消費者對品牌依附的程度，可以決定消費者對品牌的購買行為，要如何在競爭激烈的環境下，運用適當的行銷方式，使消費者增加對其品牌的依附程度，是現今各企業所必須重視的問題。現今消費者越來越重視購買過程中所感受到的情感、體驗，本研究以體驗行銷的觀點，探討體驗行銷是否會增加消費者對品牌的依附程度，因此本研究目的為探討體驗行銷與品牌依附之關係。
本研究以美髮業為研究產業，研究對象為中國文化大學校本部以及推廣部學生，以結構式問卷收集資料，共發放400份問卷，有效問卷為280份。研究結果發現，在控制產品涉入之影響下，體驗行銷與品牌依附呈顯著正相關，研究假說獲得支持。研究結果對管理實務上以及未來學術研究提供建議，期望給予美髮企業行銷上的參考。
The degree of consumer attachment to a brand determines consumers’ brand purchase behavior. How to select an appropriate marketing approach in the competitive environment to enable consumers to increase the degree of attachment to a brand remains an issue of focus for companies today. Nowadays, consumers are increasingly concerned about their emotions and experiences during the purchase process. From the perspective of experiential marketing, this study explored whether experiential marketing increases consumers’ degree of attachment for a brand. Hence, the purpose of this study is to explore the relationship between experiential marketing and brand attachment.
The hairdressing industry was adopted as the industry in this study, with the Main Campus and Promotion Department of Chinese Culture University as the research participants. The structured questionnaire was used for data collection. A total of 400 questionnaire copies were distributed, of which 280 valid copies were recovered. Findings show that under the influence of controlled product involvement, experiential marketing and brand attachment show a positive correlation, thus supporting the hypothesis. The research results shall serve as recommendations for management practices and future academic research, as well as serving as a reference for hairdressing industry marketing.
