流行服裝消費體驗模式之建構與實證研究

The Framework and Empirical Research of the Fashionable Apparel Experiential Consumption Model

10.6572/JHHE.6(1).4

林家旭(Chia-Hsu Lin)

體驗行銷 ； 消費體驗 ； 情境因素 ； Experiential Marketing ； Consuming Experience ； Situational Factors

餐旅暨家政學刊

6卷1期（2009 / 03 / 01）

59 - 75

繁體中文

隨著體驗經濟時代來臨，消費者重視從消費活動中獲得之難忘體驗，是流行服裝消費體驗中購買態度的關鍵之一。因此聆聽顧客心的需求，創造良好的消費情境以滿足消費者感性需求的體驗反應，端賴於體驗行銷策略的推行與運用。然而國內外在流行服裝產業探討消費情境、體驗反應與購買態度之因果關係模式建構與實證之研究實有不足。本研究以台灣Pleats Please品牌消費者爲研究對象，於2008年3月底至5月初，透過Pleats Please品牌的全省專櫃協助問卷調查。問卷回收共285 份，有效問卷樣本數爲253份。使用AMOS 5.0與SPSS 12.0進行樣本結構分析、信度與效度分析、探索性因素分析、結構關係模式(Structural Equation Models; SEM)等資料統計分析方法。實證結果發現：一、服裝消費情境因素對消費體驗反應具顯著正向影響；二、服裝消費情境因素對購買態度不具顯著影響；三、服裝消費體驗反應對購買態度具顯著正向影響；並建構出完整的因果關係模式，可提供國內流行服裝業者在體驗行銷策略規劃以提升行銷績效實務之參考。

As the era of experiencing economy is coming, consumers highly value their consuming experience. This is one of the keys to determine the purchase attitude through the consumption of fashionable apparel. Indeed, how to find the consumer's demands and create a good consuming scenario to satisfy the consumer's perceptual needs really depends on the application of experiential marketing strategies. Since the cause-effect model and the empirical research of foreign fashion industry studies in the areas of consumption scenario, reaction of the experience and purchase attitude are still insufficient. From March to May 2008, this study conducted a survey targeting the consumers of Pleats Please brand with the help of all Pleats Please shops in Taiwan. This study received 285 questionnaires back. Among them, 253 questionnaires are valid. Further, the AMOS 5.0 and APSS 12.0 were applied to conduct several statistic analyses, such as sample structure analysis, reliability and efficiency analysis, explanatory factor analysis and the Structural Equation Models SEM. The finding of the research shows: 1. The consuming situational factor is significantly positively correlated with the reaction of consuming experience; 2. The consuming situational factor is not significantly correlated with purchase attitude; 3. The reaction of consuming experience is significantly positively correlated with purchase attitude. Finally, a complete cause-effect model was created. The fashion industry can use this model as a reference for experiential marketing planning and improving the effectiveness of practical marketing.

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