本研究希望探討透過社群網站分享體驗是否能有效影響行車紀錄器購買意願，並研究品牌形象是否能有效影響行車紀錄器購買意願，以了解社群網站的經營對於分享體驗經驗與品牌形象之重要性。本研究採用問卷調查方式，並以t檢定、變異數分析、因素分析等統計方法針對品牌形象與體驗行銷分別進行分析，實證結果顯示：一、體驗行銷對行車紀錄器購買意願有正向顯著的影響。二、品牌形象對行車紀錄器購買意願有正向顯著的影響。本研究結果更進一步發現，透過社群網站所分享的感官體驗與品牌視覺化形象對提高購買意願影響最顯著。顯示業者優先可投入資源在架構社群網站，透過網站所傳遞的訊息與產品資訊，讓顧客認識該行車紀錄器品牌形象，結果也顯示行車紀錄器相關業者應優先投入資源在架構社群網站，讓顧客認識該行車紀錄器品牌形象與作為體驗分享之管道提供為體驗行銷分享之管道。 This study is to investigate whether the experience sharing by social websites will effectively affect purchase intention of Vehicle Video Recorder, and whether the brand image can effectively influence purchase intention. And learn more about the importance of sharing experiences and brand image on the social networking site. This study used questionnaires and analyze the brand image and marketing experience various dimensions by the methods of T-test、 ANOVA、factor analysis. The conclusions from the empirical analysis was as follows.1.Vehicle Video Recorder experiential marketing show significant positive effects on purchase intension.2.Vehicle Video Recorder brand image show positive effects on purchase intension significant.The results of this study further found that sensory experience sharing and visual brand image via social websites is to the most significant impact on purchase intention. Our study suggests that the Vehicle Video Recorder related businesses should invest resources to build social websites so that customers can learn the Vehicle Video Recorder brand image and sharing of experience through the website.
