| 摘要: | 在消費意識高漲及消費型態的改變下，企業必須掌握消費者需求，以提升在消費市場的競爭力與市佔率。隨著產業趨勢變化及競爭情況激烈，品牌管理更顯為重要，不但可彰顯產品的差異性，提升品牌的形象，亦是企業創造優勢的來源。近年來消費者逐漸重視在消費過程中的體驗與感受，不再只專注於產品，亦注重購買過程的服務力與感染力。因此，藉由提升服務品質，給予消費者深具價值的消費體驗，使消費者滿意度提升，進而達到提高購買意願的目標。
本研究以品牌形象為自變數，體驗行銷為干擾變數，進行影響消費者購買意願之研究。主要在探討良好的品牌形象是否會提升消費者購買意願，並探討品牌形象在消費者體驗行銷滿意度較高時，是否更能加強其購買意願。根據消費者對於(連鎖)品牌服飾店之實際經驗填答問卷進行實證分析結果顯示：(1)產品品牌形象越好，消費者購買意願越高。(2)體驗行銷對於品牌形象與消費者購買意願之關係具有顯著干擾效果。因此，本研究期望提供給業者相關行銷策略之參考，而基於研究結果建議業者應提升品牌形象以增強消費者對品牌的認知，並可藉由消費者對於實體店面銷售人員及商品的體驗與感受，以提高消費者之購買意願。
In recent years, rising consumer awareness and changes in consumption patterns, consumer demand must master consumer demand in order to enhance the competitive-ness and market share in the consumer market. With the changes in industry trends and competitive conditions of intense, brand management is even more important, not only highlights product differentiation, enhance the brand image, but also the enterprises to create a source of strength. Consumers now increasing emphasis on experience and feelings in the consumption process, no longer only focus on product, also focus on the buying process and artistic appeal. Therefore, by improving service quality, to provide consumers with valuable consumer experience, enhance consumer satisfaction, and thus achieve greater purchase intention the target.
In this study, brand image as in dependent variables, experiential marketing as the Moderating Variable, and impact on consumers purchase intention research. Mainly discusses good brand image would enhance consumers' purchase intention, and to ex-plore the brand image in the consumer experience marketing higher satisfaction, will enhance its purchase intention. Empirical analysis based on the practical experience of the consumer brand clothing stores (chain) completed the questionnaire results showed: (1) the better the brand image, the higher the willingness of consumer purchase.(2) Ex-periential marketing relationship between the brand image and consumer purchase in-tention has a significant moderating effect. Therefore, this study is expected to provide a reference to industry marketing strategies, based on the study results suggest that business should enhance the brand image in order to enhance consumer awareness of the brand, and by consumers for the experience and feelings of physical store sales person-nel and commodities to improve consumers' purchase intention. |
