| 摘要: | 隨著市場競爭日益激烈，消費者對產品的需求不斷發生改變。在歷經產品經濟時代、服務經濟時代後，消費者日益進入體驗經濟時代，品牌體驗應運而生，以其特有的方式演繹品牌個性，塑造企業的品牌形象，向消費者傳達品牌情感，促進消費者與品牌之間的互動，增強消費者購買意願。因此近年來品牌體驗與消費者購買意願的關係研究日益受到學術界的重視，一系列較有影響力的觀點和成果被提出。
本文以品牌體驗理論、和消費者購買意願為指導，在借鑒國內外學者關於品牌體驗與消費者購買意願的相關研究基礎上，針對手機用戶設計問卷調查，收集數據，運用實證分析方法，探討了手機用戶的品牌體驗如何影響消費者購買意願。
本研究共發放 300 份問卷，有效問卷 274 份。研究分析結果發現，手機品牌體驗對於消費者購買意願呈現直接正向影響，其中感官體驗對消費者購買意願的直接影響最為顯著，其次是關聯體驗，而情感體驗、思考體驗與行動體驗對消費者購買意願產生的直接影響並不顯著。因此，手機品牌企業以及手機品牌運營商應當加強消費者品牌體驗意識，從而加強消費者購買意願，增加市場競爭力，滿足消費者日益變化的需求。
With the increasingly fierce market competition, consumer demand for products is constantly changing. After experiencing the product economy era and the service economy era, consumers are increasingly entering the experience economy era. Brand experience emerges at the historic moment. It interprets brand personality in its unique way, shapes the brand image of the company, conveys brand emotions to consumers, and promotes consumers The interaction with the brand enhances consumers' willingness to buy. Therefore, in recent years, the research on the relationship between brand experience and consumer purchase intention has been paid more and more attention by academia, and a series of more influential viewpoints and achievements have been put forward.
In this paper, guided by brand experience theory and consumer purchase intention, based on the relevant research on brand experience and consumer purchase intention of domestic and foreign scholars, this paper designs a questionnaire survey for mobile phone users, collects data, and uses empirical analysis methods to explore How does the mobile phone user’s brand experience affect consumers’ purchase intentions?
A total of 300 questionnaires were distributed in this study, and 274 valid questionnaires were issued. The results of research and analysis found that The mobile phone brand experience presents a direct positive impact on consumers’ purchase intentions. Sensory experience has the most significant direct impact on consumers’ purchase intentions, followed by related experiences, while emotional experience, thinking experience, and action experience directly affect consumers’ purchase intentions. The impact is not significant. Therefore, mobile phone brandcompanies and mobile phone brand operators should strengthen consumer brand experience awareness, thereby strengthening consumers' willingness to buy, increase market competitiveness, and meet the ever-changing needs of consumers. |
