清酒號稱是日本的「國酒」，也是代表日本的酒類，在日本的民俗文化與日常生活當中，扮演著重要地位的一款酒品，無論是日常小酌或特殊宴飲的場合，都能見到清酒的身影。而清酒在臺灣的知名度也很高，在眾多清酒的品牌當中，「獺祭清酒」更屬於進口至台灣數一數二的品牌之一。本研究以獺祭清酒為例，希望針對獺祭清酒在台灣消費者心目中的再購意願進行探討與調查，以消費者對獺祭清酒之品牌形象、體驗行銷、知覺價值及消費者再購意願等概念為基礎，綜合過去其他學者之研究成果，探究以獺祭清酒而言，可能影響行銷構面因素。本研究發放問卷共計發放300份，回收300份問卷，回收率100%，排除30份非合格受訪者或漏填之無效樣本後，最終保留有效樣本數270份，問卷成功率90%。
研究結果顯示，品牌形象對體驗行銷有正向顯著影響、品牌形象對再購意願有正向顯著影響、品牌形象對知覺價值有正向顯著影響、知覺價值對再購意願有正向顯著影響，顯示本研究研究假設均獲得驗證成立。研究建議，獺祭清酒在未來的行銷策略上，可以更著重於品牌形象的體現，使得消費者認為能夠獲得愉悅與刺激的感受，同時在味覺、嗅覺與視覺上也能獲得體驗的饗宴，且認同品嘗獺祭清酒是具備有高度價值的。
Sake is known as the "national sake" of Japan, and it is also the representative sake of Japan. It plays an important role in the folk culture and daily life of Japan, and it can be found in everyday sips and special banquets.
This study aims to investigate and investigate the re-purchase intentions of consumers in Taiwan, based on the brand image, experiential marketing, perceived value, and re-purchase intentions of consumers, and to synthesize the research results of other scholars to explore the factors that may affect the marketing of Dazai sake, in order to provide a basis for future research on other Japanese sake brands. This study will serve as a reference for other Japanese sake brands to enter the Taiwan market.
The research results show that brand image has a positive and significant impact on experiential marketing, brand image has a positive and significant impact on repurchase intention, brand image has a positive and significant impact on perceived value, and perceived value has a positive and significant impact on repurchase intention. It shows that the research hypotheses of this study have been verified. The research suggests that in the future marketing strategy of Dassai Sake, more emphasis should be placed on the embodiment of the brand image, so that consumers can feel that they can obtain pleasure and stimulation, and at the same time, they can also obtain a feast of experience in terms of taste, smell and vision, and Agree that tasting Dassai sake is highly valuable.
