体验营销中消费者情感体验的测量方法综述

A Review of Measurement Methods for Consumer Emotional Experience in Experiential Marketing

体验经济是当下经济社会发展的必然趋势,而与之相伴的体验营销,同样也是新时代营销方式的重大创新。其中,情感体验是更好地开展体验营销的核心与关键,但目前有关体验营销的研究中情感体验部分缺少可量化分析的指标。因此,本文先是阐述了体验营销的相关概念;接着分析了情感体验对于体验营销的重要作用。之后从情感体验的测量方法出发,介绍了自我报告、生理测量、行为观察这三类情感测量方法,并具体分析其使用场景。最后对全文进行总结。

Experience economy is an inevitable trend in current economic and social development, and accompanying it is experiential marketing, which is also a significant innovation in the marketing methods of the new era. Among them, emotional experience is the core and key to conducting experiential marketing more effectively, but currently, there is a lack of quantifiable indicators in the emotional experience part of research on experiential marketing. Therefore, this article first expounds on the relevant concepts of experiential marketing, then analyzes the important role of emotional experience in experiential marketing. From there, it starts with the measurement methods of emotional experience, introducing self-report, physiological measurement, and behavioral observation as three types of emotional measurement methods, and specifically analyzing their usage scenarios. Finally, a summary of the entire article is provided.