| 摘要: | 過去的文獻裡有許多體驗行銷影響再購意願的文獻研究，但珠寶的體驗又與一般商品較為不同。商品透過體驗進而提高購買意願的研究結果已是有目共睹的相關訊息，但珠寶屬於較貴重的商品，再購意願是否會因為滲入珠寶製作的體驗而有所提升，進而幫助該產業鏈，值得我們思考。本研究探討體驗過刻面寶石切磨課程的消費者，經由了解寶石產生的過程後，該體驗是否會影響消費者的再購意願。研究構面有再購意願、主觀規範及體驗行銷，以參與過體驗過寶石切磨體驗課程的學員，作為抽樣對象，進行研究分析。
研究結果得出，消費者的主觀規範雖然具有一定影響力，如親朋好友對珠寶的支持度或工作、學習的同事同學對珠寶的支持度，都會影響著消費者對珠寶的看法，企業若想藉此達到行銷的效益，除了自身產品的品質以外可研擬如何增加消費者對於產品的體驗，或許企業無法改變消費者自身的原生環境、家庭、社交背景，但是若提身消費者體驗的強度，對於產品的銷售，經本研究的分析將會有提高消費者的再購意願的效果。
Though many literature studies on the influence of experiential marketing on repurchase intention have been conducted over the years, the experience of jewelry is, in fact, quite different from that of the generic products. The research result of increased purchase intention through product experience is already a fact. However, jewelry is a more valuable commodity, and whether the purchase intention can be increased by the experience of Jewelry making (and thereby boosts the industry chain) is something that deserves consideration. This study probes into whether the experience of consumers who have participated in the program of faceted gemstone cutting and polishing will affect their repurchase intentions after having learned and understood the process of gem production. The dimension of research includes repurchase intentions; subjective norms, experiential marketing, and learners who have participated in the experience program of gemstone cutting and polishing are taken as the sampling objects for carrying out the research and analysis.
According to the outcome of the research, the repurchase intentions of consumers are likely to be affected by experience marketing, and after involving the subjective norms of consumers, the results show that, although consumers’ own subjective norms will direct their repurchase intentions, experience marketing is making a stronger impact on repurchase intention than subjective norms when the influence of experience marketing and subjective norms exists at the same time. Despite the fact that the subjective norms of the consumers can exercise a certain influence, such as the approval rate of relatives and friends for jewelry or the approval rate of colleagues and classmates at work and school (which can all affect consumers’ viewpoints on jewelry), it is suggested that the companies try to study how to increase consumer product experience in addition to focusing on the quality of their products if they wish to achieve marketing benefits. Perhaps it is impossible for businesses to change the primary environment, family orientation, and social background of the consumer, but if the intensity of consumer experience can be improved, higher sales of the products can still be expected along with the improvement of consumer’s repurchase intentions as indicated by the analytic results of this research. |
