體驗行銷、顧客參與與品牌熱愛之探討—以百貨公司為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53778

Title:	體驗行銷、顧客參與與品牌熱愛之探討—以百貨公司為例 Experiential Marketing, Customer Participation and Brand Love - Taking Department Store as an example
Authors:	陳柔安 CHEN, ROU-AN
Contributors:	國際企業管理學系
Keywords:	百貨公司體驗行銷顧客參與品牌熱愛 Department Store Experiential Marketing Customer Participation Brand Love
Date:	2024
Issue Date:	2024-12-09 13:39:29 (UTC+8)
Abstract:	現今社會對於購物及娛樂需求逐漸增高，為滿足各消費族群多元化之產品及服務需求，百貨公司提供各式各樣之商業設施和多元購物活動。而相較於傳統百貨公司在市場中扮演高級進口商品之定位，現今百貨公司較符合廣泛消費族群之需求，並且提供更完善之體驗。而百貨公司於消費者執行體驗行銷之過程可促使消費者之顧客參與提升，進而影響品牌熱愛。本研究欲探討百貨公司體驗行銷與品牌熱愛之影響，並以顧客參與為中介變數。透過問卷調查之方式，以體驗過百貨公司之消費者為填答對象。本研究收集 277 份問卷，扣除無效問卷 19 份，有效問卷數為 258 份，有效樣本比率為 93.1%，並以 SPSS 軟體進行資料分析，實證結果發現，體驗行銷與品牌熱愛呈現顯著正向關係；在中介效果方面，顧客參與於體驗行銷與品牌熱愛的關係中呈現部分中介效果。 In today's society, the demand for shopping and entertainment is increasing. To meet the diverse needs of various consumer groups, department stores provide a variety of facilities and shopping activities. Unlike traditional department stores, which occupy a high-end market position and import goods, today's department stores cater to a broader range of consumers and offer a more comprehensive experience. Experiential marketing by department stores can increase consumer engagement, thereby affecting brand love. This study explores the impact of experiential marketing and brand love in department stores, using customer participation as a mediating variable. A questionnaire survey of consumers who have experienced department stores was conducted, collecting 277 questionnaires, with 258 valid responses, resulting in a valid sample rate of 93.1%. The data was analyzed using SPSS software. The empirical results show that experiential marketing and brand love have a significant positive relationship; customer participation partially mediates the relationship between experiential marketing and brand love.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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