Applied TAM Model to Explore the Effectiveness of Innovation and Experiential Marketing in Service Industry

[[abstract]]隨著社會不斷地進步，顧客的消費習慣跟著改變，服務產業競爭越來越激烈。以是之故，本研究旨在運用科技接受模式探究服務業發展創新與體驗行銷等策略是否有助於提升顧客的再購意圖。主要研究對象為曾經在百大服務業購買產品或服務的顧客，受測者主要根據購物或消費經驗對企業的創新與體驗行銷程度做出評價。並且本研究加入知覺有用性與知覺易用性作為中介變數，深入探討影響顧客再購意圖的主要因素。本研究使用問卷調查法進行量性分析，並使用網路問卷之方式進行資料收集。藉此，本研究使用對稱與非對稱的研究方法，主要為敘述性統計分析、因素分析、信度分析、結構方程模型與模糊集合質性比較分析。實證結果顯示，創新與體驗行銷皆有助於提升顧客的知覺有用性與知覺易用性，而知覺有用性可以提高顧客的再購意圖，但知覺易用性與再購意圖沒有顯著的影響效果。此外，模糊集合質性比較分析結果顯示有五組可以創造高度顧客再購意圖之充份條件。 Society continues progress change customers’ consumption habits, service industry is more and more fierce. This study attempts to apply technology acceptance model (TAM) to explore the effectiveness of innovation and experiential marketing in service industry. Accordingly, this study focuses on customers of services and collects primary data by applying inter-net-based questionnaire survey. We further add in perceived usefulness and perceived ease of use as mediators to explore the main factors that affect customers’ repurchase intention. The statistical techniques adopt contain descriptive statistics, factor analysis, reliability analysis, structural equation modeling (SEM), and fuzzy set qualitative comparative analysis (fsQCA).The empirical results of SEM indicated that both innovation and experiential mar-keting can increase customers’ perceived usefulness and perceived ease of use. Customers’ perceived usefulness can enhance customers’ repurchase intention, but customers’ perceived ease of use and customers’ repurchase intention had no significant impacts. fsQCA evidences that there are five configurations or sufficient conditions for achieving high repurchase inten-tion