體驗行銷與衝動性購買關係之研究 －以促銷形式為干擾變數

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題名:	體驗行銷與衝動性購買關係之研究－以促銷形式為干擾變數 The Relationship between Experience Marketing and Impulsive Buying Behavior: Moderating Effects of Promotion Type
作者:	陳柏銓
貢獻者:	國際企業管理學系
關鍵詞:	體驗行銷衝動性購買促銷形式 experiential marketing impulse buying promotion type
日期:	2017
上傳時間:	2017-10-03 10:16:11 (UTC+8)
摘要:	隨著行銷觀念的改變，體驗行銷已成為現代的商業主流，並影響消費者的許多行為，本研究的第一個目的是探討體驗行銷是否與衝動性購買相關，從過去的研究發現，有百分之90的消費者都有過衝動性購買的經驗(Wind and Green, 1974)。由此可知，衝動性購買是消費者在購物時，經常會發生的購買行為之一。此外，由於經濟不景氣，促銷活動成為企業常用的行銷策略之一。因此，本研究第二個目的是探討促銷活動是否能增強體驗行銷與衝動性購買之關係。本研究以結構式問卷，以文化大學學生、景文科技大學學生為主要抽樣對象，採自我管理方式的問卷調查法，以便利抽樣蒐集資料。共計發出500份問卷，回收500份，在剃除61份無效問卷後，有效問卷共439份，回收率為87.8%。結果顯示，在控制消費者價值觀的情況下，體驗行銷與衝動性購買呈顯著正相關，但促銷活動對於兩者的關係沒有顯著的干擾效果。最後根據研究結果，提出管理意涵與未來研究之建議。 With the evolution of marketing concepts, experiential marketing has become mainstream and it affects the behavior of consumers, The first objective of this study is to investigate if experiential marketing is related to impulsive buying, Extant liter-ature shows that 90 percent of consumers have had the experience of impulsive buy-ing. Thus, impulsive buying is one of the common consumer buying behaviors. In ad-dition, promotional activities has become one of the commonly-used marketing strategies especially during economic downturns. Therefore, the second objective of this study is to understand if promotional activities can strengthen the relationship between experiential marketing and impulsive buying. This study is conducted through a structured questionnaire. The sampling targets were students from The Chinese Culture University and Jinwen University of Sci-ence Technology. To facilitate data collection, 500 questionnaires were disseminated and collected. After eliminating 61 invalid questionnaires, the total number of valid questionnaires is 439, resulting in a 87.8% response rate. The result shows that there is a significant positive correlation between experiential marketing and impulsive buying, while holding consumer value constant. However, the promotional activities do not significantly affect the relationship between experiential marketing and impul-sive buying. The article concludes with management implications of the study and recommendations for future research based on the result.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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