摘要
本研究以依附理論及品牌忠誠理論探討體驗行銷、品牌依附以及品牌形象對品牌忠誠之影響。本研究採面對面方式，共回收有效樣本254份，有效回收率為84.7%，無反應偏差及同源偏差之檢驗並無發現嚴重問題。以SmartPLS統計軟體驗證假設，研究結果發現，體驗行銷對品牌依附的自我連結及顯著連結皆有顯著正向影響，品牌依附的自我連結及顯著連結對態度忠誠皆有顯著正向影響，態度忠誠對行為忠誠具顯著正向影響，品牌依附的自我連結及顯著連結乃體驗行銷與態度忠誠之中介變數，態度忠誠為品牌依附的自我連結及顯著連結與行為忠誠的中介變數，而品牌的功能形象對顯著連結與行為忠誠有負向干擾效果。最後提出理論意涵與管理意涵及未來研究方向。
關鍵詞：體驗行銷、自我連結、顯著連結、態度忠誠、行為忠誠Abstract
This study investigated the effects of experiential marketing, brand attachment, and brand image on brand loyalty by using attachment theory and brand loyalty theory. A total of 254 valid samples were collected using a face-to-face approach, with a validity rate of 84.7%. No serious problems were found in the tests for response bias and homology bias. The research used smartPLS to test hypothesis. It was found that experiential marketing has a significant positive effect on self-connection and prominence. Both of self-connection and prominence have significant positive effect on attitude loyalty. The attitude loyalty has a significant positive effect on behavioral loyalty. The self-connection and prominence have mediating effect of experiential marketing and attitudinal loyalty. Attitudinal loyalty acts as a mediating variable which exerts its effect on the relationship between self-connection and behavior loyalty. Moreover, attitudinal loyalty has a mediating effect on correlation between prominence and behavior loyalty. The functional image has a negative moderating effect on prominence and behavioral loyalty. Finally, we presented the theoretical and managerial implications and future research directions.
Keywords: Experiential Marketing, Self-Connection, Prominence, Attitudinal Loyalty, Behavioral Loyalty.