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    题名: 探討展示體驗之感官刺激程度對體驗品質、購買意願影響之研究-以IKEA為例
    The research for influence of the sense elements of show experience on experiential quality, purchase intention-the case of IKEA
    作者: 陳瑞翊
    Chen, Ray Yi
    贡献者: 郭貞
    Guo, Jhen
    陳瑞翊
    Chen, Ray Yi
    关键词: 體驗行銷
    購買意願
    知覺價值
    展示體驗
    體驗品質
    Experiential marketing
    Perceived value
    Purchse intention
    日期: 2017
    上传时间: 2017-08-28 11:21:40 (UTC+8)
    摘要: 本研究探討「展示體驗感官刺激程度」、「體驗品質」及「知覺價值」直接對消費者的購買意願影響效果。
    本研究藉由文獻探討及實證分析,達成以下之研究目的:
    1.探討展示體驗之感官刺激程度(視覺、觸覺)對體驗品質(參與、沈浸、學習、驚奇及樂趣)之影響。
    2.探討體驗品質(參與、沈浸、學習、驚奇、樂趣)對購買意願之影響。
    3.探討展示體驗之感官刺激程度(視覺、觸覺),對購買意願之影響。
    4.探討知覺價值對購買意願是否具有正向影響
    期望透過實證研究結果,在實務上,讓各企業、通路展示商店經營者及個人瞭解,展示體驗之感官刺激程度、體驗品質、知覺價值對購買意願影響效果。
    本研究之抽樣母體為展示體驗IKEA之顧客,發放問卷共300份,有效問卷回收共254份,並利用SPSS 23.0統計分析軟體作為資料分析工具。
    本研究經階層複廻歸檢定結果發現,展示體驗中,「視覺」對消費者的購買意願影響較多,體驗品質對消費者的購買意願之影響,於本研究之假設中,全部成立,另外,「觸覺」於體驗品質「參與」、「沉浸」、「學習」及「樂趣」中,對消費者之購買意願影響較不顯著,另外發現,消費者於體驗品質「驚奇」中的「觸覺」,對消費者之購買意願影響較為顯著,「視覺」較不顯著,而「知覺價值」對於消費者之「購買意願」具有相當顯著之影響,本研究已於結論中推論說明,此結果可讓實務者於規劃體驗行銷之展示體驗時,將感官刺激程度、體驗品質元素及知覺價值列入考量之重要因子,予以參考。
    This study explores the effects of the sense elements, experiential quality and perceived value directly on consumer purchase intention.
    This study, through the literature and empirical analysis, is to achieve the following objectives:
    Exploring the effects of the sense elements of show experience on experiential qualitial.
    Exploring the impact of experiential quality on the purchase intention.
    Exploring the impact of the sense elements of show experience on the purchase intention.
    Exploring whether perceived value has a positive effect on the purchase intention.
    It is hoped that this empirical research results will help the enterprises, the store operators and individuals understand the effects of the sense elements of show experience, experiential quality and perceived value directly on consumer purchase intention.
    The sampling of this study was based on 254 valid questionnaires out of 300 persons involved at IKEA, and we use SPSS 23.0 statistical analysis software as a data analysis tool.
    In this study, we found that the greater influence of "visual" on the purchase intention of consumers and the influence of experiencing product quality on consumers' purchase intention are both correct in the hypothesis of this study. In addition, "Touch" in experiential quality is less significant. We also found that the "surprise" factor in the "touch " has a significant effect but the "surprise" factor in the "visual " has a less significant effect. We found that perceived value has a great impact on the consumers’purchase intention. This study showed in the conclusion that the store operators can take into consideration the sense elements of show experience, experiential quality and perceived value before they market the product.
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    描述: 碩士
    國立政治大學
    傳播學院碩士在職專班
    103941018
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