| Abstract: | 從國人飲食的需求逐漸多元化，如飲食重視便利、愉悅與健康等情形，加上消費者購買食品的通路有多元化的選擇，所以消費者在飲食行為上顯現出各種的消費型態。而反映在休閒食品上，更可以發現消費者較傾向購買具備愉悅性、感官體驗，以及藉由體驗可以帶來深刻印象或經驗等特質的休閒食品。隨著近年來連鎖烘焙產業蓬勃發展、網路購物普及化、休閒零食通路多元化等因素驅動下，休閒食品的產品數量日益增加，這也反映了，消費者在面對眾多種類的休閒食品時可能會面臨不知如何選購的問題頻繁發生，加上食品安全事件的問題，更使得消費者在購買休閒食品時不易維持忠誠度，所以此時的食品企業必須適時擬定足以因應這些狀況的行銷策略，以利休閒食品的發展。所以本研究之目的以休閒食品為研究題材，應用體驗行銷的策略而針對不同涉入程度的消費者進行探討，研擬出可以協助建立或是影響消費者忠誠度的行銷策略。研究結果顯示，應用體驗行銷策略會影響購買休閒食品的消費者，其中以「思考」體驗模組與「空間環境」媒介會強化消費者購買休閒食品。應用體驗行銷策略也會影響不同涉入消費者購買休閒食品的情形，如以涉入程度量表之分數而將消費者分成高、中、低的三種涉入程度，則發現對高涉入的消費者而言，在購買休閒食品時會受到體驗行銷中「感官」模組、「情感」模組、「關聯」的模組以及「廣告」媒介、「標誌」媒介、「網站」媒介的影響；對中涉入的消費者而言，則是會受到「感官」模組、「關聯」的模組以及「廣告」媒介、「標誌」媒介、「空間」媒介、「人員」媒介的影響；對低涉入的消費者而言，則是會受到「思考」模組、「行動」模組、「關聯」的模組以及「廣告」媒介、「網站」媒介的影響。而應用體驗行銷亦會強化購買休閒食品的消費者之忠誠度的情形，亦即是體驗模組中的「感官」、「情感」、「思考」、「行動」及「關聯」等五種模組；體驗媒介中的「廣告」、「標誌」、「空間」、「網站」、「人員」等五項媒介會影響消費者的忠誠度。因此藉以建議休閒食品的業者，可以針對不同涉入程度的消費者而擬定體驗行銷之組合以作為正向影響消費者忠誠度的策略。
There is an increasing demand for more diverse diet in Taiwan. For example, the Taiwanese people value convenient, joyful and healthy diets. Besides, consumers can buy food through multiple channels. Therefore, consumers show various consumption patterns on dietary behaviors. From their consumption patterns on confectionery, it can be found that consumers tend to buy confectionery that can make people feel joyful, provide them with a sensory experience and leave a deep impression on them. With the flourish of the chain baking industry, the popularization of online shopping and the diversification of purchase channels of confectionery, the product quantity of confectionery has been increasing. This also reflects that consumers might not know how to choose which confectionery to buy when faced with numerous types of confectionery. And food scandals make it even harder for consumers to maintain loyalty when buying confectionery. As a result, food enterprises must make marketing strategies that can cope with these situations in good time to facilitate the development of confectionery. Therefore, this research aims at making marketing strategies that can assist in building or affecting customer loyalty by studying the case of confectionery, and discussing consumers with different involvement levels using the experiential marketing strategy. The research results show the experiential marketing strategy can affect consumers who buy confectionery, where “think” module and “spatial environments” media can prompt consumers to buy confectionery. The experiential marketing strategy can also affect the confectionery purchase of consumers with involvement different levels. For example, consumers are divided into three types based on the scores of the involvement level scale. For consumers with high involvement level, they would be affected by “sense”, “feel” and “correlative” modules in experiential marketing and “ads”, “brands” and “websites” media when buying confectionery; for consumers with mid involvement level, they would be affected by “sense” and “correlative” module and “ads”, “brands”, “spatial” and “people” media; for consumers with low involvement level, they would be affected by “think”, “act” and “correlative” module and “ads”, “websites” media. And using the experiential marketing strategy can also enhance the loyalty of consumers who but confectionery, that is, “sense”, “feel”, “think”, “act” and “correlative” modules in experiential marketing and “ads”, “brands”, “spatial”, “websites” and “people” media in experiential media can affect consumer loyalty. Therefore, it can be suggested that the confectionery industry can make experiential marketing mix for consumers with different involvement levels so as to make strategies that can affect consumer loyalty. |
