以劇場理論觀點探討消費者體驗對品牌忠誠之影響

The Influence of Experiential Elements on Brand Loyalty from the Theory of Theater

體驗行銷為體驗經濟時代的行銷利器，消費者所關心的重點是更高層次的體驗享受，過去的研究缺乏以系統化方式探討體驗元素對於消費者態度之影響。本研究以劇場理論觀點定義商店的體驗元素，提出影響品牌忠誠的研究模型，並以問卷調查法收集實體店面體驗，根據394位有效樣本經PLS分析後，發現體驗元素會顯著影響消費者的商店體驗品質與品牌體驗價值，而消費者的商店體驗品質與品牌體驗價值均會正向影響品牌忠誠。此外，根據推敲可能性模式，本研究亦驗證產品知識低的消費者，其形塑品牌忠誠的過程受到商店體驗品質的影響顯著高於產品知識性高的消費者。本研究的研究結果提供實務業者營造體驗元素及提昇顧客忠誠之具體建議。

Experiential marketing is the key marketing tool for the experience economy. Consumers are no longer interested in products or service, but enjoy the experience of purchasing. The past researches emphasize on the importance of experiential marketing, but lack of a systematic view to explore the influence of experiential elements on the consumer’s attitude. Based on the theory of the theater, this paper defines the elements of the store experience, establishes a model which influences the brand loyalty, collects the customer opinion and experience in bricks and mortar stores according to the 394 valid questionnaire sample data. After the PLS analysis found that the experience elements will significantly affect the consumer’s store experience quality and brand experience value, and brand experience value will be affected by the quality of store experience. The consumer experience and brand experience value will have positively influence on the brand loyalty. According to the feasibility model, this study also validates consumers with low product knowledge when forming the brand loyalty will be easier influenced by the quality of the store experience compare with higher product knowledge customer.