| 摘要: | 現今的消費型態已進入到美學經濟的時代，亦即商品在滿足生理需求後，顧客追求一種進階完美的感受，也就是心靈層面，一種美學的品味。已有許多研究發現，透過調整商品的外型、色彩、質感、大小及商店的氣氛、擺設、燈光等，皆有可能影響顧客的感受與決定，此為美學行銷漸受重視的原因。然而美學行銷如何讓企業獲得競爭優勢將是美學應用的重點。因此，本研究目的主要在探討美學行銷對於顧客知覺價值之影響，並進一步探討正向情感是否為美學行銷與顧客知覺價值間之中介關係。在研究設計上，本研究透過便利抽樣的方式，在LV、HERMES、GUCCI、CHANEL、COACH、PRADA精品店實體店鋪周遭，詢問購買過的消費者填寫問卷，總共發放400份問卷，回收有效問卷共計380份，整體有效問卷率為95%。研究結果發現，在性別、年齡、可支配所得的控制變數下，美學行銷之風格、創新、感性美學與顧客知覺價值之間有顯著正向影響，正向情感在美學行銷之風格、創新、感性美學與顧客知覺價值之間具有部份中介效果。除了解釋本研究結果之外，並提出管理實務和未來研究之建議，期望提供企業行銷策略及經營管理上之參考。
Today’s consumption patterns have entered the era of aesthetics and economics. That is, when commodities have met physiological needs, consumers start to pursue a sense of perfection taken to new heights, to the realm of spirituality with an aesthetic taste. Many studies have found that by adjusting the product appearance, color, texture, size, and store atmosphere, furnishings, lightings, etc., customers’ perceptions and decisions may be affected, which is the reason why Aesthetic Marketing has gained increasing importance. However, how Aesthetic Marketing enables companies to acquire a competitive edge remains the focus of aesthetic applications. Therefore, the purpose of this study is to explore the impact of Aesthetic Marketing on Customer Perceived Value and further explore whether Positive Affectivity have a mediating relationship with Aesthetic Marketing and Customer Perceived Value. In terms of research design, through convenience sampling, consumers nearby LV, HERMES, GUCCI, CHANEL, COACH, and PRADA boutique stores who had made a purchase before were requested to fill out the questionnaire. A total of 400 questionnaire copies were distributed, of which 380 valid copies were recovered, accounting for the overall effective questionnaire rate of 95%. Research results show that under the controlled variables of gender, age and disposable income, the style, innovation, and perceptual aesthetics in Aesthetic Marketing have a significantly positive impact on and Customer Perceived Value, while Positive Affectivity produce mediating results between style, innovation, and perceptual aesthetics in Aesthetic Marketing and Customer Perceived Value. In addition to an explanation of the research results, recommendations were proposed for management practice and future research, in the hope of serving as a reference for businesses’ marketing strategies and business management. |
