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題名 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
作者 劉純婷
Liu, Chun Ting
貢獻者 韓志翔<br>李嘉林
劉純婷
Liu, Chun Ting
關鍵詞 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
日期 2010
上傳時間 30-Oct-2012 10:39:09 (UTC+8)
摘要 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。
參考文獻 一、中文參考資料
王小嬪（2002），台灣人生活型態與價值觀變遷之研究，國立政治大學企業管理所碩士論文。
王育英、梁曉鶯（譯）（2000），體驗行銷：電子商務時代的大霹靂行銷法則，台北：經點傳訊。（Schmitt, Bernd H., 1999）
田祖武、莊雅涵（2007），品牌體驗與產業契合度對服務業品牌延伸評價之影響，行銷評論，第4卷，第3期，頁311-338。
何雍慶、蘇子炘、張永富（2004），消費者體驗與訊息處理徑對品牌延伸購買態度之影響，行銷評論，第1卷，第1期，頁1-19。
汪睿祥（譯）（2000），無所不在─娛樂經濟大未來，台北：中國生產力中心。（Wolf, Michael J., 1999）
吳宗祐（2008），SPSS基本技法與調節效果、中介效果的探討
吳明隆（2007），SPSS統計應用學習實務，台北：加樺國際。
別蓮蒂（2000），生活型態白皮書 : 2000 年臺灣消費習慣調查報告，台北：商業周刊出版：城邦文化。
東方線上（2009），台灣七大主題族群生活型態與消費報告，台北：東方線上股份有限公司。
林淑真（2001），生活型態與購買涉入對品牌權益的影響研究─以電子字典為例，國立政治大學廣告研究所碩士論文。
林震岩（2008），多變量分析─SPSS的操作與應用，台北：智勝文化。
林資敏、陳德文（1991），生活型態行銷ALL IN ONE，台北：奧林文化。
林靈宏、張魁峯（2006），消費者行為學，第二版，台中：五南圖書，頁5。
洪順慶（2006），台灣品牌競爭力，台北：天下文化。
夏業良、魯煒（譯）（2003），體驗經濟時代，台北：經濟新潮社。（Pine, Joseph B.& Gilmore, James H., 1999）
徐世同（譯）（2008），策略品牌管理，第三版，台北：華泰文化。（Keller, Kevin L., 2008）
陳宜楓（2004），現代居家用品店的市場地理研究─以特力屋（B&Q)、生活工場（WORKINGHOUSE)及宜家（IKEA)為例，國立臺灣師範大學地理研究所碩士論文。
陳振燧（1996），顧客基礎的品牌權益衡量與建立之研究，國立政治大學企管研究所博士論文。
漂亮家居（2010），6月號，112期，台北：電腦家庭。
樓永堅、蔡東峻、潘志偉、別蓮蒂（2003），消費者行為，台北：國立空中大學。
謝文雀（譯）（2001），消費者行為，台北：華泰文化，頁171-178。（Blackwell, Roger D. , Miniard, Paul W. & Engel, James F., 1995）
簡南山（2003），台灣生活型態量表效率的後設統合分析，國立政治大學企業管理所博士論文。
譚大純、陳正男、賴孟寬（2000），生活型態量表之適合度檢驗、因素重組與趨勢比較：以ICP 生活型態量表為例，調查研究第八期。

二、英文參考資料
Aaker, David A. (1991) , Managing brand equity, New York：The Free Press.
Aaker, David A. (1996) , Building strong brands, New York：The Free Press.
Aiken, L. S., and West, S. G. (1991), Multiple regression: Testing and interpreting interactions, Thousand Oaks: Sage.
Abbott, L. (1995) , Quality and competition, New York: Columbia University Press.
Arnould, Eric J., Price, Linda and Zinkhan, George (2004) , Consumers, 2nd edition, New York: McGraw-Hill/Irwin.
Baker, Julie A., Levy, Michael and Grewal, Dhruv (1992) , "An experimental approach to making retail store environmental decisions,” Journal of Retailing, 68 (4), pp. 445-60.
Bennett, R., Hartel, C. E. J., and McColl-Kennedy, J.R. ( 2005) , "Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting,” Industrial Marketing Management, 34(1), pp.97-107.
Berry , Leonard L. (2000) , "Cultivating service brand equity,” Journal of the Academy of Marketing Science, Vol.28, Issue 1, P.128-137.
Biedenbach, Galina and Marell, Agneta (2010) , "The impact of customer experience on brand equity in a business-to-business services setting,” Journal of Brand Management, Vol.17, No.6, pp.446-458.
Brakus, J. J., B. H. Schmitt and L. Zarantonello (2009), “Brand experience: What is it? Is it measured? Does it affect loyalty?” Journal of Marketing, 73(3), pp.52-68.
Brasco, T. C. (1988), “How brand names are value for acquisition”, ln: L. Leuthesser, (Ed.), MSI Report, Cambridge, MA: Marketing Science Institute, pp. 88–104.
Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995) ,"Brand equity, brand preference, and purchase intent,” Journal of Advertising, Vol. XXIV, No.3, pp.26-40.
Cuieford, J. P. (1965) , Fundamental statistics in psychology and education, 4th(Ed.), N. Y. McGraw-Hill.
Demby, E. (1974) , "Psychographics and from where it came,” pp.9-30 in W.D.Wells (ed.) Life Style and Psychographics, Chicago, IL: American Marketing Association.
Engel ,James F. , Blackwell, Roger D., and Miniard, Paul A. (1995) , Consumer behavior , 8th edition, The Dryden Press.,pp.190-191, p227.
Erdem, Tülin and Keane, Michael (1996), ”Decision making under uncertainty: capturing dynamic brand choice processes in turbulent consumer goods markets,” Marketing Science, 15:1±21.
Frow, P. and Payne, A. ( 2007), ”Towards the `perfect` customer experience,” Journal of Brand Management, 15(2),pp. 81-101.
Goldberg , Stephen M. (1982) , "An empirical study of lifestyle correlates to brand loyal behavior,” in Advances in Consumer Research ,Vol. 09, eds. Andrew Mitchell, Ann Abor : Association for Consumer Research, pp.456-460.
Grace, D. and O`Cass, A. (2004), "Examining experiences and post-consumption evaluations,” Journal of Services Marketing, 18(6),pp. 450-461.
Hamilton, Rebecca W. and Thompson, Debora Viana (2007), Journal of Consumer Research, Inc., Vol. 34, pp.546-555.
Hawkins, D., Best, R., and Coney, A.(2001), Consumer behavior: building marketing strategy , 8th edition ed., Boston: Irwin/McGraw Hill, pp.26-29, pp.427-455.
Hirschman, E.C., and Holbrook, M. B.(1982)."Hedonic consumption：emerging concepts, methods and propositions,” Journal of Marketing,46(2), pp.92-101.
Hoch, S. J. and Deighton, J. (1989)," Managing what consumers learn from experience,” Journal of Marketing, 53 (2), pp. 1-20.
Hoch, Stephen J. and Ha,Young-Won (1986),"Consumer learning: advertising and the ambiquity of product experience,” Journal of Consumer Research, Vol.13, pp.221-233.
Holbrook, Morris B. and Hirschman, Elizabeth C. (1982), "The experiential aspects of consumption: consumer fantasies, feelings and fun,” Journal of Consumer Research, Vol.9, September, pp. 132-140.
Holbrook, Morris B.(2000), "The millennial consumer in the texts of our times: Experience and Entertainment,” Journal of Macromarketing, Vol. 20, No. 2, pp. 178-192.
Keller, Kevin L. (1993),"Conceptualizing, measuring, and managing customer-based brand equity," Journal of Marketing, 57 (January), pp.1-22.
Kelly, John R. (1987) , Freedom to be-a new sociology of leisure, Macmillan, New York, pp.20-21.
Kirmani, Anna and Wright, Peter (1989) , "Money talks: perceived advertising expense and expected product quality," Journal of Consumer Research, 16 (December), pp.344-353.
Kotler, Phillip (1993) , Marketing management: analysis, planning, implementation and control, 8th ed, Englewood Cliffs, NJ: Prentice-Hall, Inc.
Krishnan, H. Shanker and Chakravarti, Dipankar (1993) , "Varieties of brand memory induced by advertising: determinants, measures, and relationships," in Brand Elquity and Advertising, David A. Aaker and Alexander L. Biel, eds., Hillsdale, NJ: Lawrence Erlbaum Associates.
Lazer, William. (1963) , "Life style concepts and marketing,” Toward Scientific Marketing, Proceedings of the American Marketing Assocication, (Dec.), pp.130-139.
Levy, Sidney J. (1959),"Symbols for sale,” Harvard Business Review, 37(4),pp. 117-24.
Light, Larry (1990), "How advertising and promotion help to build brand assets," speech before the Second Annual Advertising Research Foundation Advertising and Promotion Workshop, February, pp. 22-23.
Meyer, Ann (2006), "Are you experiential,” Multichannel Merchant, Vol.12, Issue 8.
Norris, R. T.(1941), The theory of consumer`s demand, New Haven CT：Yale University Press.
Orth, U.R., McDaniel, M., Shellhammer, Tom and Lopetcharat, Kannapon (2004), "Promoting brand benefits: the role of consumer psychographics and lifestyle,” Journal of Consumer Marketing, Vol.21, No.2, pp.97-108.
Peñaloza, Lisa and Venkatesh, Alladi (2006), "Further evolving the new dominant logic of marketing: from services to the social construction of markets,” Marketing Theory, Vol. 6, No. 3, pp. 299-316.
Pine, Joseph B. and Gilmore, James H. (1998), "Welcome to the experience economy,” Harvard Business Review, 76(4), pp. 97-105.
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Puccinelli, Nancy M., Goodstein, Ronald C., Grewal, D., Price, R., Raghubir, P. and Stewart, David (2009),"Customer experience management in retailing: understanding the buying process,” Journal of Retailing, Vol.85,Issue 1,pp.15-30.
Reynolds, Fred D. and Darden, William R. (1974), "Constructing life style and psychographics ,”in William D. Well (ed.), Life style and Psychographics, Chicago: AMA.
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Schmitt, Berd H. (1999) , “Experiential marketing,” Journal of Marketing, 15, pp.53-67.
Simon, Carol J. and Sullivan, Mary W. (1993), "The measurement and determinants of brand equity：a financial approach,” Marketing Science, 12 (Winter), pp.25-52
Smilansky, Shaz (2009), Experiential marketing: a practical guide to interactive brand experiences, London: Kogan Page.
Solomon, M.R. (2002), Consumer behavior: buying, having, being. Boston, MA: Allyn and Bacon, pp.437-465.
Srivastava, R.K.(2008), "How experiential marketing can be used to build brands-a case study of two specialty stores,” Innovative Marketing, Vol. 4, Issue 2.
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Swinyard, WilliamR. (1993) , "The effects of mood, involvement, and quality of store experience on shopping intentions,” Journal of Consumer Research, 20 (2), pp.271-80.
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Tynan, Caroline and Mckechnie, Sally (2009), "Experience marketing: a review and reassessmant,” Journal of Marketing Management, Vol. 25, No.5-6, pp.501-507.
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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
描述 碩士
國立政治大學
企業管理研究所
98355011
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355011
資料類型 thesis
dc.contributor.advisor 韓志翔<br>李嘉林zh_TW
dc.contributor.author (Authors) 劉純婷zh_TW
dc.contributor.author (Authors) Liu, Chun Tingen_US
dc.creator (作者) 劉純婷zh_TW
dc.creator (作者) Liu, Chun Tingen_US
dc.date (日期) 2010en_US
dc.date.accessioned 30-Oct-2012 10:39:09 (UTC+8)-
dc.date.available 30-Oct-2012 10:39:09 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:39:09 (UTC+8)-
dc.identifier (Other Identifiers) G0098355011en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54285-
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) 98355011zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 居家用品店簡介 6
第二節 體驗行銷 7
第三節 品牌權益 18
第四節 生活型態 28
第五節 研究假設 39
第三章 研究方法 46
第一節 研究架構 46
第二節 變數定義與衡量 48
第三節 問卷設計 51
第四節 抽樣與分析方法 54
第四章 資料分析 58
第一節 信度檢測 58
第二節 樣本平均數比較與樣本描述 59
第三節 相關分析與敘述統計 62
第四節 體驗行銷與品牌權益構面之間的關係 64
第五節 生活型態分析 70
第六節 小結 76
第五章 結論與建議 77
第一節 研究結論 77
第二節 研究貢獻 80
第三節 管理意涵 82
第四節 研究限制 84
第五節 後續研究建議 85
參考文獻 87
附錄：問卷 94		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355011en_US
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 品牌知曉zh_TW
dc.subject (關鍵詞) 品牌聯想zh_TW
dc.subject (關鍵詞) 知覺品質zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.subject (關鍵詞) 生活型態zh_TW
dc.title (題名) 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zh_TW
dc.title (題名) The study of the relationships among experiential marketing, brand equity and life style- taking home furnishing stores as examplesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文參考資料
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田祖武、莊雅涵（2007），品牌體驗與產業契合度對服務業品牌延伸評價之影響，行銷評論，第4卷，第3期，頁311-338。
何雍慶、蘇子炘、張永富（2004），消費者體驗與訊息處理徑對品牌延伸購買態度之影響，行銷評論，第1卷，第1期，頁1-19。
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陳宜楓（2004），現代居家用品店的市場地理研究─以特力屋（B&Q)、生活工場（WORKINGHOUSE)及宜家（IKEA)為例，國立臺灣師範大學地理研究所碩士論文。
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謝文雀（譯）（2001），消費者行為，台北：華泰文化，頁171-178。（Blackwell, Roger D. , Miniard, Paul W. & Engel, James F., 1995）
簡南山（2003），台灣生活型態量表效率的後設統合分析，國立政治大學企業管理所博士論文。
譚大純、陳正男、賴孟寬（2000），生活型態量表之適合度檢驗、因素重組與趨勢比較：以ICP 生活型態量表為例，調查研究第八期。

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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		zh_TW