究結果顯示，知覺行為控制和主觀規範對再購意願有顯著的正向影響。且在排除知覺行為控制及主觀規範的影響下，體驗行銷與再購意願為顯著正相關，假說一獲得支持。但認知需求對於體驗行銷與再購意願之關係具有顯著負向干擾效果，假說二未獲得支持。 In the rapidly evolving coffee industry, creating positive and enjoyable experiences for consumers during experiential marketing processes can enhance their understanding of the values the businesses aim to convey. Therefore, this study aims to investigate the impact of experiential marketing on repurchase intention, and whether the relationship is differently influenced by the varying levels of perceived cognitive needs among consumers. This research utilized an online questionnaire survey and convenience sampling method. The participants were university students who had experienced Starbucks consumption in the past six months. A total of 224 questionnaires were distributed, with 224 collected and 211 deemed valid. The results indicate that perceived behavioral control and subjective norm have significant positive effects on repurchase intention. Moreover, when controlling for the influence of perceived behavioral control and subjective norm, experiential marketing is significantly positively correlated with repurchase intention, supporting Hypothesis 1. However, cognitive needs exhibit a significant negative moderating effect on the relationship between experiential marketing and repurchase intention, contradicting Hypothesis 2.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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