體驗行銷與消費者之補償/非補償性產品評估準則關係之研究

文化大學機構典藏 CCUR > 商學院 > 國際貿易學系所 > 研究計畫 > Item 987654321/22011

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题名:	體驗行銷與消費者之補償/非補償性產品評估準則關係之研究
作者:	周建亨
贡献者:	國際貿易學系
关键词:	體驗行銷餐飲業補償性評估準則非補償性評估準則 experiential marketing restaurants compensatory decision rule non-compensatory decision rule
日期:	2010-08
上传时间:	2012-04-05 16:07:01 (UTC+8)
摘要:	體驗行銷與消費者之補償/非補償性產品評估準則關係之研究 The Relationship between Experiential Marketing and Consumer Choice between Compensatory and Non-compensatory Product Evaluation Rules 由於市場競爭激烈、產品生命週期變短、替代品多、及資訊容易取得等諸多因素，使得消費者之決策行為的異質性益加顯著。企業若能準確的預估目標顧客可能採取的評估準則，就能協助制定有效的行銷組合策略，提高其購買傾向與實際購買行為。消費者評估準則主要分為補償性與非補償性評估準則兩類。既有文獻有關影響消費者選擇評估準則之前置變數的研究，主要是在探討產品複雜度、產品熟悉度、以及涉入程度對評估準則之影響，尚未有研究探討企業行銷策略之影響，例如體驗行銷。體驗行銷在近30 年來已經廣受學界與實務界之重視。學者已發現體驗行銷對於提升顧客對企業之偏好、及企業之競爭力具有顯著的重要性，同時亦可藉由與顧客之互動而降低生產成品。本研究根據文獻初步推論，體驗行銷中之感官體驗、思考體驗、行動體驗、與關聯體驗均會促使消費者採用補償性評估準則；而情感體驗則會促使消費者採用非補償性評估準則。本研究擬分兩個階段進行。第一個階段為前導調查(pilot study)，以建構具有信度與效度之餐飲業消費者體驗行銷認知量表，並檢測相關研究變數之信度與效度。在第二個階段將根據第一階段所得到之消費者體驗行銷認知量表，以實證資料檢定假設。最後，針對研究結果提出理論與管理上之含意。 The Relationship between Experiential Marketing and Consumer Choice between Compensatory and Non-compensatory Product Evaluation Rules Predicting choice models used by target customers is one of the key success factors of marketing mix planning. Although many studies have shown that product complexity, perceived task difficulty and customer involvement are related to customers’choice between compensatory and non-compensatory decision rules, little attention has been paid to the effects of marketing strategies, such as experiential marketing. Experiential marketing has received much attention of marketing scholars and practitioners in the last three decades. It has been shown that experiential marketing lead to customer preference to companies, higher competitive advantages of companies, and lower cost through customer interactions. Based on existing literature, we initially infer that the four experience modules of sense, think, act and relate would lead to the choice of compensatory rule, while the feel module would led to the choice of non-compensatory rule. Using the consumer of restaurants, two studies will be conducted. The first study, a pilot study, is aimed to construct a reliable and valid scale for customer perceived experiential marketing, and to test the reliability and validity of related research variables. In the second study, we will infer and empirically investigate the relationships between the five experience modules of experiential marketing and consumers’choice of decision rules.
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