| 摘要: | 隨著跨國企業紛紛進入台灣市場的情況下，使得台灣服飾零售業彼此競爭激烈，因此服飾業者也漸漸意識到，過於平淡的行銷策略及模式，將無法有效吸引消費者的目光。近年來服飾消費者不再只重視產品或服務的效益，而是專注於在購買過程中的體驗與感受，因此愈來愈多服飾業者藉由有價值的消費體驗，使顧客重新認識與感受其產品的魅力，並強化其對品牌的感覺，進而達到提高顧客購買意願的目標。
本研究主要在探討消費者對服飾的購物體驗感受，對其品牌評價與購買意願之關係，並探究體驗行銷及品牌評價之構成因素。根據消費者對兩家服飾品牌之填答問卷進行實證分析結果顯示：消費者對於店家所提供之體驗行銷方案感受愈好，消費者對其品牌評價愈高，進而能增強消費者的購買意願。在實務意涵上，本研究期望能提供給相關業者參考之用，建議業者未來可加強在購物體驗上的設計，並能藉此提高消費者對其整體評價及消費意願。
As many multinational retail brands have entered Taiwan in recent years, Taiwanese fashion retailers have to compete with each other very intensively, and the apparel industry have to develop effective marketing strategies and business models to at-tract consumers. Recently, consumers are no longer only concern the product quality or service benefits, but also care about the experience and feeling during the shopping process. The good shopping experience and feeling will help consumers sense the quality and charm of products of a brand and strengthen their feeling toward the brand, thereby increasing purchase intention.
This study aims to understand consumer shopping experience and feeling regarding the fast fashion brand, investigate the relationship between brand evaluation and purchase intention, and explore the factors that constitute experience marketing and brand evaluation.The study conducted an empirical questionnaire method, and Brand N a local fast fashion brand) and Brand U a global fast fashion brand were chose to ask respondents about their feeling towards two brand to investigate the effectiveness of experiential marketing. The shopping experience includes the way how consumers sense, feel, think, relate and act toward a brand. The results show that if consumers have better feeling and social relation toward a brand, they will give the brand higher valuation, and thus enhance their purchase intention. |
