探索餐飲業之體驗行銷

Abstract

本研究以Schmitt(1999)的體驗策略模組爲概念性架構，星巴克咖啡公司的消 費者爲訪談對象，從質性角度探討消費者在感官、情感、思考、行動、與關聯體驗的具體內涵。深度訪談之內容分析發現，消費者在星巴克咖啡門市的感官體驗以視 覺部份爲主；情感體驗中以消費情境爲最重要；在思考體驗中，星巴克咖啡公司帶給消費者的思考體驗屬於刺激部份爲主，即創造出可以激發消費者討論的事件；在 行動體驗中，消費者以身體的感受爲主；關聯體驗上，消費者到星巴克消費，是認爲星巴克咖啡公司是一個充滿人文氣息的地方，他們藉由到星巴克咖啡門市消費， 形成品牌社群，從中得到群體歸屬感以及社會識別的自我概念。最後，本研究提出七項研究命題以供後續學者進行量化研究，驗證餐飲業體驗行銷的理論。

This qualitative study applied the Strategic Experiential Module proposed by Schmitt (1999a) to explore the specific content of consumers' experiences of SENSE, FEEL, THINK, ACT, and RELATE when they consumed in the Starbucks Coffee Company. Thirty consumers were involved in the in-depth interview. The results of content analysis showed that the SENSE experience mainly depended through consumers' eyes, while FEEL experience was created by store environment. THINK experience in the Starbucks Coffee was brought by surprises which led to provocation. ACT experience was resulted from consumers' physical body, while RELATE generated by belongingness and social identity under the brand community. There were seven propositions established for future empirical research.