驗行銷、顧客忠誠度與再購意願之研究──以蘋果公司之iPhone為例

The Study of the Relationships Among Experiential Marketing, Customer Loyalty and Repurchase Intention ─ Apple's iPhone as an example

隨著智慧型手機的普及化，手機市場從原本掌握於賣方手中的主導權，現已逐步轉移到買方的手中，成為以顧客為導向的買方市場。本研究以知名品牌Apple公司所生產的iPhone手機其用戶為研究對象，探討體驗行銷、顧客忠誠度與再購意願之間關係，並分析顧客忠誠度在體驗行銷與再購意願之間存在中介效果。本研究以問卷調查台灣地區的iPhone用戶，採便利抽樣的方式，總共發放326份問卷，有效問卷計305份，回收率為94%，本研究以此樣本來進行統計分析，資料經迴歸與相關分析後，結果顯示體驗行銷對顧客忠誠度具有顯著的正向影響，顧客忠誠度對再購意願具有顯著的正向影響，體驗行銷對再購意願具有顯著的正向影響，顧客忠誠度對體驗行銷與再購意願有部分中介。 With the popularization of smart phones, the mobile phone market has gradually shifted from the hands of the seller to the buyer's hands, becoming a customer-oriented buyer's market. In this study, the user of the iPhone, a well-known brand of Apple Computer, is the subject of the study. It discusses the relationship between experiential marketing, customer loyalty and repurchase intention, and analyzes the effect of customer loyalty between experiential marketing and repurchase intention. In this study, a questionnaire survey of iPhone users in Taiwan, using a convenient sampling method, issued a total of 326 questionnaires, 305 valid questionnaires, the recovery rate of 94%, the sample of this study for statistical analysis, data regression and correlation after the analysis, the results show that experiential marketing has a significant positive impact on customer loyalty, and customer loyalty has a significant positive effect on repurchase intention. Experiential marketing has a significant positive impact on repurchase intention. Customer loyalty has partial mediation effected between experiential marketing and repurchase intention.

With the popularization of smart phones, the mobile phone market has gradually shifted from the hands of the seller to the buyer's hands, becoming a customer-oriented buyer's market. In this study, the user of the iPhone, a well-known brand of Apple Computer, is the subject of the study. It discusses the relationship between experiential marketing, customer loyalty and repurchase intention, and analyzes the effect of customer loyalty between experiential marketing and repurchase intention. In this study, a questionnaire survey of iPhone users in Taiwan, using a convenient sampling method, issued a total of 326 questionnaires, 305 valid questionnaires, the recovery rate of 94%, the sample of this study for statistical analysis, data regression and correlation after the analysis, the results show that experiential marketing has a significant positive impact on customer loyalty, and customer loyalty has a significant positive effect on repurchase intention. Experiential marketing has a significant positive impact on repurchase intention. Customer loyalty has partial mediation effected between experiential marketing and repurchase intention.