以體驗行銷觀點探討網路國民服飾lativ顧客滿意度與忠誠度之研究

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Title:	以體驗行銷觀點探討網路國民服飾lativ顧客滿意度與忠誠度之研究
Authors:	吳玫瑩 Wu, Mei Ying
Contributors:	資訊管理學系 Information Management
Keywords:	體驗行銷;策略體驗模組;顧客滿意度;顧客忠誠度 experiential marketing;strategic experiential modules;customer satisfaction;customer loyalty
Date:	2013
Issue Date:	2014-06-27 01:24:01 (UTC+8)
Abstract:	在現今網際網路蓬勃的發展下，現代人的生活愈來愈依賴網路，而購物網站亦如雨後春筍般的開設，業者面對如此龐大的商機，該如何搶食這塊大餅，擺脫激烈的競爭，進而贏得大眾的青睞，將是業者最關心的課題。而根據Pine and Gilmore(1998)指出：「二十一世紀已進入體驗經濟時代，未來行銷戰場將集中於消費體驗之建立」。因此，本研究主要以Schmitt(1999)所提出的體驗行銷之策略體驗模組(Strategic Experiential Modules, SEMs)為研究架構，包括感官、情感、思考、行動與關聯 With the rapid development of the Internet, people have become more reliant on Internet services, and the number of online stores has also grown exponentially. How to seize this tremendous business opportunity and win consumer trust and satisfaction amid
Appears in Collections:	[Department of Information Management] Seminar Papers

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