體驗行銷、體驗價值、幸福感與關係強度等關係之研究－－以SPA體驗為例

A Study of the Relationships among the Experiential Marketing, Experiential Value, Happiness and Relationship Strength -The Example of SPA Experience

本研究以SPA體驗為例，了解消費者體驗此類型活動後其感受為何，並探討其體驗對於體驗價值、幸福感及關係強度之間的關係。本研究採用問卷調查方法，運用統計分析工具將所回收之資料，以因素分析、t檢定和迴歸分析方式，驗証變數之間的關係。本研究所提出的六個假設，均獲得支持。研究結果顯示，為能有效提升消費者與SPA館之間的「關係強度」，可強化消費者之「體驗價值」及「幸福感」等感受，進而發展適合之體驗行銷策略。雖然體驗價值和幸福感之間有極高相關性，但幸福感對關係強度的影響並沒有體驗價值對關係強度來得影響大。

This research chooses the SPA experience as the topic to examine consumers' feelings when experiencing this kind of activities, and explore the relationship between this experience and its experiential value, happiness, and relationship strength. This research uses questionnaire survey for data collection, and factor analysis, t-test and regression to verify the relationships between the variables.The research results reveal all the six hypotheses are supported. In order to effectively enhance the relationship strength between the consumers and SPA shops, this research recommends that one should strengthen consumers' experiential value and happiness when developing appropriate experiential marketing strategies. Although the experiential value and happiness are highly correlated, the influence of consumers' happiness on relationship strength is not as significant as the influence of experiential value.