「Web 2.0」使用者在共享平台類型網站體驗行銷、體驗價值、滿意度及行為意向關係之研究—以台北市居民為例

Abstract

從2000年「.com」泡沫化之後，網際網路歷經了幾年的沉潛後，存活下來的「.com」公司慢慢摸索出新的網站經營模式，而在2003年由Tim O'Reilly提出「Web 2.0」這個名詞來總括，同時網路上也出現許多符合「Web 2.0」概念的網站，並帶起一股「Web 2.0」的全球投資熱潮。而國內外關於體驗行銷之實證性研究及將體驗行銷、體驗價值、體驗滿意度與行為意向共同探討之文獻相對來說較少，而針對「Web 2.0」網站使用體驗之研究更是付之闕如，故引發本研究之動機。本研究將體驗行銷、體驗價值、顧客滿意與行為意向相互連結，並探討在「Web 2.0」共享平台類型網站中各構念間的影響關係。 本研究採取驗證性之方法，選定台北市使用「Web 2.0」共享平台類型網站使用者為抽樣對象，並利用結構方程模式(Structural Equation Model, SEM)來進行實證分析。實證分析結果為： 1.體驗行銷與體驗價值之關係 感官體驗對功能價值與知識價值有顯著正向影響；情感體驗對情感價值與社會價值有顯著正向影響；思考體驗對情感價值與社會價值有顯著正向影響；行動體驗對對功能價值、情感價值與知識價值有顯著正向影響；關聯體驗對情感價值與社會價值有顯著正向影響。 2.體驗價值與體驗滿意度之關係 功能價值、社會價值與知識價值對體驗滿意度有顯著正向影響。 3.顧客滿意度與行為意向有顯著正向影響。

The Dot-com bubble burst on March 10, 2000. After the bubble, the internet had been in the depression for years. A new kind of business model was gradually sorted out by the survival web companies. In 2003, the phrase "Web 2.0" proposed by Tim O’Reilly hints at an improved form of the World Wide Web. Many of the ideas of Web 2.0 featured on networked systems well before the term "Web 2.0" emerged. However, with reference to a comprehensive survey of the researches in the past, there is lack of researches about Experiential Marketing, Experiential Value, Customer Satisfaction and Behavioral Intention on Web 2.0 users, that is, the motive of this study. This study combines Experiential Marketing with Experiential Value, Customer Satisfaction and Behavioral Intention and discusses the relationships among different concepts from Web 2.0 Social Media users. There were users who visited Web 2.0 Social Media with valid responses to questionnaires. Data were analyzed with SEM. The results are as follow: 1.The relationship between Experiential Marketing and Experiential Value Each experiential marketing has significant postitive effect on different experiential value. 2.The relationship between Experiential Value and Customer Satisfaction Utility value, social value and knowledge value have significant positive effect on consumer satisfaction. 3.Customer Satisfaction has significant positive effect on Behavioral Intention.