運用體驗行銷策略吸引顧客進入實體賣場消費

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/33676

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題名:	運用體驗行銷策略吸引顧客進入實體賣場消費 Applying Experiential Marketing Strategy on Attracting Customers into the Brick-and-Mortar Stores
作者:	廖雪枝
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	體驗行銷實體賣場行為意圖 Experiential marketing Brick-and-Mortar Stores behavior intention
日期:	2016-06
上傳時間:	2016-08-17 10:42:09 (UTC+8)
摘要:	全球化與科技化兩股力量的推進，造成全球新經濟型態的轉變，人們開始改變消費方式，網路購物目前已成為當代消費趨勢之一，這股平價消費引發「宅經濟」的商機，它提供消費者便利的消費模式，促使生產者不斷創新產品特色與發展其經營模式。然而，即使網路購物宅經濟的便利性，成為顧客消費的一種趨勢，但是實體店面仍然有其優點，消費者可以現場看到與觸摸實體產品，遇到問題可直接詢問店員。為吸引顧客進入實體賣場消費，成為本研究欲探討的主題；主要目的在探討顧客進入賣場後，運用不同體驗形式，是否會影響顧客停留，進一步實際消費。本研究以問卷調查的方式，以台北遠東百貨公司消費顧客做為研究對象，共發出150份問卷，回收有效問卷132份，有效回收率為88%，統計資料採用差異分析、相關分析與迴歸分析等，研究結果發現，體驗行銷構面中僅行動體驗對行為意圖有正向影響，顯示消費者喜歡百貨賣場的氛圍，與朋友享受逛街聊天的樂趣，事實發現，逛街購物為他們日常習慣與興趣之一。再者，消費者的行為意圖越高，對實際購買行為越明顯，由於百貨商場的產品有平價與高價位之分，因此各階層的消費者皆能在百貨公司中找到他們欲購買的商品，消費者對欲購買商品產生行為意圖時，由於價位不高，大多會直接購買。另外，行為意圖對體驗行銷與實際行為具有部分中介影響，由於消費者在消費過程中與銷售員的互動、與朋友逛街的樂趣或百貨公司的舒適空間，讓消費者衍生出的愉悅感受，進而對百貨及產品產生特殊喜好，將增加消費者再度光臨百貨賣場的意願。本研究結果可提供學術界與實務界設計體驗行銷策略之參考。 Two forces of globalization and technology, caused resulting in a new shift of the global economic patterns, people begin to change consumption patterns, online shopping has become one of the contemporary consumer trends, which shares the parity initiator consumption opportunities "home economy", and it offers consumers the convenience consumption patterns, encourage producers to innovative product features and develop its business model. However, even online shopping convenience of home economy has become a trend in consumer spending, but the physical store still has its advantages, that consumers can see the scene and touch physical products. When they have a problem, they can ask the clerk directly. In order to attract customers into the store to consump-tion entity, in which become the main subject to research; the main purpose of discussing when customer into the store and using different experience, will it attract the customer to stay for further actual consumption. With questionnaires research which is subject to Taipei Far Eastern Department Store customers, total for 150 questionnaires and got 132 valid questionnaires. The effective rate is reached 88%, statistical data using variance analysis, correlation analysis and regression analysis. The results found consumers love department store at-mosphere as well as chatting with friends and enjoy the fun of shopping. Shopping is become their habits and one of their interesting thing. Furthermore, the more visual they have to enhance consumer behavior to purchase, because the department store products are provide affordable and high price points, so consumers have encountered all walks of life to find them what they want to buy in department store, when consum-ers have a consumption intentions, and due to price is not high, most of them will pur-chase directly. In addition, part of the agency acts and marketing experience will also impact customer’s behavior, owning to the process with salesperson / having comfortable space with friends or fun of shopping in department stores, lead to consumers have pleasure feelings, will increase consumer willing to visit the department store again. The results of this study may provide academics and practitioners design experience refer-ence to the marketing strategy.
顯示於類別:	[行銷碩士學位學程] 博碩士論文

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