體驗行銷、品牌形象與顧客滿意度的關聯之研究－以IKEA為例

Experience Marketing, Experience Value and Purchase Intention: A Case Study of the the IKEA

10.29893/NCUTMAN.201811.0088

張朝旭(Joshua C. Chang)；洪毓謙(Yu-Cian Hong)

體驗行銷 ； 品牌形象 ； 顧客滿意度 ； IKEA ； Experience Marketing ； Brand Image ； Customer Satisfaction ； IKEA

管理學術研討會

第十六屆（2018 / 11 / 01）

871 - 881

繁體中文

近幾年體驗行銷已成為一種趨勢，人們的消費型態也漸漸的改變，現今的消費者購買商品不再是著重產品的特性、功能、品質，而是在消費的過程中所感受到的消費體驗。品牌形象對於消費者的購物決策也很重要，當消費者親身去體驗和互動，將會更了解品牌形象所要傳達的意義，藉此提升消費者的購買意願。IKEA一直以來都是使用體驗行銷的手法，有別於其他的家俱店，突破以往傳統的行銷手法，講究的不再單單只強調家俱本身的功能，而是融合體驗行銷的手法，讓消費者親身去體驗並感受當下的氛圍。基此，本研究以台中店IKEA為研究對象，在台中店IKEA出口處採用隨機訪談方式發放問卷，以李克特（Likert）五點尺度來進行測量，分析結果，提升實務上的應用價值。最後根據研究結論做出建議，以供企業經營者及未來研究者之參考。

Experience marketing has become a trend in recent years, and people's consumption patterns have gradually changed. Today's consumers are no longer paying attention to the characteristics, functions, and quality of products, but the consumer experience they feel during the consumption process. Brand image is also very important for consumers' shopping decisions. When consumers personally experience and interact with them, they will understand more about the significance of the brand image and enhance consumers' willingness to buy.IKEA has always used the experience of marketing methods, different from other furniture stores, breaking through the traditional marketing techniques, stress is no longer just to emphasize the function of the furniture itself, but combined with the experience of marketing techniques, so that consumers personally Experience and feel the atmosphere of the moment. It is adopted at the exit of the IKEA with random interviews and questionnaire surveys, which were measured using Likert's five-point scale.The results will be analyzed to improve practical application. Based on the conclusion of the study, recommendations are presented for business operators and future researchers.

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