保健食品體驗行銷與購買意願之關聯性研究：以超纖飲為例

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/51669

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51669

Title:	保健食品體驗行銷與購買意願之關聯性研究：以超纖飲為例 A Study on the Relationship Between Health Food Experiential Marketing and Purchase Intention : Taking Super Fiber Drink as an Example
Authors:	楊綉湄
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	體驗行銷購買意願保健食品 Experiential Marketing Purchase Intention Healthy Food
Date:	2022
Issue Date:	2023-03-17 10:02:35 (UTC+8)
Abstract:	本研究主要探討保健食品的體驗行銷對於購買意願之關聯性。從統計分析可知，體驗行銷對於購買意願的關係有正向顯著之影響，從統計分析的結果看來，在問卷題項的調查，所有受試者的回答皆在中高程度，代表本研究的問項在受試者的態度上都有良好的回應，換言之，保健食品的受試者，在體驗行銷各構面的填答皆有不錯的反應。本研究續以迴歸分析來檢驗研究假設，得知體驗行銷對於購買意願確實有正向顯著的影響，研究假設獲得支持。好的保健食品加上優良的體驗行銷，就能發揮更好的行銷效果，不僅可讓保健食品行銷管理者更有效率的推動產品，同時也能給消費者帶來好的產品功效體驗，實為一種雙贏的局面，有鑑於此，應該要使行銷實務工作者確實了解體驗行銷的各項操作手法，搭配適當的行銷研究與市場調查，才能使顧客的購買意願向上提升。體驗行銷的理論在管理策略上是實用方式與手段促使一般民眾可以藉著體驗來了解產品給予的價值，持續的導入體驗行銷模組可以帶動買氣，增加購買意願。 This study mainly explores the relationship between experiential marketing of Health Supplements and purchase intention. From the results of the statistical analysis, in the survey of the questionnaire items, the answers of all the subjects are in the medium to high level, which represents the question of this study. Items have a good response in the attitude of the subjects, in other words, the subjects of health food have a good response in all aspects of experiential marketing. it can be seen that experiential marketing has a positive and significant impact on the relationship of purchase intention This study continued to use regression analysis to test the research hypothesis, and learned that experiential marketing does have a positive and significant impact on purchase intention, and the research hypothesis is supported. A good Health Supplements and excellent experiential marketing can play a better marketing effect. not just help managers promote products more efficiently, At the same time, it also brings good product efficacy experience to consumers. In the light of this, marketing practitioners should really understand the various operating methods of experiential marketing, and with appropriate marketing research and market research, in order to increase customers' willingness to buy. In terms of management strategy, the theory of experiential marketing is a practical way and means to enable ordinary people to understand the value given by products through experience. Continuous introduction of experiential marketing modules can drive purchases and increase purchase intentions.
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