體驗行銷對部落格忠誠度之影響

Effects of Experiential Marketing on Blog Loyalty

10.29931/MR.200912.0005

陳怡如(Yi-Ru Chen)；李雅靖(Ya-Ching Lee)

體驗行銷 ； 部落格 ； 忠誠度 ； experiential marketing ； blog ； loyalty

行銷評論

6卷4期（2009 / 12 / 01）

591 - 616

繁體中文

本研究調查策略性體驗行銷模組對部落格使用者的忠誠度之影響。研究結果發現，增加部落格感官性、情感性、思考性體驗，有助於增加部落格使用者的忠誠度；關聯性體驗則對部落格忠誠度無顯著影響。在部落格類型方面，職業部落客部落格最適用情感性與感官性體驗，私人空間部落格與公關部落格則適用關聯性體驗。在部落格經營單位方面，本研究發現部落格的經營單位對體驗模組無影響。在部落格經營目的方面，以營利為目的之部落格，最常採取感官性與情感性這兩種體驗策略。

This study investigates which kinds of experiential marketing strategies are best for various categories of blogs. First, this study finds that sense, feel and think experiential marketing strategies have significant positive effects on bloggers' loyalty, except relate. Second, sense and feel experiential marketing strategies increase significantly the loyalty of professional and commercial blogs. This study also finds that relate experiential marketing strategies have positive effects on the loyalty of personal space and public relation blogs. The results of current study help blog proper to formulate their blogs in ”experience” ways, which lead to the enhancement of blog users' loyalty.

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