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題名 沉浸式顧客體驗與消費行為之關聯: 以誠品書店為例
Investigating Relations among Experiential Marketing, Transcendent Customer Experience and Consumer Behavior: A Case Study of Eslite Bookstore作者 劉欣宜
Liu, Hsin-I貢獻者 郭貞
Kuo, Cheng
劉欣宜
Liu, Hsin-I關鍵詞 體驗行銷
沉浸式顧客體驗
顧客滿意度
顧客忠誠度
消費者品牌評價
Experiential marketing
Transcendent customer experience
Consumer satisfaction
Consumer loyalty
Customer-based brand equity日期 2018 上傳時間 4-Jan-2019 16:43:32 (UTC+8) 摘要 本研究旨在探究體驗行銷、沉浸式顧客體驗與消費行為之關聯，以誠品書店為例。體驗行銷部分，本研究著重在感官、情感、以及關聯三個模組，並探究該模組與沉浸式顧客體驗之間的關聯。此外，本研究亦檢視沉浸式顧客體驗與顧客滿意度、顧客忠誠度以及消費者品牌價值之間的關係。研究方法部分，本研究採量化方式，經由線上問卷蒐集有效樣本272份，以迴歸分析回答研究假設與研究問題。研究結果顯示，體驗行銷的三個模組均能預測沉浸式顧客體驗、顧客滿意度、顧客忠誠度以及消費者品牌價值，其中沉浸式顧客體驗對於體驗行銷的發揮具有中介效果。
The research purpose of this study is to investigate the operation and effect of experiential marketing with specific focus on Eslite Bookstore. Firstly, the study examines how three modules from experiential marketing theory, sense marketing, feel marketing, and relate marketing, are related to immersive customer experience, the theory of which is based on transcendent customer experience. This study also examines whether the experience itself may lead to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity. This study utilized online survey and collected 272 valid responses; afterwards, simple regression, mediation analysis and hierarchical regression were conducted to investigate the hypotheses and research questions. This study found that sense marketing, feel marketing and relate marketing play significant roles in leading to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity through the mediation of immersive customer experience (also titled as TCE in the paper), indicating that atmosphere created by the marketers should be considered as an important factor when managing customer experience. It is likely that the experience can be extended as a positive perception to the brand awareness and brand image, and to reach the goal, transcendent customer experience serves as a mediator in order to put experiential marketing into effect, which provides insights for academy and industry seeking to shed light on the effect of experiential marketing.參考文獻 Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. The Journal of Marketing, 53-66. Bitner, M.J. (1990), “Evaluating service encounters: the effects of physical surroundings and employee responses”, Journal of Marketing, Vol. 54, 69-82. Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. the Journal of Marketing, 57-71. Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68. Csikszentmihalyi, M. (1997). Flow and the psychology of discovery and invention. HarperPerennial, New York, 39. De Lassus, C., & Freire, N. A. (2014). Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis. Journal of Retailing and Consumer Services, 21(1), 61-68. Diller, S., Shedroff, N., & Rhea, D. (2005). Making meaning: How successful businesses deliver meaningful customer experiences. New Riders Publishing. Florida, R. (2014). The rise of the creative class--revisited: Revised and expanded. Basic Books (AZ). Gentile, C., N. Spiller, and G. Noci (2007), ‘How to sustain the customer experience: An overview of experience components that co-create value with the customer’. European Management Journal 25(5), 395–410. Generic Product. BusinessDictionary.com. Retrieved from BusinessDictionary.com website: http://www.businessdictionary.com/definition/generic-product.html Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication monographs, 76(4), 408-420. Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992). Multivariate Data Analysis (6th ed.). New York: Macmillan. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. Hu, H. H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125. Kent, T. (2007). Creative space: design and the retail environment. International Journal of Retail & Distribution Management, 35(9), 734-745. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22. Kirschenbaum, M. (2007). How reading is being reimagined. The Chronicle of Higher Education, 54(15), B20. Lassar, W., Mittal., B., & Arun., S. (1995). Measuring consumer based brand equity. Journal of Consumer Marketing, 12(4), 11-19. http://dx.doi.org/10.1108/07363769510095270 Lee, M. S., Hsiao, H. D., & Yang, M. F. (2010). The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. International Journal of Organizational Innovation (Online), 3(2), 352. McDougall, G. H., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business Review, 85(2), 116. Moultrie, J., Nilsson, M., Dissel, M., Haner, U. E., Janssen, S., & Van der Lugt, R. (2007). Innovation spaces: Towards a framework for understanding the role of the physical environment in innovation. Creativity and Innovation Management, 16(1), 53-65. Nasermoadeli, A., Ling, K. C., & Maghnati, F. (2013). Evaluating the impacts of customer experience on purchase intention. International Journal of Business and Management, 8(6), 128. Novak, T. P., D. L. Hoffman, and Y. Yung (2000), ‘Measuring the customer experience in online environments: A structural modeling approach’. Marketing Science 19(1), 22–42. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1987), "Customer-oriented corporate cultures are crucial to services marketing success", Journal of Services Marketing, Vol. 1, 39- 46. Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62. Penetration of leading social networks in Taiwan as of 3rd quarter 2017. (2017). Retrieved from https://www.statista.com/statistics/295611/taiwan-social-network-penetration/ Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business Review, 76, 97-105. Pride, W. M., & Ferrell, O. C. (2003). Marketing: concepts and strategies. Boston: MA: Houghton Mifflin Company. Robles, J. E. (2003). Between the sky and the earth...: a poetry center, artist dwellings, cafe, bookstore, and garden: Venice Beach, California (Doctoral dissertation). Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers. Santos, J. R. A. (1999). Cronbach’s alpha: A tool for assessing the reliability of scales. Journal of Extension, 37(2), 1-5. Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. Simon and Schuster. Schmitt, B. (2011). Experience marketing: concepts, frameworks and consumer insights. Foundations and Trends® in Marketing, 5(2), 55-112. Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer experience and brand community. Journal of the Academy of Marketing Science, 35(3), 357-368. Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. The Journal of Marketing, 15-37. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125. Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons. Underhill, P. (2009). Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond. Simon and Schuster. http://www.eslitecorp.com/operating.aspx?a=tw&l=b&s=6 Wattanasuwan, K. (2005). The self and symbolic consumption. Journal of American Academy of Business, 6(1), 179-184. Wright, D. (2005). Mediating production and consumption: cultural capital and ‘cultural workers’. The British Journal of Sociology, 56(1), 105-121. Yang, X. (2018). Bookpar. A localized book sharing service: create a new scenario for physical bookstore. You-Ming, C. (2010). Study on The Impacts of Experiential Marketing and Customers` satisfaction Based On Relationship Quality. International Journal of Organizational Innovation (Online), 3(1), 189. Zhang, Y. (2015). The impact of brand image on consumer behavior: a literature review. Open Journal of Business and Management, 3(1). 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
105461004資料來源 http://thesis.lib.nccu.edu.tw/record/#G1054610041 資料類型 thesis dc.contributor.advisor 郭貞 zh_TW dc.contributor.advisor Kuo, Cheng en_US dc.contributor.author (Authors) 劉欣宜 zh_TW dc.contributor.author (Authors) Liu, Hsin-I en_US dc.creator (作者) 劉欣宜 zh_TW dc.creator (作者) Liu, Hsin-I en_US dc.date (日期) 2018 en_US dc.date.accessioned 4-Jan-2019 16:43:32 (UTC+8) - dc.date.available 4-Jan-2019 16:43:32 (UTC+8) - dc.date.issued (上傳時間) 4-Jan-2019 16:43:32 (UTC+8) - dc.identifier (Other Identifiers) G1054610041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/121738 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 105461004 zh_TW dc.description.abstract (摘要) 本研究旨在探究體驗行銷、沉浸式顧客體驗與消費行為之關聯，以誠品書店為例。體驗行銷部分，本研究著重在感官、情感、以及關聯三個模組，並探究該模組與沉浸式顧客體驗之間的關聯。此外，本研究亦檢視沉浸式顧客體驗與顧客滿意度、顧客忠誠度以及消費者品牌價值之間的關係。研究方法部分，本研究採量化方式，經由線上問卷蒐集有效樣本272份，以迴歸分析回答研究假設與研究問題。研究結果顯示，體驗行銷的三個模組均能預測沉浸式顧客體驗、顧客滿意度、顧客忠誠度以及消費者品牌價值，其中沉浸式顧客體驗對於體驗行銷的發揮具有中介效果。 zh_TW dc.description.abstract (摘要) The research purpose of this study is to investigate the operation and effect of experiential marketing with specific focus on Eslite Bookstore. Firstly, the study examines how three modules from experiential marketing theory, sense marketing, feel marketing, and relate marketing, are related to immersive customer experience, the theory of which is based on transcendent customer experience. This study also examines whether the experience itself may lead to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity. This study utilized online survey and collected 272 valid responses; afterwards, simple regression, mediation analysis and hierarchical regression were conducted to investigate the hypotheses and research questions. This study found that sense marketing, feel marketing and relate marketing play significant roles in leading to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity through the mediation of immersive customer experience (also titled as TCE in the paper), indicating that atmosphere created by the marketers should be considered as an important factor when managing customer experience. It is likely that the experience can be extended as a positive perception to the brand awareness and brand image, and to reach the goal, transcendent customer experience serves as a mediator in order to put experiential marketing into effect, which provides insights for academy and industry seeking to shed light on the effect of experiential marketing. en_US dc.description.tableofcontents Chapter One - Introduction .....1 1.1. Research Background .....1 1.2. Research Purpose.....1 1.3. Research Questions and Hypotheses .......3 1.4. Research Procedure.....3 Chapter Two - Literature Review.......5 2.1. From Experience Economy to Experiential Marketing..........5 2.1.1. The Origin of the Concept: Experience Economy........5 2.1.2. Experiential Marketing............8 2.1.3. Reviews on Previous Studies Applying the Experiential Marketing Modules.......9 2.2. The Applied Aspects of Combinative Bookstore in This Study..........11 2.2.1. How Bookstore Embodies the Role of Space Communication.............11 2.2.2. Physical Surroundings, Ambient Conditions, and Individualized Customer Experience ...........13 2.2.3. Five Experiential Marketing Modules in Eslite Bookstore ..........16 2.3. Extraordinary Customer Experience: Transcendent Customer Experience.......18 2.3.1. Customer Experience...........18 2.3.2. Transcendent Customer Experience .............19 2.3.3. How Sense Marketing creates Transcendent Customer Experience.........22 2.3.4. How Feel Marketing creates Transcendent Customer Experience..........23 2.3.5. How Relate Marketing creates Transcendent Customer Experience.........23 2.4. Investigating TCE’s Effect on the Dependent Variables...........24 2.4.1. Consumer Satisfaction...........25 2.4.2. Consumer Loyalty................26 2.4.3. Customer-Based Brand Equity.............27 2.4.4. The Relation between Transcendent Customer Experience and Consumer Satisfaction............28 2.4.5. The Relation between Transcendent Customer Experience and Consumer Loyalty ..................29 2.4.6. The Relation between Transcendent Customer Experience and CBBE..........29 2.4.7. The Relation between Consumer Satisfaction and Consumer Loyalty..........30 2.4.8. The Relation between Customer-Based Brand Equity and Consumer Loyalty........31 Chapter Three - Methodology............33 3.1. Research Framework............33 3.2. Research Question and Hypotheses..........34 3.3. Sampling and Analysis Design...........34 3.3.1. Data Collection..............35 3.3.2. Data Analysis................35 3.4. Measurement of the Variables........36 3.4.1. Independent Variables.............36 3.4.2. Dependent Variables...............39 Chapter Four – Results of Data Analysis..........41 4.1. Profile of Survey Respondents..........41 4.2. A Description of In-store Consumer Behavior.....43 4.3. Research Measurement Validations..............44 4.4. Hypotheses Testing by Simple Regression.......47 4.4.1. Hypotheses 1, 2, 3 Testing..............47 4.4.2. Hypotheses 4,5, 6 Testing...............48 4.4.3 Hypothesis 7 and 8 Testing...............49 4.4.4. Summary of Hypothesis Testing from H1~H8.................50 4.5. Mediation Effect Analysis of Research Variable (TCE)..........51 4.5.1. Investigating the Mediation Effect of TCE on Route of Sense Marketing.........52 4.5.2. Investigating the Mediation Effect of TCE on Route of Feel Marketing.........53 4.5.3. Investigating the Mediation Effect of TCE on Route of Relate Marketing.......54 4.5.4. Summary of Mediation Effect Analysis.......55 4.6. Hierarchical Multiple Regression Analysis.....56 4.7. Summary of Results.........60 Chapter Five – Discussions and Conclusions.............61 5.1. Discussion of Experiential Marketing..............61 5.2. Managerial Implications Regarding the Findings of Experiential Marketing.............61 5.3. Discussion of TCE’s Mediating Role.............63 5.4. Managerial Implications Regarding Transcendent Customer Experience......65 5.5. Summary of the Managerial Implications......66 5.6. Research Limitations..................69 5.7. Research Contributions................70 5.8. Suggestions for the Future Research......71 References...........72 Appendix ............75 zh_TW dc.format.extent 957021 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1054610041 en_US dc.subject (關鍵詞) 體驗行銷 zh_TW dc.subject (關鍵詞) 沉浸式顧客體驗 zh_TW dc.subject (關鍵詞) 顧客滿意度 zh_TW dc.subject (關鍵詞) 顧客忠誠度 zh_TW dc.subject (關鍵詞) 消費者品牌評價 zh_TW dc.subject (關鍵詞) Experiential marketing en_US dc.subject (關鍵詞) Transcendent customer experience en_US dc.subject (關鍵詞) Consumer satisfaction en_US dc.subject (關鍵詞) Consumer loyalty en_US dc.subject (關鍵詞) Customer-based brand equity en_US dc.title (題名) 沉浸式顧客體驗與消費行為之關聯: 以誠品書店為例 zh_TW dc.title (題名) Investigating Relations among Experiential Marketing, Transcendent Customer Experience and Consumer Behavior: A Case Study of Eslite Bookstore en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. The Journal of Marketing, 53-66. Bitner, M.J. (1990), “Evaluating service encounters: the effects of physical surroundings and employee responses”, Journal of Marketing, Vol. 54, 69-82. Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. the Journal of Marketing, 57-71. Bloemer, J., & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68. Csikszentmihalyi, M. (1997). Flow and the psychology of discovery and invention. HarperPerennial, New York, 39. De Lassus, C., & Freire, N. A. (2014). Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis. Journal of Retailing and Consumer Services, 21(1), 61-68. Diller, S., Shedroff, N., & Rhea, D. (2005). Making meaning: How successful businesses deliver meaningful customer experiences. New Riders Publishing. Florida, R. (2014). The rise of the creative class--revisited: Revised and expanded. Basic Books (AZ). Gentile, C., N. Spiller, and G. Noci (2007), ‘How to sustain the customer experience: An overview of experience components that co-create value with the customer’. European Management Journal 25(5), 395–410. Generic Product. BusinessDictionary.com. Retrieved from BusinessDictionary.com website: http://www.businessdictionary.com/definition/generic-product.html Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication monographs, 76(4), 408-420. Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992). Multivariate Data Analysis (6th ed.). New York: Macmillan. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. Hu, H. H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125. Kent, T. (2007). Creative space: design and the retail environment. International Journal of Retail & Distribution Management, 35(9), 734-745. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22. Kirschenbaum, M. (2007). How reading is being reimagined. The Chronicle of Higher Education, 54(15), B20. Lassar, W., Mittal., B., & Arun., S. (1995). Measuring consumer based brand equity. Journal of Consumer Marketing, 12(4), 11-19. http://dx.doi.org/10.1108/07363769510095270 Lee, M. S., Hsiao, H. D., & Yang, M. F. (2010). The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. International Journal of Organizational Innovation (Online), 3(2), 352. McDougall, G. H., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business Review, 85(2), 116. Moultrie, J., Nilsson, M., Dissel, M., Haner, U. E., Janssen, S., & Van der Lugt, R. (2007). Innovation spaces: Towards a framework for understanding the role of the physical environment in innovation. Creativity and Innovation Management, 16(1), 53-65. Nasermoadeli, A., Ling, K. C., & Maghnati, F. (2013). Evaluating the impacts of customer experience on purchase intention. International Journal of Business and Management, 8(6), 128. Novak, T. P., D. L. Hoffman, and Y. Yung (2000), ‘Measuring the customer experience in online environments: A structural modeling approach’. Marketing Science 19(1), 22–42. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1987), "Customer-oriented corporate cultures are crucial to services marketing success", Journal of Services Marketing, Vol. 1, 39- 46. Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62. Penetration of leading social networks in Taiwan as of 3rd quarter 2017. (2017). Retrieved from https://www.statista.com/statistics/295611/taiwan-social-network-penetration/ Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business Review, 76, 97-105. Pride, W. M., & Ferrell, O. C. (2003). Marketing: concepts and strategies. Boston: MA: Houghton Mifflin Company. Robles, J. E. (2003). Between the sky and the earth...: a poetry center, artist dwellings, cafe, bookstore, and garden: Venice Beach, California (Doctoral dissertation). Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers. Santos, J. R. A. (1999). Cronbach’s alpha: A tool for assessing the reliability of scales. Journal of Extension, 37(2), 1-5. Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. Simon and Schuster. Schmitt, B. (2011). Experience marketing: concepts, frameworks and consumer insights. Foundations and Trends® in Marketing, 5(2), 55-112. Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer experience and brand community. Journal of the Academy of Marketing Science, 35(3), 357-368. Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. The Journal of Marketing, 15-37. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125. Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons. Underhill, P. (2009). Why we buy: The science of shopping--updated and revised for the Internet, the global consumer, and beyond. Simon and Schuster. http://www.eslitecorp.com/operating.aspx?a=tw&l=b&s=6 Wattanasuwan, K. (2005). The self and symbolic consumption. Journal of American Academy of Business, 6(1), 179-184. Wright, D. (2005). Mediating production and consumption: cultural capital and ‘cultural workers’. The British Journal of Sociology, 56(1), 105-121. Yang, X. (2018). Bookpar. A localized book sharing service: create a new scenario for physical bookstore. You-Ming, C. (2010). Study on The Impacts of Experiential Marketing and Customers` satisfaction Based On Relationship Quality. International Journal of Organizational Innovation (Online), 3(1), 189. Zhang, Y. (2015). The impact of brand image on consumer behavior: a literature review. Open Journal of Business and Management, 3(1). zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMICS.018.2018.F05 en_US
