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。 / 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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098355031 |
| Creators | 周昕緯, Chou, Hsin Wei |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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