本研究以服務主導邏輯與價值共創理論所強調之互動、服務為核心，藉由體驗行銷，設計三個構面:互動體驗、美感體驗、購買意願，探討花店與顧客於互動體驗與購買意願之影響，及美感體驗時，腦波反應是否有放鬆、愉悅，同時了解互動、美感體驗後是否有觸及顧客心理，以有效提升顧客購買意願，乃是本研究的目的。以問卷、訪談及攜帶型非侵入式腦波儀來做測試，佐證狀態和效果。研究的方法:主要的研究對象是花店的顧客，問卷方式是56份，然後從中挑樣本10位做腦波測試及訪談，以做研究方向及參考，然後作探索性的歸納整理。資料的分析結果顯示，驗證問卷研究假設檢定結果H1.花店和消費者互動體驗後與購買意願的正面影響。H2.花店與消費者互動體驗後，於美學體驗上，與情緒、放鬆、愉悅的正面影響。H3花店與消費者互動體驗後，於美學體驗後，與購買意願的正面影響，檢定結果皆達顯著水準。腦波測試與三項假設檢定之結果，亦呈高度正相關。合乎水準之上，一切假設成立。研究貢獻:提供花店了解顧客購買率、目的、偏好、需求、整個購花經驗中，顧客期待店家可以提供的協助的問題之數據，及訪談上應考慮顧客的種種因素，可供後續花店經營上之根據。 This study is centered on the theory of service-dominant logic and value co-creation which emphasize the importance of interaction and service. By means of experiential marketing, customer experience has been designed in this research with three dimensions including interactive experience, aesthetic experience, and purchase intentions. The major purpose of this study is to examine the correlation between customers’ interactive experience with flower stores and their purchase intentions through aesthetic experience. It also examines whether customers’ brainwave signals reveal a relaxed and joyful feeling when having aesthetic experience. This study simultaneously explores interactive and aesthetic experiences and their influence on consumer behavior to increase customers’ purchase intentions. In achieving these goals, the research adopts questionnaire surveys, interviews, and a portable noninvasive electroencephalogram (EEG) device as tools to test on customers of a flower store. Among a total of 56 effective questionnaires, 10 random participants are chosen to give EEG examinations and interviews. The analysis of the questionnaire and EEG data shows statistical significance and strong positive correlations in terms of the following assumptions: 1) The positive influence on purchase intentions by customers’ interactive experience with the flower store; 2) The positive influence on emotion, relaxation, and delight via customers’ aesthetic experience; 3) The positive influence on purchase intentions through customers’ aesthetic experience. The results help flower stores understand customers’ purchase intentions, purposes, preferences, needs and experiences. Through the questionnaire data, flower stores realize the types of service and assistance that customers expect. The interview data also give flower stores an insight into customer requirements. This study concludes flower stores can successfully apply service-dominant logic and value co-creation and produce positive sensory experiences for customers along with physiological signals of EEG.
