藝術書展「草率季」體驗行銷對購買意願影響之研究

A Study on the Influence of Taipei Art Book Fair Experience Marketing on Purchase Intention

王秉中

草率季 ； 藝術家書籍 ； 小誌 ； 體驗行銷 ； 購買意願 ； Taipei Art Book Fair ； Artist's book ； Zine ； Experience Marketing ； Purchase Intention

圖文傳播藝術學報

2024（2024 / 04 / 01）

242 - 253

繁體中文;英文

本研究旨在透過問卷探討藝術書展「草率季」的體驗行銷對於消費者購買意願之影響，即三個重點：店家體驗行銷策略、體驗感受、購買意願之間的交互關係。並調查不同性別、年齡、學歷、月收入、月藝文支出的消費者之體驗感受和購買意願，受店家體驗行銷策略的影響有何異同。本研究結果顯示：根據相關性與迴歸分析，草率季店家體驗行銷策略除了會直接影響消費者購買意願，也會經由消費者體驗感受間接影響。建議草率季店家可更加注重體驗行銷；根據差異性分析，年齡為30歲以上、月收入為20000元以上之消費者，在體驗感受和購買意願上顯著高於20歲以下和月收入20000元以下。建議草率季店家面對主要客群時可調整其定價策略。

This study aims to explore the impact of "Experience Marketing" at the Taipei Art Book Fair on "Purchase Intention." Research Findings: based on correlation and regression analysis, it is suggested that "The strategy of marketing for experience" not only directly influences "The purchase intention" but also has an indirect impact through "The experience." Recommendations for Taipei Art Book Fair vendors include placing greater emphasis on "Experience Marketing." Additionally, according to t-test and one-way ANOVA results, consumers aged 30 and above with a monthly income of over 20,000 show significantly higher levels of "The experience" and "The purchase intention" compared to those aged below 20 and with a monthly income below 20,000. Adjusting pricing strategies tailored to the primary customer demographic is advised for the vendors.