體驗行銷與品牌價值對於消費意願之影響：以宗教活動為例

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題名:	體驗行銷與品牌價值對於消費意願之影響：以宗教活動為例 The Effect of Experiential Marketing and Brand Value on Consumption Intention: from the Evidence of Religious Activities.
作者:	金開文
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	體驗行銷品牌價值消費意願宗教活動 experiential marketing brand value purchase intention religious activities
日期:	2024
上傳時間:	2024-07-17 11:59:13 (UTC+8)
摘要:	本研究旨在探討宗教活動中的體驗行銷、品牌價值與消費意願之間的關係。體驗行銷是一種重要的消費者行為，通常與品牌形象和價值觀相關。宗教活動作為一種帶有深刻意義和情感的體驗，可能對消費者的品牌價值和消費意願產生顯著影響。本研究選取特定宗教活動作為研究對象，藉由問卷調查的方式收集資料。使用統計分析方法，將體驗行銷、品牌價值和消費意願之間的關係進行探討。研究結果顯示，宗教活動中的體驗行銷對消費者的品牌價值有顯著影響。通過宗教活動所帶來的感動和心靈上的滿足，消費者對品牌產生了深刻的共鳴，進一步提升了其品牌價值。此外，研究結果還發現，品牌價值對消費意願具有正向影響，消費者對這些品牌的願意付出更多。本研究的結果對於宗教活動的策劃與品牌管理具有重要意義。藉由創造富有體驗性的宗教活動，組織可以增強消費者對品牌的價值認同，進而激發其消費意願。同時，這些結果也有助於我們對體驗行銷、品牌價值以及宗教活動的相互關係有更深入的理解。 This study aims to explore the relationships between experiential marketing, brand value, and purchase intention in religious activities. Experiential marketing is an important aspect of consumer behavior, often associated with brand image and values. Religious activities, as experiences imbued with profound meaning and emotion, may significantly influence consumers' perception of brand value and their purchase intentions. The research focuses on specific religious activities as the subject of study, collecting data through questionnaire surveys. Statistical analysis methods are employed to examine the relationships between experiential marketing, brand value, and purchase intention. Results indicate that experiential marketing in religious activities significantly impacts consumers' perception of brand value. Through the emotional and spiritual fulfillment derived from religious activities, consumers develop a deep resonance with the brand, further enhancing its perceived value. Moreover, the findings reveal that brand value positively influences purchase intention, with consumers willing to invest more in these brands. The results of this study have important implications for the planning of religious activities and brand management. By creating experiential religious activities, organizations can strengthen consumers' value identification with the brand, thereby stimulating their purchase intention. Additionally, these findings contribute to a deeper understanding of the interrelationships between experiential marketing, brand value, and religious activities.
顯示於類別:	[全球品牌與行銷碩士在職學位學程] 博碩士論文

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