探索餐飲業知體驗行銷－－星巴克咖啡公司之個案研究

Exploring Experiential Marketing in the Foodservice Enterprise — A Case Study of Starbucks Coffee

本研究以 Schmitt(1999)的體驗策略模組為概念性架構，星巴克咖啡公司 的消費者為訪談對象，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為主﹔情感體驗中以消費情境為最重要﹔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為主，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為主﹔關 聯體驗上，消費者到星巴克消費，是認為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.