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研究生:詹育忠
研究生(外文):Chan, Yu-Chung
論文名稱:消費者體驗行銷、目的地意象與滿意度之研究:以消費者生活型態為干擾變數
論文名稱(外文):The study of the relationship among experiential marketing, destination image, satisfaction for consumers: The moderating role of consumers life style
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Ho, Yung-Ching
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:92
中文關鍵詞:體驗行銷目的地意象消費者滿意度消費者生活型態
外文關鍵詞:experiential marketingdestination imageconsumers satisfactionconsumer life style
相關次數:
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體驗行銷是二十一世紀後的行銷趨勢,企業應為消費者創造一個有價值的體驗,並塑造獨特的目的地意象,以增進顧客滿意度。現代人越來越重視休閒活動,不同之生活型態族群對於體驗到相同事物影響其滿意度也會有所不同。此份問卷主要目的為探討消費者體驗行銷、目的地意象與滿意度之研究,並以消費者生活型態為干擾變數
本研究以造訪過休閒農場之遊客為例。一共發出350份問卷,回收303份有效問卷,有效回收率達86.7%,並使用敘述統計分析、信效度分析、因素分析、集群分析及階層迴歸分析進行資料分析。
研究發現:體驗行銷與滿意度呈現顯著之正向關係;目的地意象與滿意度亦呈現顯著之正向關係;體驗行銷與顧客滿意度之間的關係會受到消費者生活型態調節效果之部份顯著影響;目的地意象與顧客滿意度之間的關係會受到消費者生活型態調節效果有顯著影響。
Experiential marketing research has been one of the most important marketing fields in the 21st century. An enterprise has to create a valuable experience for their consumers and to build a unique destination image in order to create higher degree of the customer satisfaction. In addition, people pay more attention to leisure activities. Nowadays, different life style groups who experience the same thing will have different level of consumer satisfaction. And the purpose of this study is discussing the relationship among experiential marketing, destination image with consumer satisfaction, and the moderating role of consumer life style.
The samples of this study were collected from the tourist who have visited leisure farm. Altogether sends out 350 to ask the volume, recycles 303 effectively to ask the volume, the effective returns-ratio 86.7%, and using descriptive statistics, reliability analysis, validity analysis, factor analysis, cluster analysis and hierarchical regression.
The findings of this study are: 1. experiential marketing has significant positive effect on consumer satisfaction; 2. destination image has significant positive effect on consumer satisfaction; 3. the relationship between experiential marketing and consumer satisfaction will be partially moderated by consumer life style; 4. the relationship between destination image and consumer satisfaction will be moderated by consumer life style.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... vii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與目的............ 3
  第三節  研究範圍與對象............ 4
第二章  文獻探討................. 5
  第一節  體驗行銷理論............. 5
  第二節  消費者生活型態............ 10
  第三節  顧客滿意度.............. 15
  第四節  目的地意象.............. 18
第五節  休閒農場............... 20
第六節  相關文獻探討............. 26
第三章  研究方法................. 28
  第一節  研究架構............... 28
  第二節  變數定義與衡量............ 29
  第三節  研究假設............... 33
  第四節  資料分析............... 34
  第五節  樣本與資料收集............ 36
第四章  研究結果................. 38
  第一節  基本資料分析............. 38
  第二節  信度與效度分析............ 42
  第三節  研究變數間之相關分析......... 43
  第四節  生活型態之因素分析.......... 44
  第五節  生活型態之集群分析.......... 46
  第六節  體驗行銷、目的地意象對滿意度之影響.. 47
  第七節  體驗行銷、目的地意象與生活型態對滿意 
       度的影響...............
51
第五章  結論與建議................ 71
  第一節  研究發現與結論............ 71
  第二節  研究限制與建議............ 72
參考文獻 ......................74
附錄  問卷................... 83
一、中文部份

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林梓聯(1991),發展休閒農業的作法,收於行政院農委會編輯部編,休閒農業經營管理手冊(pp. 4-10),台北:行政院農委會。

邱浩政(2006),量化研究與統計分析,台北:五南書局。

俞龍通(2004),從創造體驗的觀點論休閒農業的經營策略,育達商管學報創刊號,225-238。

段兆麟(2007),台灣休閒農業發展的回顧與未來發展策略,農政與農情,177,65-70。


洪勝鴻(2004),體驗行銷與關係行銷對顧客價值及顧客滿意影響之研究,高雄應用科技大學未出版之碩士論文。

胡安華(1995),滿意度模式與滿意度構面確認之研究,交通大學工業工程研究所未出版之碩士論文。

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二、英文部分

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Berman, B., & Evans, J. R. (1982). Marketing. New York: Macmrillian Publishing Co., 189-193.

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Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the lower rio grande valley. Journal of Travel Research, 30(2), 10-16.

Folks, V. (1988). Recent attribution research in consumer behavior: A review and new direction. Journal of Consumer Research, 548-561.


Forum Corporation. (1989). Service breakthrough. New York: The Free Press.

Frank, R. E., Massy, W.F., & Wind , Y. (1972). Market segmentation. Englewood Cliff: Prentice-Hall Inc, 25-29.

Gartner, W. (1993). Image formation process. Journal of Travel and Tourism Marketing, 2(3), 191-215.

Hawkins, D. I., Best, R. J., & Coney, K. A. (1995). Consumer behavior: Implication for marketing stategy. 6, Irwin, Inc., 28.

Holbrook, M., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.

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Kelly, G. A. (1955). The theory of personal constructs. New York: Norton.

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Kelly, J. R. (1996). Leisure. Boston: Allyn & Bacon.

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Kraus, R. G. (1990). Recreation and leisure in modern society. New York: Harper Collins.

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Mano, H., & Oliver, R. L. (1993). Accessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20, 451-466。
Moutinho, L. (1987). Consumer behavior in tourism. European Jour-nal of Marketing, 21(10), 5-44.

Novak, E. (2002) Does satisfaction pay? Public Utilities Fortnighly, Arlington, 76(7), 34-39.

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Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience Economy. Harvard Business Review, 76(4), 97-107.

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