消費者體驗與訊息處理路徑對品牌延伸購買態度之影響

The Effects of Customers' Experiences and Information Processing on the Buying Intentions of Extended Brands

10.29931/MR.200409.0001

何雍慶(Yung-Ching Ho)；蘇子炘(Zih-Sin Su)；張永富(Yong-Fu Chang)

消費者體驗 ； 品牌延伸 ； 思考可能性模式 ； Customers' Experiences ； Brand Extension ； Elaboration Likelihood Model

行銷評論

1卷1期（2004 / 09 / 01）

1 - 19

繁體中文

隨著市場競爭程度的加劇，新產品導入已面臨著越來越大的風險，且未來的經濟發展趨勢，將是為顧客創造出一種能夠感覺到的體驗價值。此外，消費者態度的形成與其思考可能性模式(elaboration likelihood model, ELM)有關，因此在體驗經濟的時代，實有必要以消費體驗的角度，來深入探討對於品牌延伸購買態度的影響。本研究透過文獻整理，結果發現感官、情感、思考、行動以及關聯體驗的形成，確實會強化消費者透過周邊路徑，以形成品牌延伸購買態度。此結論期待能為ELM帶來展新的討論空間，並有助於新產品開發時品牌延伸策略之運用。

Faced with an increasingly competitive market situation, it is important for marketers to create experiential value for theft customers ill order to ensure a successful launch of new products. Especially during the era of the experiential economy, an incorporation of the concept of experiential marketing to the Elaboration Likelihood Model (ELM) can be helpful for marketers to predict consumers' behavior more accurately. Based on these concepts, this paper examined the effects of customers' experiences on the buying decision of extended brands. The results of this study revealed that customers' experiences of ”sense”, ”feel”, ”act” and ”relate” were positively related to the choice of the peripheral route for buying intention. However, customer' experience of ”think” was positively related to the central route. It was recommended that ELM be combined with the concept of experiential marketing. The results of this study were useful for practitioners as well as the theory development of ELM. Moreover, they could also be beneficial to a firm for successfully launching a new product.

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