| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.advisor | Bei, Lien Ti | en_US |
| dc.contributor.author (作者) | 周昕緯 | zh_TW |
| dc.contributor.author (作者) | Chou, Hsin Wei | en_US |
| dc.creator (作者) | 周昕緯 | zh_TW |
| dc.creator (作者) | Chou, Hsin Wei | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-十月-2011 14:29:03 (UTC+8) | - |
| dc.date.available | 5-十月-2011 14:29:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-十月-2011 14:29:03 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0098355031 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51187 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 98355031 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | Schmitt (1999) 提出體驗行銷的五種類型分別為感官、情感、思考、行動與關聯，並分別定義出這些行銷方法的意義與影響。李德儀 (2005) 以深度訪談法提出消費幻想的基本概念與構面，謝易儒 (2009) 重新定義幻想的四大構面：取得距離、過去經驗、細膩程度與持續程度，並發表消費幻想的量表。本研究認為體驗行銷能夠滿足Holbrook與Hirschman (1982) 提出於消費體驗中的幻想，因此本研究探討Schmitt (1999) 的五種體驗行銷是否能滿足不同幻想程度的消費者。 本研究採實驗法，共有五個子實驗。經過前測後，設計出五組模擬彩色廣告，每一組各包含兩張廣告，一張為含有體驗行銷訴求的廣告，一張為不含體驗行銷的廣告，共十張受測者觀看廣告後，藉由問卷衡量出對廣告的看法以及幻想程度。本研究採用五種體驗之2（體驗行銷的有無）x 2（消費幻想程度高低） MANOVA，分析測試受測者面對有無體驗的廣告對廣告內容的偏好度與認知程度是否有所影響，並且衡量體驗與幻想的交互作用是否顯著。 研究結果顯示：一、面對情感體驗行銷，相對於幻想持續程度低者，幻想持續程度高者對行銷內容的偏好度與認知程度較高。二、面對關聯體驗行銷，相對於幻想細膩程度低者，幻想細膩程度高者對行銷內容的偏好度與認知程度較高。 整體而言，本研究發現情感體驗能夠影響幻想持續程度高的消費者，關聯體驗能夠影響幻想細膩程度高的消費者，廠商若針對不同幻想程度的消費者進行特定的體驗行銷，能夠增加消費者對產品或服務的偏好度與認知程度，達到更好的體驗行銷效果。 | zh_TW |
| dc.description.abstract (摘要) | Schmitt (1999) pointed out five modules to interpret “Experiential Marketing,” “Sense,” “Feel,” “Think,” “Act” and “Relate,” and defined the meaning and effectiveness of these marketing methods. Lee (2005) defined “Consumption Fantasy,” and Hsieh (2009) identified the four dimensions: “Accessibility,” ”Pass Experience Relatedness,” “Fineness,” and “Continuity,” and then developed the fantasy inventory. In addition, Holbrook and Hirschman (1982) suggested that fantasy is a part of consumption experience, which can be satisfied during the consumption. Therefore, the purpose of this study is to explore the effects of various kinds of experiential marketing on consumers with different levels of consumption fantasy. Experiments are used for this study. Five sets of fictitious colored advertisements were designed; each set had two advertisements of experiential marketing and non-experiential marketing. A 2 (experiential marketing: yes versus no) x 2 (consumption fantasy: high versus low) experimental design collected data from student samples via traditional paper-and-pen or the website on the Internet. The results of the research are as the followings. (1) The advertisement contained with the “Feel” experiential marketing affected consumers with strong "continuity" fantasy more than others. (2) The advertisement contained with the “Relate” experiential marketing affected the consumers with strong "Fineness" fantasy more than others. To sum up, the key finding of this study is that different “Experiential Marketings” can affect consumers on specific fantasies more than others. Thus, marketers can employ specific experiential marketing for the right target to enhance their preference to the products and services advertised. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 4第二章 文獻探討 5第一節 體驗行銷 5第二節 消費幻想 20第三節 消費幻想與體驗行銷的關係 30第三章 研究方法 36第一節 研究架構 36第二節 變數定義與衡量 38第三節 前測 42第四節 實驗設計與程序 58第四章 研究結果 59第一節 樣本篩選與輪廓 59第二節 體驗行銷操弄檢定 63第三節 消費幻想之因素分析與信度分析 68第四節 廣告態度之因素分析與信度分析 73第五節 假說檢定 78第六節 排除順序效果之假說再驗 86第五章 結論與建議 92第一節 結論與討論 93第二節 貢獻與建議 97第三節 研究限制與未來研究建議 100參考文獻 104附錄一、前測一紙本問卷 109附錄二、前測一網路問卷 111附錄三、前測一廣告 113附錄四、前測二紙本問卷 125附錄五、前測二網路問卷 127附錄六、前測二廣告 129附錄七、正式實驗感官體驗紙本問卷 131附錄八、其他體驗的網路問卷 （情感體驗、思考體驗） 135附錄九、其他體驗的網路問卷 （行動體驗、關聯體驗） 139附錄十、正式實驗廣告 143 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355031 | en_US |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 消費幻想 | zh_TW |
| dc.subject (關鍵詞) | 實驗法 | zh_TW |
| dc.subject (關鍵詞) | Experiential Marketing | en_US |
| dc.subject (關鍵詞) | Consumption Fantasy | en_US |
| dc.subject (關鍵詞) | Experimental Method | en_US |
| dc.title (題名) | 體驗行銷對不同程度消費幻想者的影響 | zh_TW |
| dc.title (題名) | The effects of experiential marketing on consumers with fantasy | en_US |
| dc.type (資料類型) | thesis | en |
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