從行銷策略探討民眾對精油療法商品之消費行為

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 987654321/29745

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Title:	從行銷策略探討民眾對精油療法商品之消費行為
Other Titles:	Examining the Impact of Marketing Strategies for the Essential Oil Therapy Product on Consumer Behavior
Authors:	鍾沛諭 CHUNG, PEI-YU
Contributors:	企業管理學系管理科學碩博士班袁淑芳 YUAN, SHU-FANG
Keywords:	口碑行銷;體驗行銷;消費者態度;消費者購買意願 Word-of-Mouth;Experiential Marketing;Consumer Attitude;Consumer Purchase Intention
Date:	2023
Issue Date:	2023-11-13 14:44:33 (UTC+8)
Abstract:	本研究旨在探討行銷策略對民眾對精油療法商品消費行為的影響，研究方法採問卷調查法收集資料，對象為使用精油療法商品之消費者，以口碑行銷、體驗行銷、消費者態度與消費者購買意願關係之研究分析行銷策略因素對消費行為的影響。研究結果顯示，各構面皆具有顯著正向影響，其中行銷策略之體驗行銷影響最大。此外，採隨機便利抽樣法來進行問卷調查，共發出174份，回收有167份，有效問卷為167份，有效問卷回收率達92.6%，本研究所得結論如下:1.口碑行銷對消費者態度構面兩者為正相關且達到顯著性。2.體驗行銷對消費者態度構面兩者為高度正相關且達到顯著性。3.消費者態度對消費者購買意願構面兩者為正相關且達到顯著性。4.口碑行銷與體驗行銷對消費者態度構面兩者為高度正相關且達到顯著性。5.口碑行銷與體驗行銷對消費者購買意願構面兩者為高度正相關且達到顯著性。　　The purpose of this study is to examine the impact of marketing strategies for the essential oil therapy product on consumer behavior. Research data was collected using a questionnaire survey of target consumers who used essential oil therapy products. It aims to analyze the impact of marketing strategies on consumer behavior by studying the relationship among word of mouth, experiential marketing, consumer attitude and consumer purchase intention. The empirical results show that all aspects have a significant positive impact on consumers' attitudes and behaviors, among which experiential marketing strategies have a favorable impact on customers' purchase intentions. The convenience sampling method was used to carry out the questionnaire survey. A total of 174 questionnaires were distributed and 167 valid questionnaires were returned, it indicates the effective questionnaire recovery rate reached 92.6%. Five findings are concluded from the empirical results: First, word of mouth has a significant positive effect on consumer attitudes. Second, experiential marketing has a significant positive impact on consumer attitudes. Third, consumer attitudes are positively correlated with consumer purchase intentions. Fourth, both word-of-mouth marketing and experiential marketing have a significant impact on consumer attitudes. Finally, experiential marketing has a greater impact on consumers' purchase intention than word of mouth.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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