A Study of the Relationship among the Experiential Marketing, Experiential Value and Behavior Intention

[[abstract]]隨著消費者對於生活、飲食習慣的講究，今日人們的消費已不僅注重商品本身的實用性，而是追求進一步的情感觸動、心靈刺激以及消費過程中所得到的體驗。本研究以薰衣草森林新社店為個案研究對象，探討體驗行銷之體驗模組能否在薰衣草森林餐廳之經營上發揮其效用。研究中將體驗行銷分為：感官體驗、情感體驗、思考體驗、行動體驗與關聯體驗等構面。體驗價值方面分為：消費者投資報酬、服務優越性、美感與享樂性等構面。行為意向分為：忠誠度、轉換行為、支付更多、外部回應與內部回應等構面。將三者之相關性作探討，而研究方法採用便利抽樣方式進行問卷調查。 研究結果顯示，體驗行銷之體驗模組與整體體驗價值有顯著正向關係；體驗價值四構面與整體行為意向有顯著正向關係；部份體驗行銷之體驗模組與整體行為意向有顯著正向關係。本研究發現到薰衣草森林新社店之消費者主要以21-30歲具大專與大學學歷以上之學生族群與剛就業的年輕上班族群居多，因此建議業者可投注更多心力去發掘此族群消費者的特質以及興趣喜惡以維持客群，或是開發學生與剛就業上班族以外的消費族群之體驗價值需求，待未來發展不同的體驗訴求，吸引其走訪薰衣草森林。[[abstract]]As consumer lifestyle and eating habits of stress, people today have not only focused on the consumer goods their practicality, but pursue further the emotional touches the soul and stimulate consumption in the process of get experience. In this study, Xinshe Lavender Cottage for a case study to explore the experience of experiential marketing module can Lavender Cottage restaurant in the operation effectively. Of Experiential Marketing will be divided into: Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience with the five dimensions. Experiential Value is divided into: Consumer Return on Investment, Service Excellence, Aesthetics and Playfulness of other dimensions. Behavior Intention is divided into: Loyalty, Pay More, Switch, Internal Response and External Response. This paper combines Experiential Marketing, Experiential Value, and Behavior Intention and discusses the causal relationship between different concepts. This study used convenience sampling to survey. The results show that: Strategic Experiential Modules have a positive effect on Experiential Value. Experience Values have a positive effect on Behavior Intention, and parts of Strategic Experiential Modules have a positive effect on Behavior intention. According to the result, we found that Xinshe Lavender Cottage’s consumers mainly 21-30 years old with a college degree with the University for more than just the employment of students and young population group of mostly office workers, it is suggested that companies can dedicate more efforts to explore this group of consumers characteristics and preferences in order to maintain customer interest groups, or the development of students and office workers just outside the employment experience of the value of a consumer needs to be different experience for future development, it attracted the visits of Lavender Cottage