| 摘要: | 消費者對於品牌的依附程度，能夠決定消費者對品牌的購買行為，如何培育品牌依附，是企業形成競爭力的重要能力和重要手段之一。在以往研究中鮮少有學者討論體驗行銷與品牌依附之關係。在現今消費者越來越重視購買過程中的體驗與情感，體驗行銷是行銷領域中很重要的一個趨勢，本研究將以體驗行銷的觀點，探討體驗行銷是否會增加消費者對品牌的依附程度。因此本研究為探討探討體驗行銷與品牌依附之關係，以及此一關係是否會受產品涉入影響。
本研究以餐飲業為研究產業，研究物件為青年族群，以結構式問卷收集資料，共發放300份問卷有效問卷為208份。研究結果發現在控制企業社會責任之影響下，體驗行銷與品牌依附呈顯著正相關，產品涉入對體驗行銷與品牌依附呈顯著正向影響，研究假說獲實證支持。根據研究結果，提出管理上之意涵與未來研究建議。
Consumers’ attachment degrees to a brand can determine their purchase be-haviors for products of this brand, so how to cultivate brand attachment is one of im-portant abilities or one of important means in the formation of competitiveness of enter-prises. In the past, only few scholars discussed the relationship between experiential marketing and brand attachment. However, in today's consumptions, consumers pay more and more attentions to the experience and emotion in purchase process, so experi-ential marketing is a very important trend in the field of marketing. In this study, from a perspective of experiential marketing, an exploration was made on whether the experi-ential marketing will increase the attachment degree of consumers to the brand. There-fore, in essence, this study was focusing on analysis on the relationship between experi-ential marketing and brand attachment, and whether such relationship will be moderated by product involvement.
In this study, the catering industry was selected as the context, the study sub-jects were young consumers, and the data were collected via the structured question-naires. In a total of 300 questionnaires distributed, 208 were valid. The results showed that, under the control of the influence of corporate social responsibility, there is a sig-nificant positive correlation between experiential marketing and brand attachment, and there is a significant positive moderating effect of product involvement on the relation-ship between experiential marketing and brand attachment, so all of the hypothesis were supported by this empirical research. According to the research results, this study con-cluded its meaning for management and put forward recommendations for future re-searches. |
