| 摘要: | 近年來，由於健康休閒概念的風行，消費者對自身健康養生樂活的身心體驗需求越來越高，以至於美容Spa 中心的盛行，在競爭激烈的經營方式中，呈現同質化的風格，但消費者需求卻越趨個人化及多樣性，因此在行銷手法不斷求新求變的今天，體驗行銷儼然成為當今主流的行銷策略。以往關於美容Spa 產業之研究，大多著重於服務品質、消費者滿意度、忠誠度及相關產品的消費意願，而以休閒角度切入去探討消費者對美容Spa 中心的體驗行銷相關研究甚少。為了解美容中心消費者對美容Spa 中心體驗行銷、知覺價值和企業形象之關係，本研究以佐登妮絲大台北地區之消費者為研究對象，運用結構方程模型探討消費者對體驗行銷、知覺價值與企業形象間的關係。共計發放560 份問卷，共得497 份有效問卷。研究結果證實體驗行銷直接影響企業形象、並透過知覺價值間接影響企業形象，而知覺價值直接影響企業形象。期望藉由本研究發現作為相關業者未來規劃、與行銷策略之參考。
In recent years, due to the popularity of the concept of health and leisure, consumer health increase their own physical and mental health needs of experience, and the prevalence of Beauty Spa Centre, in a competitive environment, a present homogeneous managerial style. Therefore Cons umer demand has become increasingly personal and diversity, constantly innovating and changing practices in marketing today, experiential mark eating has become today's mainstream marketing strategy. Beauty Spa industry research mostly emphasizes the service quality, cust omer satisfaction, loyalty and consumer willing. There are a few marketing research from the viewpoint of leisure and experiential marketing. In order to understand the relations of consumers, experiential marketing, perceived value and corporate image, Jourdeness consumers of Taipei area study is used as sample, adopting Structural Equation Model of consumer marketing experience, perceived value and corporate image. Total of 560 questionnaires were issued, a total of 497 valid questionnaires were obtained. The results confirm the direct impact of experiential marketing and corporate image, and the indirect effect through the perceived value of corporate image, while the direct impact on corporate image perceived value. The results of this study could provide the future planning, and mark eting strategies to relevant industry. |
