從2014年開始的彩色路跑 Color Run，台灣開始吹起路跑風潮，一年所舉辦的路跑活動大大小小超過400場，對於許多企業來說是增加曝光率、知名度的好機會，對於消費者而言，參加路跑活動、喜歡跑步的人會購買相關的運動配備，尤其對於運動品牌來說路跑所使用的衣服、短褲、配件、跑鞋等等，皆是龐大的商機，而對運動企業而言，是最直接讓消費者了解品牌運動商品的管道、提升消費者對於企業的熟悉度、發掘消費者的需求的好機會，使消費者在未來要做運動商品購物決策時，可以將品牌的商品納入考量，購買相關的產品，成為忠實顧客。
在參與路跑活動時，不只是路跑活動，動線設計、音樂、路跑用品等等，能夠讓消費者滿意的參與全程，留下良好的印象，創造深刻的體驗活動，而運動企業最主要的評斷活動效益的方式為:吸引人數數量、曝光率、成本等等，但最主要的後續購買意願，運動企業是無法評估的，本研究主要研究目的也在於此，試圖了解參與路跑活動過後的消費者，對於企業商品的購買意願是否能夠有正向影響，本研究參考了體驗行銷理論以及消費者購買行為理論建構起本研究之架構，探討消費者參與體驗行銷路跑活動後，是否會因為顧客忠誠度，對購買意願造成影響。此外，討論消費者知覺風險對於購買意願的影響，是否造成消費行為的轉變，以及顧客忠誠度對於知覺風險的影響，在模型中探究變數彼此之間的關係。
運動品牌企業可以透過本篇研究的結果，了解對於增強購買意願，企業所必須著重體驗行銷的重點，並從中發展出可以直接、間接提升購買意願的行銷策略方式，提升舉辦路跑活動的效益與成功機率，舉辦路跑體驗活動對於運動品牌企業來說，可以增加顧客忠誠度、降低知覺風險、提升購買意願。

In the beginning of 2014, Color Run led to Road running mania. There are more than 400 running activity are held in Taiwan. For many companys, running ativity is a great opportunity to increase exposure rate and shorten the distance with customers. For customers who like to go jogging or road running, they will purchase a variety of
equipments, which is a huge business opportunity. Sport companys can cultivate or create customer’s needs by holding running activities and marathon, making participants becomes loyal customers.
Running activities can create unforgettable memories for the participants, which will lead to posivitive attitude toward company. However, sport companys can not calculate the direct benefit of holding running, and put a great deal of cost and time to arrange all the details. In this research, trying to realize the relationships between e xperiential marketing, customer’s loyalty, perceived Risk and purchase Intention. Also, we analyze the case study of NIKE to make this research more persuasive.
In this research, this research proves the relationship between four different variables. What’s more, sport companys can find out the solutions to arrange running activities and enhance the possibility to success. After analyzing the date, customer’s loyalty will have mediation effects on experiential marketing and purchase intention. Experiential marketing should focus on Sensory experiences, Creative Cognitive Experiences and Social-identity Experiences. By doing this, sports company can create the direct benefit: Purchase Intetion effectively.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 ix
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的 3
第三節 研究範圍與限制4
第二章 文獻探討 5
第一節 體驗行銷 5
第二節 體驗顧客忠誠度7
第三節 知覺風險 8
第四節 購買意願 10
第五節 本章小結 11
第三章 研究方法 12
第一節 研究範圍與對象12
第二節 研究架構 12
第三節 研究假設 13
第四節 研究變數與操作性定義與評量17
第五節 研究方法 18
第六節 資料處理與分析21
第四章 實證分析 24
第一節 樣本結構敘述與變數基本分析24
第二節 體驗行銷對顧客忠誠度、購買意願之影響32
第三節 驗證顧客忠誠度、知覺風險的中介效果41
第五章 結論與建議50
第一節 結論50
第二節 建議54
第三節 管理意涵 56

參考文獻57
附錄─本研究問卷60

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網路部分
中華民國路跑協會http://www.sportsnet.org.tw/