消費者體驗行銷、網路口碑對知覺價值與購買意願影響之研究－以微熱山丘鳳梨酥行銷為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/28694

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/28694

Title:	消費者體驗行銷、網路口碑對知覺價值與購買意願影響之研究－以微熱山丘鳳梨酥行銷為例
Other Titles:	The Study of the Influence of Consumer Experience Marketing and Network Word-of-Mouth on the Perceperation Value and Purchase Intention--Take the Marketing of Sunny Hill's Marketing Strategy of Pineapple Pastry
Authors:	蘇佩如 SUE, PEI-JU
Contributors:	企業管理學系管理科學碩博士班褚麗絹 CHU, LI-CHUAN
Keywords:	購買意願;知覺價值;網路口碑;體驗行銷 perception value;network word-of-mouth;experience marketing;purchasing intention
Date:	2021
Issue Date:	2022-08-11 10:05:28 (UTC+8)
Abstract:	本研究以鳳梨酥單一產品以商家和消費者對體驗行銷、網路口碑、實體商店知覺價值、網路商店知覺價值及購買意願來做相關研究；了解商家如何將產品永續經營之行銷，在於消費者從何得知、從哪購買，會不會因為品質、價錢、包裝、促銷等，產生購買慾望和需求來做為研究目的。　　本研究以基本資料及參考各學者之文獻，以網際網路進行問卷調查，並回收整理後；於SPSS統計分析以敘述性統計分析、信度分析、迴歸分析等統計軟體，來進行資料分析與處理，將各個屬性分依其評估歸納，整理製作數據資料。　　研究結果發現體驗行銷、網路口碑、實體商店知覺價值、網路商店知覺價值及購買意願具顯著且正向影響，之間具中介效果，依據研究探討分析，最後根據研究結論做出建議，以供企業經營者、烘焙業者、網路行銷業者及未來研究者之參考。　　This research of purchasing pineapple cakes is based on marketing including shops and online, feelings about shop-owners and customers as well. It will help to realize how shop-owners sell pineapple cakes well with suitable approaches and customers also will be inferred how and where to get, and if the quality, price, packing or promotion of the products will influence them keep purchasing.　　The data of study is by collecting questionnaire from the internet and referring to the literature of various scholars. With SPSS, statistical software such as descriptive statistical analysis, reliability analysis, and regression analysis, it is sorted and classified, then summarized into different attitudes.　　The results of the research show that the influence significantly and positively in many ways, like experience marketing, network word-of-mouth, physical store perception value, network store perception value and purchasingintention, and could provide the useful information for business operators, bakers, online marketers, and future researchers.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

Files in This Item:

File	Description	Size	Format
109NHU00457015-003.pdf		6688Kb	Adobe PDF	399	View/Open
index.html		0Kb	HTML	133	View/Open

Loading...