本研究旨在探討關係行銷和體驗行銷的有效性。除此之外，探索知覺價值、知覺風險和購買意圖之間的關係也是本研究目的之一。本研究採問卷調查法蒐集相關實證資料，並以具有消費經驗的顧客作為主要研究對象，並請受測者以過去印象最深之消費經歷作為各題項內容之填答基礎。本研究使用多變亮分析方法包括描述性統計分析、因素分析、信度分析、SEM和fsQCA。 而結果表明，關係行銷和體驗行銷對知覺價值和知覺風險皆有顯著影響。此外，知覺價值和知覺風險也會對購買意圖產生重大的影響。根據fsQCA結果顯示，有四種因果配置被認為能夠滿足高的購買意圖。
This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention. fsQCA display that there are four causal configurations found to be sufficient for high purchase intention.
