體驗行銷與消費者價格敏感度關係之研究- 以穿戴式運動裝置為例

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Title:	體驗行銷與消費者價格敏感度關係之研究- 以穿戴式運動裝置為例 The Relationship between Experiential Marketing and Consumers’ Price Sensitivity: in Example of Wearable Device on Exercise
Authors:	陳國正
Contributors:	企業實務管理數位碩士在職專班
Keywords:	體驗行銷價格敏感度穿戴式裝置 experiential marketing prices sensitivity wearable
Date:	2016
Issue Date:	2016-08-18 09:47:29 (UTC+8)
Abstract:	本研究在探討消費者對於需要一段時間的使用，才能產生效用回饋知覺，或無法由產品外觀或文字說明即可明顯感受其效用之創新產品特性下，是否可透過體驗行銷(experiential marketing)活動，影響並降低消費者對該產品的價格敏感度(prices sensitivity)，協助企業在無須改變產品即有價值及生產成本情形下，提升消費者對於價格的接受度，進而提升企業對於商品銷售及獲利之能力。本研究以近年3C電子市場之創新商品：穿戴式運動裝置(wearable device on exercise)，作為驗證研究之目標產業，並且透過結構式問卷(Structured questionnaire)的方式進行研究，抽樣對象為具有穿戴式運動裝置經驗之消費者進行發放與填答。研究結果發現，穿戴式運動裝置消費者，其體驗行銷與價格敏感度呈現負向關係，在體驗行銷五構面中，對價格敏感度之影響效果，本研究發現以感官體驗的效果最高，其次為情感體驗與關聯體驗，且皆具有顯著負相關，並獲得實證研究之支持。本研究為使問卷更具有信效度，研究時設置顧客滿意度、價格多樣化認知及參考價格等控制變數，藉以純化體驗行銷與價格敏感度之關係。 This research was to explore consumer need some time to produce utility back perception, or can’t be explained by the appearance of the product or text can obviously feel for the effectiveness of its innovative product features, can activity through experi-ential marketing, the impact and reduce consumer price sensitivity of the product, to as-sist enterprises in without changing the product cost of production, enhance consumer acceptance of the price, and thus enhance the enterprise for sales and profit the capabil-ity. In this study, innovative products: the wearable motion device, as the target valida-tion studies of the industry, and studies of the way through a structured questionnaire, sampling target for wearable motion device experience users. Study found that wearable motion device users, research results show that the ex-periential marketing is negative related to price sensitivity. In the five dimensions of experiential marketing: act, think, sense, feel and relation, in this research found that the highest effects are sense dimension, followed are feel dimension and relate dimension, both having significant negatively related to price sensitivity, and get prove in this re-search. This study makes a more reliability and validity of the questionnaire, setting cus-tomer satisfaction, price variety and reference prices for control variables in study, in order to control the purification of experiential marketing and prices sensitivity rela-tionship.
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