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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/54285
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54285


    Title: 體驗行銷、生活型態與品牌權益之間的關係-以居家用品店為例
    The study of the relationships among experiential marketing, brand equity and life style- taking home furnishing stores as examples
    Authors: 劉純婷
    Liu, Chun Ting
    Contributors: 韓志翔
    李嘉林

    劉純婷
    Liu, Chun Ting
    Keywords: 體驗行銷
    品牌權益
    品牌知曉
    品牌聯想
    知覺品質
    品牌忠誠度
    生活型態
    Date: 2010
    Issue Date: 2012-10-30 10:39:09 (UTC+8)
    Abstract: 顧客逐漸重視感性價值,使得強調感性、氣氛、感官等無形體驗的消費文化興起。「體驗行銷」的具體概念逐漸成形,企業的行銷手法不再單純強調功能性利益,而更強調在顧客體驗上。另外由於生活習慣的改變、週休二日的實施、居家生活美學風氣的興起等等,讓許多人開始注重居家生活品質。現代的居家用品通路提供多樣化的選擇和服務,顧客藉由挑選家居用品與自行佈置的過程,達成一種個人化與自我風格的實現。而體驗行銷在這類通路上尤其為重要的行銷策略,因此本研究欲討論在居家用品零售通路中,體驗行銷與品牌權益間的關係。品牌權益構面之間,彼此又有密切的關係,且會相互影響(Aaker, 1991; Biedenbach and Marell, 2010),因此本研究進一步探討體驗行銷與顧客基礎品牌權益來源─品牌知曉、品牌聯想、品牌忠誠度、知覺品質間的關係。
      本研究另外一個重點是生活型態對體驗行銷與品牌權益之間關係的影響研究。個人的生活型態會影響到消費決策與行為,消費者為了表現自己的生活型態,或是向其他人展示生活型態,他們會需要與自己相符的生活型態品牌(Schmitt, 1999)。消費者也會因為自身的生活型態或是追求的目標不同,而對同樣的商店有不同的感覺(Puccinelli, Goodstein, Grewal, Price, Raghubir and Stewart, 2009),因此本研究進一步想要探討體驗行銷與品牌權益間的相關性,會不會受到生活型態的影響。
      本研究結果如下:
    1.體驗行銷與品牌權益存在正相關。
    2.體驗行銷與消費者對品牌知曉的程度、消費者對品牌聯想的程度、消費者知覺品質的程度、消費者品牌忠誠的程度皆存在正相關。
    3.自我風格之生活型態對於體驗行銷與品牌權益之間的關係存在干擾影響,當自我風格較強時,體驗行銷與品牌權益的正向關係要低於自我風格較弱的情境。
    4.重視家居生活之生活型態對體驗行銷與品牌權益之間的關係不存在干擾影響。
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    三、網路參考資料
    iSURVEY東方線上(2010),http://www.isurvey.com.tw/3_product/3_cross.aspx
    生活工場官方網站(2011),http://www.workinghouse.com.tw
    宜家家居官方網站(2011),http://www.ikea.com.tw
    特力和樂官方網站(2011),http://www.hola.com.tw
    特力屋官方網站(2011),http://www.i-house.com.tw
    無印良品官方網站(2011),http://www.muji.tw
    Description: 碩士
    國立政治大學
    企業管理研究所
    98355011
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355011
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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