體驗行銷策略模組對購買意願之研究──以穿戴式智慧手錶為例

Research on Purchase Intention of Strategic Experiential Marketing Module: Taking Wearable Smartwatches as an Example

隨著科技革新造就新興消費市場，穿戴式智慧手錶的消費市場呈現快速地成長。同時，智慧穿戴式科技的普及化、消費市場的力度增強以及日常掌握工作時間、健康和訊息等應用的需求，也造就穿戴式智慧手錶越來越受各個階層不同群體的使用者青睞。吸引著全球大量的消費者迅速地接受了穿戴式智慧手錶。
因此，本研究以台灣地區消費者為研究對象，探討體驗行銷策略模組對穿戴式智慧手錶購買意願之間的關係。採取便利抽樣方式問卷調查台灣地區消費者，總計有效問卷174份，並以此資料進行統計分析。透過受訪者樣本結構分析與迴歸分析後，研究假說驗證結果成立，H1：體驗行銷策略模組對穿戴式智慧手錶購買意願具有顯著正向影響。

As technological innovation creates emerging consumer markets, the consumer market for wearable smart watches is growing rapidly. At the same time, the popularization of smart wearable technology, the strengthening of the consumer market, and the need for daily control of working time, health, and information applications have also made wearable smart watches more and more popular among users from all walks of life and different groups. Attracting a large number of consumers around the world to quickly accept wearable smart watches.
Therefore, this study takes consumers in Taiwan as the research object to explore the relationship between experiential marketing strategy modules and wearable smart watch purchase intention. A convenience sampling method was used to survey consumers in Taiwan, with a total of 174 valid questionnaires, and statistical analysis was conducted on this data. Through the respondent sample structure analysis and regression analysis, the research hypothesis verification results were established. H1: The experiential marketing strategy module has a significant positive impact on the purchase intention of wearable smart watches.