五感，知覺消費者利益與美好體驗關聯之實證研究—以咖啡消費為例

Abstract

自2005 Martin Linstorm 主持大型感官體驗研究後，感官對美好體驗的影響一時成為顯學。然而，探討其中介變數的文獻卻很少或是莫衷一是。本研究期以消費者利益統合歸納大部份過去文獻五感對美好體驗的中介變數，並且提供管理者在制定感官體驗行銷定位時一個參考的依據。本研究在大陸北京十家星巴克共取得498份有效問卷，實證結果支持五感透過三種消費者利益(功能性利益、感性利益、自我表現利益)對美好體驗產生正面影響。本研究亦依據研究結果給與星巴克與管理者感官體驗定位之建議。

Since the Five-Sense Study held by Martin Linstorm on 2005, the relationship between Senses and Great Experiences has become a popular research topic. However, there’s only limited amount of studies or even none on the mediator related fields. This study is to apply the theory of Consumer Benefits and generalize the findings around mediators of Five-Sense/Great Experience from previous studies, also to provide a basis of reference for marketers on Sensual Experiencing Marketing positioning strategies. Researcher of this study collected 498 valid questionnaires from 10 Starbucks stores in Beijing China. The result supports the assumption that Five-Sense would generate positive influences on Great Experience via 3 consumer benefits (Functional Benefit, Emotional Benefit and Self-Expressive Benefit). This study also provides Starbucks Corporate and Management the Sensual Experiencing Marketing positioning strategies based on the research results.