在網路發展下的幾十幾年，網路已經融入每個人的生活中，網購各種商品已是稀鬆平常的事情，尤其近年來，因行動裝置的掘起也帶動新起的網購戰局，但在購買前(尤其是高單價3C產品)民眾往往會先參考他人的使用狀況和評價來當作購買前的依據，這也產生了所謂的展示廳現象(Show rooming)和反展示廳現象 (Web rooming)的一種新型態購買模式，因此如何讓消費者能在網路上就能夠擁有像是實際體驗的感受就顯得相當重要，而體驗行銷即是一關鍵。
在邁向物聯網時代的今日，單靠以往傳統產品行銷的方式已然無法滿足現今消費者與商品行銷的需求，而體驗行銷則試圖延伸以往傳統行銷上只追求功能和性能的刻板概念並進一步的導入消費者心理層面上的感性需求，使得消費者即使沒能夠親手使用到產品本身但卻依然能增加其購買意圖。因此本研究以「手機王」網站為例，探討使用者對該網站之體驗行銷、知覺價值、知覺風險、知覺品質、購買意圖的關係。針對有使用過「手機王」網站之使用者為主要研究對象，經由相關文獻擬定問卷後，採用問卷調查法，有效問卷計238份。
結果顯示，知覺品質和知覺價值無論是在中介上或是對購買意圖之影響上皆有非常高的解釋力，尤其是對使用者的知覺品質影響度最大、知覺價值次之。因此，對於知覺品質方面，建議相關網站可配合體驗行銷之構面來追求網站品質(包含服務的穩定及頁面的設計)，此外也應以專業及權威來作為目標，並依此標準去衡量產品，讓使用者信服而對網站產生信賴感和權威印象；知覺價值則是配合體驗行銷之構面加強與使用者之互動，為使用者創造更多感官上之感受和更多元的使用者經驗。

After decades of development under the network, internet has been integrated into the lives of everyone, all kinds of net purchase of goods are also just a normal thing, In recent years, the rise of mobile devices lead to the new business opportunities, but before purchasing(especially in high-priced products), people tend to make reference of others evaluation as the basis for pre-purchase, this causes a new buying pattern that called “Show rooming” and “Web rooming”, therefore, it's important to make consumers to feel real experience of shopping in the internet just like reality, “Experiential Marketing” is the key.
In the Era of the Internet of Things(IoT), just rely traditional marketing has been unable to meet today's consumers and needs of commodity marketing, instead, experiential marketing try to extension the traditional marketing, not only pursuit in performance but also focused on consumers emotional demands, it allows consumers even can't personally to use the product but still can increase their purchase intention. In this study, the website of Sogi as an example, to explore the users experiential marketing, perceived value, perceived risk, perceived quality and purchase intention in website of Sogi. For the users who ever used the website of Sogi, through relevant literature and adopted the questionnaire, 238 valid questionnaires were been collected.
The results show, perceived value and perceived quality have higher explanatory in mediation and purchase intention, especially the perceived quality is the greatest  influence for the users, perceived value is the second. Therefore, for the perceived quality, recommend related sites can be used with Strategic Experiential Modules to pursue the site quality(it includes stability and page design) and be a professional and authoritative as target, using this standard to measure product, so that will be able to make the user feel trust and authority; For the perceived value, can be used with Strategic Experiential Modules to strengthen interaction with the user, create more sensory experience of the user as well as more diversified user experience.

目錄
 第一章　緒論	1
第一節	研究背景與動機	1
第二節	研究目的與問題	4
第三節	研究流程	4
 第二章　文獻探討	6
第一節	體驗行銷	6
第二節	知覺價值	18
第三節	知覺風險	23
第四節	知覺品質	27
第五節	購買意圖	32
 第三章　研究方法	35
第一節	研究假說	35
第二節	研究架構	38
第三節	研究變數操作型定義與衡量	39
第四節	研究樣本	54
第五節	研究分析方法與工具	54
 第四章　資料分析	57
第一節	前測	57
第二節	正式施測	58
第三節	樣本資料分析	58
第四節	構面之敘述性統計分析	60
第五節	信度分析	64
第六節	相關分析	66
第七節	迴歸分析	67
第八節	獨立樣本t檢定	78
第九節	單因子變異數分析(ANOVA)	80
 第五章　研究發現與討論	85
第一節	研究發現	86
第二節	中介變項	90
 第六章　結論與建議	93
第一節	管理實務意涵	93
第二節	研究限制與建議	95
參考文獻	97
附錄	106

表目錄
表 2 1經濟型態的演進過程	8
表 2 2傳統行銷與體驗行銷之差異	11
表 2 3策略體驗模組	13
表 2 4體驗媒介種類與型式	14
表 2 5國內體驗行銷實體活動應用之相關研究	16
表 2 6國內體驗行銷網路應用之相關研究	17
表 2 7國內知覺價值應用之相關研究	21
表 2 8國內知覺價值網路應用之相關研究	22
表 2 9國內知覺風險應用之相關研究	25
表 2 10國內知覺風險網路應用之相關研究	26
表 2 11國內知覺品質應用之相關研究	30
表 2 12國內知覺品質網路應用之相關研究	31
表 2 13國內有關網路購買意圖之相關研究	33
表 2 14國內有關體驗行銷對網路購買意圖之相關研究	34
表 3 1 本研究之研究假設	38
表 3 2體驗行銷構面衡量表	39
表 3 3知覺價值五構面	41
表 3 4知覺價值四大構面	42
表 3 5知覺價值題項	42
表 3 6知覺價值四構面	42
表 3 7知覺價值五構面	43
表 3 8知覺價值構面衡量表	43
表 3 9知覺風險題項	46
表 3 10知覺風險構面衡量表	47
表 3 11產品知覺品質八大構面	48
表 3 12知覺品質四大構面	48
表 3 13知覺品質問項	48
表 3 14知覺品質五構面	49
表 3 15知覺品質五構面	49
表 3 16知覺品質構面衡量表	50
表 3 17知覺價值問項	51
表3 18購買意圖三構面	52
表 3 19購買意圖構面衡量表	52
表 3 20 基本資料	53
表 4 1前測之各構面信度	57
表 4 2人口統計變項統計資料	59
表 4 3「手機王網站」使用行為之統計資料	60
表4 4 各構面之平均數與標準差	61
表 4 5「體驗行銷」構面衡量題項之平均數與標準差	61
表 4 6「知覺價值」衡量題項之平均數與標準差	62
表 4 7「知覺風險」衡量題項之平均數與標準差	63
表 4 8「知覺品質」衡量題項之平均數與標準差	63
表 4 9「購買意圖」衡量題項之平均數與標準差	64
表 4 10各構面量表之信度分析	64
表 4 11各構面之相關分析	66
表 4 12各構面之相關係數表	67
表 4 13體驗行銷對知覺價值之簡單迴歸分析表	68
表 4 14體驗行銷對知覺風險之簡單迴歸分析表	69
表 4 15體驗行銷對知覺品質之簡單迴歸分析表	70
表 4 16體驗行銷對購買意圖之簡單迴歸分析表	70
表 4 17知覺價值對購買意圖之簡單迴歸分析表	71
表 4 18知覺風險對購買意圖之簡單迴歸分析表	72
表 4 19知覺品質對購買意圖之簡單迴歸分析表	73
表 4 20知覺價值、知覺風險、知覺品質對購買意圖之複迴歸分析表	74
表 4 21體驗行銷、知覺價值對購買意圖之迴歸分析表	76
表 4 22體驗行銷、知覺風險對購買意圖之迴歸分析表	77
表 4 23體驗行銷、知覺品質對購買意圖之迴歸分析表	78
表 4 24性別對各構面之t檢定表	79
表 4 25手機王網站使用行為對各構面之t檢定表	80
表 4 26年齡對各構面之ANOVA檢定分析表	80
表 4 27教育程度對各構面之ANOVA檢定分析表	81
表 4 28職業對各構面之ANOVA檢定分析表	82
表 4 29月收入對各構面之ANOVA檢定分析表	82
表 4 30手機王網站使用行為對各構面之ANOVA檢定分析表	84
表 5 1研究假設驗證結果彙整表	85

圖目錄
圖 1 1本研究之流程圖	5
圖 2 1體驗經濟的構面與類型	9
圖 2 2體驗矩陣	15
圖 2 3知覺價值原始模式	18
圖 2 4交易效用理論	19
圖 2 5消費者的價格、品質、價值認知模式	20
圖 2 6知覺品質因果模式	30
圖 2 7消費者購買決策過程	33
圖 3 1研究架構	38
圖 5 1驗證研究架構	85

一、	中文部份
1.	夏業良、魯煒譯(2003)。Pine, B. J. and Gilmore, J. H.著。體驗經濟時代，台北：經濟新潮社出版。

2.	王育英、梁曉鶯譯（2000），Schmitt, B.H.著體驗行銷。台北：經典傳訊文化。

3.	李惠惠(2011)。陸客來台觀光意象對體驗行銷、顧客價值與行爲意圖之影響，朝陽科技大學休閒事業管理系碩士班碩士論文。

4.	吳明隆(2007)。SPSS 操作與應用，問卷統計分析實務。

5.	林聖揮(2008)。體驗行銷對顧客滿意度、購買意願及產品銷售績效之影響，世新大學企業管理研究所碩士論文。

6.	袁薏樺(2003)。體驗行銷、體驗價值與顧客滿意關係之研究，碩士論文，商業自動化與管理研究所，台北科技大學。

7.	項退結譯(1989)。西洋哲學辭典。(Brugger W.原著: Philosophisches Worterbuch, Verlag: Herder)，台北，華香園。

8.	張偉斌(2011)。服務品質、體驗行銷、體驗價值對顧客滿意度之影響─以2010台北國際花卉博覽會為例，國立中正大學企業管理研究所碩士論文。

9.	資策會(FIND)。網路口碑調查。http://www.find.org.tw/find/home.aspx?page=boardandid=1133

10.	資策會(FIND)。網路口碑調查。http://www.find.org.tw/market_info.aspx?k=1andn_ID=2610

11.	趙婕甯 (2007) 。網路體驗行銷、 信任、知覺風險與購買意願關係之研究。電子商務學報，管理研究所／95／碩士。

12.	劉士豪、蔡義昌、廖秀莉。「首機網路股份有限公司-網路行銷與顧客關係」，資訊管理學報，第15卷，第2-S期，頁129-150，2008年4月。(TSSCI)

13.	劉琬菁(2014)。顧客的體驗行銷、品牌權益與顧客滿意度之研究-以酷聖石冰淇淋為例，國立高雄應用科技大學觀光與餐旅管理研究所碩士論文
二、	英文部份
1.	Aaker, D.A. (1996). Building Strong Brand. Consumer Behavior and Marketing Action, Kent Publishing Co.

2.	Abbott, L. (1955). Quality and Competition. Columbia University Press, New
York, NY.
3.	Ahtola, OlliT. (1985). Price as a Give Component in an Exchange Theoretic Multicomponent Model. Advances in Consumer Research, Thomas C. Kinnear, ed. Ann Arbor, MI: Association for Consumer Research, 11, 623-6.

4.	Alderson, W. (1957). Marketing Behavior and Executive Action, Homewook, IL: Irwin.

5.	Arnould E., Price L. and Zinkhan G. ( 2004). Consumers (2nd Ed.),
McGraw-Hill/Irwin, Boston, MA.

6.	B. J. Babin and J. S. Attaway, J. S. (2000). Atmospheric Affect as aTool for Creating Value and Gaining Share of Customer. Journal of Business Research, 49 (2), 91-99.

7.	Baron, R.M. and Kenny, D.A. (1986). "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations", Journal of Personality and Social Psychology, 51(6), 1173-1182. 

8.	Bauer, R.A. (1960). Consumer Behavi or as Risk Taking, In R. S.Hancock (Ed.), Dynamic Marketing for a Changing World, Chicago:American Marketing Association, 389-398.


9.	George E. Belch, Michael A. Belch (1999). Advertising and Promotion: An Integrated Marketing Communications Perspective, NY: McGraw-Hill Companies, Inc.

10.	Bettman, J. R. (1973). Perceived Risk and Its Components: A Model and Empirical Test. Journal of Marketing Research, 10, 184-190.

11.	Bhuian, S. N. (1997). “Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K.and France,” Journal of Quality Management, 2(2),217-235.

12.	Bolton, Ruth N. and James H. Drew (1991). A Multistage Model of Consumers Assessment of Service Quality and Value. Journal of Consumer Research, 17(4), p.375-384.

13.	Bruner, J. (1986). Actual Minds, Possible Worlds, Harvard University Free Press,
Cambridge, MA.

14.	Bruner II, G. C. and Kumar, A. (2000). Web Commercials and Advertising Hierarchy of Effects, Journal of Advertising Research, 40 (1) and (2), 35-44.

15.	Caru, A. and Cova, B. (2003). “Revisiting Consumption Experience: A More
Humble But Complete View of the Concept,” Marketing Theory, 3(2),267-286.

16.	Chaudhuri, A. (2002). How Brand Reputation Affects the Advertising-Brand Equity Link. Journal of Advertising Research, 42(3), 33-43.

17.	Chen, Z. and Dubinsky, A. J. (2003). “A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation”, Psychology and Marketing, 20(4), 323-347.

18.	Cox, D. F. (1967). Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, MA.

19.	Cuieford, J. P. (1965). Fundamental Statistics in Psychology and Education, 4th Edition, New York, NY: McGraw-Hill.


20.	Cunningham, S. M. (1967). The Major Dimensions of Perceived Risk. In D. F. Cox.(ed.), Risk-Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press.

21.	Dean, D. H. and Biswas, A. (2001). Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services. Journal of Advertising, 30(4), 41-57.

22.	Dickson, P. R. and Sawyer, A. G. (1990). The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing, 54, 42-53.

23.	Dodds, W. B., Monroe, K. B. and Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, 28(3), 307-319.

24.	Dowling, G. R. and R. Staelin (1994). “A Model of Perceived Risk and Intended
Risk-Handling activity,” Journal of Consumer Research, 21, 119-134.

25.	Engel, J. F. and Blackwell, R. D. (1984). Consumer Behavior, Dryder Press.

26.	Engel, J. F. and Blackwell, R. D. and Miniard, P. W. (1995). Consumer Behavior (8th ed.).New York, NY : Dryden Press.

27.	Engel, J. F., Blackwell, R.D. and Miniard, P.W. (1984). Consumer Behavior, Hwa-Tai Bookstore, Taipei, 1990.

28.	Forsythe, S. M., and Shi, B. (2003). Consumer patronage and risk perceptions in 
Internet shopping.Journal of Business Research,56(11), 867-875.
29.	Gartner (2014). Gartner Says Sales of Smartphones Grew 20 Percent in Third Quarter of 2014. Retrieved October 21, 2014 from the World Wide Web: http://www.gartner.com/newsroom/id/2944819.

30.	Garretson, J. A. and Clow, K. E. (1999). The Influence of Coupon Face Value on Service Quality Expectation, Risk Perceptions and Purchase Intentions in the Dental Industry. The Journal of Service Marketing, 13(1), 59-70.

31.	Garvin, D. A. (1983). Spin-Offs and the New Firm Formation Process. California Management Review, 25 (2), 3-20.
32.	Grewal, D., Monroe, K. B. and Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59. 
33.	Grewal, D., Krishnan, R., Baker J. and Borin, N. (1998). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions, Journal of Retailing, 74(3), 331-352.

34.	Holbrook, M. B. (2000). “The Millennial Consumer in the Texts of Our Times:
Experience and Entertainment,” Journal of Macromarketing, 20,(2), 178-192.

35.	Holbrook, M. B. and Hirschman, E. C. (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, Vol. 9(2), 132-140.

36.	Holbrook, M. B. and Corfman, K. P. (1983). Quality and Value in the Consumption Experience: Phaedrus Rides Again. In Jacoby, J., and Olson, J. (Eds.), Perceived Quality(31-57). Lexington, MA : Lexington Books.

37.	Jacoby, J. and Kaplan L. B. (1972). “The Components of Perceived Risk,” Proceedings of the Third Annual Conference, Ann Arbour, MI,Association for Consumer Research, 382-393.

38.	Joy, A. and Sherry, J. F. (2003). “Speaking of art as Embodied Imagination: A
Multisensory Approach to Understanding Aesthetic Experience,” Journal of
Consumer Research, 30(2), 259-282.

39.	Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika, 39(1), 31-36.

40.	Kelly, J. R. (1987). Freedom to Be: A New Sociology of Leisure, MacMillan,
New York, NY.

41.	Klein L.R. (1998). Evaluating the Potential of Interactive Media Through a New Lens: Search versus Experience Goods, Journal of Business Research, 41 (3), 195-203.


42.	Kotler, P. (2003). Marketing Management:Analysis, Planning, Implementation and Control (11th ed.). Upper Saddle River, NJ : Prentice Hall Inc.

43.	Kotler, Philip (1997). Marketing Management: Analysis, Planning, Implementation,and Control, 9th ed. (Upper Saddle River, NJ: Prentice Hall)

44.	Krimani, A and Zeithaml, V. A. (1993). Advertising, Perceived Quality, and Brand Image, in Aaker, David A. and Alexander L. Biel, eds., Brand Equity and Advertising: Advertising’s Role in Building Strong Brand, Lawrence Erlbaum Associates, Inc., 143-161. 

45.	Lovelock, C. H. (2001). Services Marketing, 4th Edition, USA, Hall International.

46.	Lutz, R. (1986). Quality is as Quality Does: An Attitudinal Perspective on Consumer Quality Judgments, Presentation to the Marketing Science Institute Trustees. Massachusetts: Cambridge.

47.	Maoyan, Zhujunxuan and Sangyang (2014). Consumer Purchase Intention Research Based on Social Media Marketig. International Journal of Business and Social Science, 5(10(1)); September 2014.

48.	McKenna R. (1997). Interactive Marketing, Harvard Business School Press, Boston: MA.

49.	Mckain, S. (2005). What Customers Really Want. Thomas Nelson.

50.	McLuhan, M. (2000). Understanding Media： The Extensions of Man, London: Rutledge.

51.	Miyazaki, K. and Fernandez, S. (2001). Consumer Perception of Privacy and Security Risks for Online Shopping, Journal of Consumer Affairs, 35, 27-44.

52.	Monroe, K. B. and Krishnan, R. (1985). “The Effect of Price on Subjective Product Evaluations, in Perceived Quality, ” J. Jacoby and J. Olson. eds., Lexington, MA: Lexington Books, p.209-232.

53.	Norris, R. T. (1941). The Theory of Consumers Demand. New Haven, CT：Yale University Press.

54.	Opinion Research Corporation (2008). Online Consumer Reviews Significantly Impact Consumer Purchasing Decisions. Retrieved December 05, 2010, from http://www.opinionresearch.com/fileSave/Online_Feedback_PR_Final_6202008 .pdf

55.	Parasuraman, A., V. A. Zeithaml, and A. Malhotra (2005). “E-S-QUAL—a Multiple-Item Scale for Assessing Electronic Service Quality.” Journal Service Research, 7(3), 213–33.

56.	Parasuraman, A. and Grewal, D. (2000). “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda,” Journal of the Academy of Marketing Science, 28(1), 168-174.

57.	Peter, J.P. and M.J. Ryan. (1976). An Investigation of Perceived Risk at the Brand Level. Journal of Marketing Research, 13(2), 184-188.

58.	Peter and Tarpey (1975). “A Comparative Analysis of Three Consumer Decision Strategies” ,Journal of Consumer Research, 2(1), 29-37.

59.	Petrick, J. F. (2002). “Development of Multi-Dimensional Scale for Measuring the Perceived Value of a Service,” Journal of Leisure Research, 34 (2), 119-134.

60.	PineⅡ, B. J. and Gilmore, J. H. (1998). “Welcome to the Experience Economy,”Harvard Business Review, 76(4), 97-105.

61.	Pine, B.J. II and Gilmore, J.H. (1999). The Experience Economy. Boston: Harvard Business School Press.

62.	Roselius, T. (1971). “Consumer Rankings of Risk Reduction Methods,” Journal of Marketing, 35, 56-61.

63.	Schembri, S. (2002).Service Quality and the Consumer’s Experience: Towards an Interpretive Approach. Marketing Theory.


64.	Schmitt, B. H. (1999). Experiential Marketing：How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand, New York：Free Press.

65.	Schiffman, L.G. and Kanuk, L.L. (2000). Consumer Behavior. New York: Prentice Hill.

66.	Sheth, J. N., Newman, B. I. and Gross, B. L. (1991). Why We Buy What We
Buy: A Theory of Consumption Value. Journal of Business Research,22.159-170.
67.	Sinha, I. and Batra, R. (2000). “Consumer-Level Factors Moderating the Success of Private Label Brands.”Journal of Retailing, 76(2), 175-191.

68.	Slater, S. F. and Narver, J.C. (2000). "Intelligence Generation and Superior Customer Value", Journal of the Academy of Marketing Science, 28 (1), 120-8.

69.	Spears, N. and Singh, S.N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.

70.	Steenkamp, J-B. E. M. (1990). “Conceptual Model of the Quality Perception Process”, Journal of Business Research, 21(4), 309-333.
 
71.	Sweeney, C. J. and Soutar, G. N. (2001). Consumer Perceived Value: The Development of Multiple Item Scale. Journal of Retailing, 77(2), 203-221

72.	Thaler and Richard. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4(Summer), 199-214.

73.	Tslotsou, R. (2006). "The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions", International Journal of Consumer Studies, 30(2), 207-217, 2006.
	
74.	Woodruff, R. B., Gardial, S. F. (1996). Know Your Customer: New Approaches to Customer Value and Satisfaction, Blackwell Publishers, Cambridge, MA.



75.	Williams, A. (2006). Tourism and Hospitality Marketing: Fantasy, Feeling and Fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495.

76.	Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of marketing, 52, 2-22.