臺灣博碩士論文加值系統

本研究旨在探討消費者對露營車產業體驗行銷、服務創新對再購意願之影響。採用文獻分析、問卷調查法進行調查，衡量方式採用李克特五點尺度的評價予以量化，以中國大陸之消費者為研究對象。問卷所得資料運用SPSS統計軟體進行分析，包含信度分析、效度分析、敘述性統計分析、迴歸分析、中介效果檢驗等方法。結果發現體驗行銷對再購意願顯著正向影響，服務創新對再購意願亦有顯著正向影響，另體驗行銷及服務創新對顧客滿意度亦有顯著正向關係，實證結果進一步確認顧客滿意分別為體驗行銷、服務創新對再購意願的中介變數。整體而言，本研究對露營車企業體驗行銷及服務創新提供實務之參考，鼓勵露營車企業加強擴大服務創新、並聯合增進顧客體驗過程共同來提升顧客滿意度以增加顧客再購買意願。

This study is exploring the influence of customers repurchase intention on the experiential marketing and service innovation in RV industry. The survey was conducted using literature analysis and questionnaire surveys, and the evaluation method was quantified using Likert’s five-point scale with consumers in Mainland China as the investigate object. The data obtained in the questionnaire is analyzed by SPSS, including multiple analysis methods. The results found out that experiential marketing and service innovation has significant and positive impact on repurchase intention and customer’s satisfaction, also further confirm customer satisfaction plays a mediation effect between experiential marketing, service innovation and repurchase intention. On the whole, this research provides practical reference for encourages RV companies to strengthen and enhance customer experience and service innovation to increase customer satisfaction and repurchase intention.

謝誌 I
ACKNOWLEDGEMENTS II
ABSTRACT III
中文摘要 IV
TABLE OF CONTENT V
LIST OF FIGURES VII
CHAPTER 1: INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 THE INTRODUCTION OF HYRV 5
1.3 RESEARCH OBJECTIVES 6
1.4 RESEARCH PROCEDURE 8
CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES 9
2.1 RECREATIONAL VEHICLE 9
2.2 EXPERIENTIAL MARKETING 12
2.3 INNOVATION 14
2.4 SERVICE INNOVATION 15
2.5 CUSTOMERS SATISFACTION AND REPURCHASE INTENTION 18
2.6 EXPERIENTIAL MARKETING, SERVICE INNOVATION AND REPURCHASE INTENTION 19
2.7. EXPERIENTIAL MARKETING, SERVICE INNOVATION AND CUSTOMERS SATISFACTION 20
2.8 THE MEDIATING ROLE OF CUSTOMER SATISFACTION 22
CHAPTER 3: RESEARCH METHOD 23
3.1 RESEARCH FRAMEWORK 23
3.2 RESEARCH METHOD 25
3.2.1 Research Design 25
3.3 Questionnaire Design, Sampling and Definition of Research Variables 25
CHAPTER 4: RESEARCH RESULT 30
4.1 DESCRIPTIVE STATISTICS: 31
4.2 RELIABILITY ANALYSIS 36
4.3 VALIDITY ANALYSIS 37
4.4 CORRELATION ANALYSIS: 40
4.5 REGRESSION ANALYSIS AND MEDIATION EFFECT 41
4.5.1. The relationship between HYRV’s experiential marketing, service innovation, and repurchase intention 41
4.5.2. The relationship between HYRV’s experiential marketing, service innovation, and customer’s satisfaction 42
4.5.3. The Mediating Role of Customer Satisfaction 43
CHAPTER 5: CONCLUSIONS AND DISCUSSION 46
5.1 DISCUSSION 46
5.1.1 The impact of experiential marketing and service innovation on repurchase intentions 47
5.1.2 The impact of experiential marketing and service innovation on customer satisfaction 47
5.1.3 Mediation effect of customer satisfaction 48
5.2 THEORETICAL AND PRACTICAL IMPLICATIONS 49
5.3 LIMITATIONS AND FUTURE DIRECTIONS 51
REFERENCES: 53
APPENDIX： 57

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