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驳二艺术特区体验行销与重游意愿之研究

【中文摘要】:近年来,政府大力推动且支持文创产业,期望增加更多创作人才并且深化国民对艺文的

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重视程度。随着生活型态及消费习惯的改变,民众开始追求事业工作及生活品质之间的平衡,从事观光休闲以及艺文活动的人口逐年上升。众多的艺文展演场所中,属驳二艺术特区最为特别,不仅提供展演空间,临近高雄港及旧铁道的地理环境规划,使其兼具观光游憩场所。现今行销手法已开始导向体验行销,体验是一种生活上随时可以实践的感觉,一种贴近并感动人心的概念,具有商品化特质的艺文消费活动要更有品质且富有能量的呈现,则必须讨论其相关体验行销策略。
本研究认为体验行销能带给消费者独特的消费经验,因此以体验为主轴,针对曾去过驳二艺术特区的艺文活动消费者是否会受到体验行销及购买动机的影响进而增加满意度以及重

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游意愿。并且将消费者特质纳入考量,欲了解消费者的体验情绪及人格特质是否会产生干扰效果。本研究共回收650份有效样本,透过阶层迴归分析后发现体验行销及购买动机可以正向且显着的影响重游意愿,而满意度在其中具有部分中介的效果。
本研究发现,驳二之消费者对于感性面的体验行销手法,如感官行销、情感行销、关联行销,有较佳的满意度;反之理性面的体验行销手法,如思考行销及行动行销,消费者无法感受到业者的行销策略,故无法正向增加满意度。故本研究建议驳二特区之业者应加强感性面的体验行销手法,如感官行销、情感行销、关联行销。使消费者能感受到适度的情绪刺激以加强体验感受、或以驻点艺术家的方式拉近消费者与艺术家之间的社会连结。
【英文摘要】:In recent years, the Taiwanese Government encourages and supports to the cultural and creative industries for the expecting to develop more creative talents and citizens. As the change of lifestyles and consumer behaviors, people embark to seek to the balance between career and living qualities. The people who attend the sightseeing and artistic activities are increasing year by year. The Pier-2 Art Centre is also a sightseeing and leisure place which is near to Kaohsiung Harbor and old railway, therefore, not only for artistic activities but also a leisure place make Pier-2 Art Centre unique among the numerous exhibition places. The market strategies nowadays are driven to experiential marketing. Experience works and touches people every time and everywhere. If we expect artistic activities can present as better as dynamic, the issue of experiential marketing is worthy to discuss.
The study considers that experiential marketing makes consumers some special experiences

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. Therefore, the research model combines experiential marketing, purchase motivations, satisfaction and revisit intention, moreover, the model adopt the consumer traits into the research including experience emotions and consumer personality. The samples are 650 collected by convenience sampling. Through the analysis of hierarchical regression, we can test the effect of experiential marketing, purchase motivation, and revisit intention; the mediator effect of satisfaction and the moderator effect of experience emotions and consumer personality. The result shows that experiential marketing and purchase motivation are positive and significant to revisit intention, and satisfaction has partial mediator effect.
The study finds that the consumers of Pier-2 Art Centre have the greater satisfaction to the emotional factor of experiential marketing strategies, including sense, feel and related marketing. As to the rational factor of experiential marketing strategies, including think and act marketing which cannot enhance the satisfaction. Thus, the study suggests the business should use more emotional-related marketing strategies, and make consumers feel the appropriate feeling stimulation. For example, to invite artists in resident to Pier-2 Art Centre is a way to make strong ties among artists and consumers.
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  • 来源:中山大学;作者:林婉庭
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