| 摘要註: |
本論文探討之「體驗行銷」是一種可以帶來消費者對目標產品正向回應的一種重要的行銷手法。隨著科技的發展和網路的廣泛使用,消費者的消費習慣已經產生了很大的轉變,透過社群網站的網路購買和體驗行為逐漸增多,這種轉變帶來既有的行銷模式慢慢被顛覆。在體驗時代中,虛擬社群的力量迅速擴展,其中最著名的社群網站Facebook,許多業者開始使用它作為主要媒介,滲入消費者的網路世界,利用知識性資訊或是新奇有趣話題等。各式各樣的議題,讓消費者在與行銷內容互動的過程中不知不覺中受到感染,產生價值認同。本研究認為,消費者在社群網站中的這種互動會對其體驗行銷的感知有著重要的促進作用,進而帶來消費者之忠誠度。本研究將以臉書(Facebook)為例,透過對網路使用者問卷調查,研究使用者對社交網路服務(SNS, social network service)行銷行為的態度與認知,了解Facebook中粉絲專頁互動性與體驗行銷及顧客忠誠度之間的關係。研究透過階層迴歸分析發現,使用者對於Facebook互動性感知將透過體驗行銷感知的中介,影響最終的顧客忠誠度。 Experiential marketing is one of the most important marketing strategies, which lead consumers to have positive response to the targeted products. As the upgrade of marketing strategy, development of technology, and change of marketing methods, traditional experiential marketing has become a new version of it, which gives consumers experience in virtual world. Experiential marketing enables consumers to have various buying experience through customized products and this innovative marketing model has gradually become a trend, and has played an important role in consumers' loyalty. With the technology advancement and popularity of the Internet, consumers' buying habits have evolved-consumers now tend to shop online or through social media. This evolution has challenged the current marketing models. In the experiential era, the power of social media has grown; Facebook is one of the most famous one. In order to interact with consumers, a lot of companies have started to provide interesting or useful information and content. In the process of this interaction, consumers unconsciously trust the brand or products. This research proposes that consumers' interaction with social network service could facilitate their perception of experiential marketing and bring brand loyalty. This research takes Facebook as an instance, and survey on internet users to research about their attitude and acknowledgement of social network service marketing activity and to understand the interaction level of Facebook fan page and the relationship between experiential marketing and customer loyalty. According to the hierarchical regression analysis, it is found that users' interactive perception will have an impact on customers' loyalty through consumers' experiential marketing perception. |