臺灣博碩士論文加值系統

隨著進入體驗經濟時代，體驗已成為市場一個主流。從體驗理論觀點，認為消費者在購買產品或服務，往往透過刺激與消費者內在運作，產生消費者反應，與一連續的購買過程。即讓消費者進入一種情境，使一次消費經驗變得難忘而珍貴的回憶，進而提高消費者的滿意度，成為忠誠的擁戴者。因此，本研究以體驗經濟為理論，主要在探討休閒農場消費者體驗、體驗價值、品牌權益及行為意圖之間的關係。本文採用問卷調查之實證分析方式，針對到休閒農場的遊客進行問卷調查，以便利抽樣方式進行抽樣。共計有效問卷815份，經由結構方程式模型進行資料分析，並透過測量模式與結構模式來建立本研究之理論模式，與探討研究假設。更透過交叉效度與多群組分析，進行研究模型不變性驗證。
研究結果顯示，透過測量模式分析，可證實本研究之量表具有良好之信度與效度。透過結構模式分析，顯示在整體模型中實證結果與假說推衍大致符合。當遊客之消費者體驗認同越高，可以提升休閒農場遊客心中正面體驗價值與品牌權益。當消費者感受之整體體驗價值的評價上升時，品牌權益與行為意圖也會一起上升。品牌權益可提升遊客的行為意圖。即消費者體驗會透過體驗價值與品牌權益進而影響遊客的行為意圖。其次，不同群組並不會干擾消費者體驗的分析結果。最後，依據上述研究發現，本研究並提出建議與未來研究方向，以供實務上參考。

Since enter the experience economy, and experience has become a main stream in the market, there is a great deal of literature. From the experiential perspective, the consumer in purchasing the product or service, often times through stimulus and consumers’ internal processing, creating a consumer response, creating a consumer response. That is, can let consumers immersed in some situation, and creates memorable and valuable consumption experience. Experiences are able to improve the consumer’ satisfaction and then make them become loyal. The purpose of this study aimed to proposes a conceptual framework to explicate the causal hypotheses among consumer experiences, experiential value, brand equity and behavior intention in recreational farms. The mainly empirical study of the questionnaire survey is adopted, and is conducted to understand the tourists in recreational farms, and the method of convenience sampling is adopted. A total of 815 valid questionnaires are collected. And the data mainly is analyzed by using structural equation modeling (SEM) through measurement model and structural model to establish the theoretical model, and to examine and validate the hypothesized relationships. And this research is made up of cross-validation and multi-group analysis to determine if the measurement model is invariance verification.
The result shows that scales of this study are with good reliability and validity through the measurement model analysis. Through the structural model analysis that in the complete model, the actual results and hypothesis are similar. The findings show that all causal relationships have positive significance influence. Tourists’ consumer experience will cause consumers to change their emotions, alter their memory and create experiential value, become powerful brand equity in recreational farms. Consumer has experiential value increase can affect tourists’ brand equity, and will effectively also increase behavior intention. Consumer has brand equity will increase tourists’ behavior intention. Namely, consumer experience through experiential value and brand equity both increase, will lead to a future behavior intention, and reflecting upon consumer feel worth. Furthermore assessment of the invariance verification analysis, the results suggested that the models have stability and meet the cross variation standard, and different group variables will not affect the structural model. Finally, based on the findings of this study, and some comprehensive suggestions provide the basis for a new consumer experience model in recreational farms. In addition, can be used in subsequent research and can facilitate the recreational farms practitioners to develop more practical marketing strategies.

Abstract (Chinese) …………………………………………………… Ⅰ
Abstract (English) …………………………………………………… Ⅱ
Acknowledgements …………………………………………………… Ⅳ
Table of Contents …………………………………………………… Ⅴ
List of Figures………………………………………………………… Ⅶ
List of Tables………………………………………………………… Ⅷ
1.Introduction ……………………………………………………… 1
1.1 Research Background and Motivation …………………… 1
1.2 Research Problem ……………………………………………… 4
1.3 Research Objects ……………………………………………… 5
1.4 Research Process ……………………………………………… 6
2.Literature Review …………………………………………………… 8
2.1 Recreational Farms …………………………………………… 8
2.2 Consumer Experience ………………………………………… 18
2.3 Experiential Value ………………………………………… 37
2.4 Brand Equity …………………………………………………… 45
2.5 Behavior Intention…………………………………………… 58
2.6 The Relationship among Consumer Experience, Experiential Value, Brand Equity, and Behavior intention 63
3.Methods…………………………………………………………………… 70
3.1 Research Design ……………………………………………… 70
3.2 Research Scope and Subject ……………………………… 72
3.3 Questionnaire Design ……………………………………… 74
3.4 Sampling and Data Collection Procedure …………… 85
3.5 Data Analysis ………………………………………………… 88
4.Results and Discussion ………………………………………… 97
4.1 Descriptive Statistics Analysis……………………… 97
4.2 Structural Equation Modeling Analysis……………… 104
4.3 Invariance Verification …………………………………… 130
4.4 Findings and Discussion …………………………………… 136
5.Conclusions and Recommendations …………………………… 143
5.1 Managerial Implication …………………………………… 143
5.2 Recommendations for Future Research ………………… 146
6.References……………………………………………………………… 147
Appendix ………………………………………………………………… 165
Appendix A: Questionnaire (In English) …………………… 165
Appendix B: Questionnaire (In Chinese) …………………… 170
Biographical Sketch …………………………………………… 174

Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Aaker, D. A., &; Joachimsthaler, E. (2000). Brand leadership. New York: Free Press.
Aaker, D. A., &; Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
Abbott, L. (1955). Quality and competition: An essay in economic theory. New York: Columbia University Press.
Addis, M., &; Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behaviour, 1(1), 50-66.
Aiken, L. R. (1980). Content validity and reliability of single items or questionnaires. Educational and Psychological Measurement, 40(4), 955-959.
Aiken, L. R. (1985). Three coefficients for analyzing the reliability and validity of ratings. Educational and Psychological Measurement, 45(1), 131-142.
Ajzen, I., &; Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, New Jersey: Prentice-Hall.
Albacete-Sáez, C. A., Mar Fuentes-Fuentes, M., &; Javier Lloréns-Montes, F. (2007). Service quality measurement in rural accommodation. Annals of Tourism Research, 34(1), 45-65.
Alderson, W. (1957). Marketing behavior and executive action: A functionalist approach to marketing theory. Homewood, Illinois: Richard D. Irwin.
Anderson, J. C., &; Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Arnould, E. J., &; Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. The Journal of Consumer Research, 20(1), 24-45.
Arnould, E., Price, L., &; Zinkhan, G. (2004). Consumers (2nd ed). Boston: McGraw-Hill/Irwin.
Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin.
Avolio, B. J., Yammarino, F. J., &; Bass, B. M. (1991). Identifying common methods variance with data collected from a single source: An unresolved sticky issue. Journal of Management, 17(3), 571-587.
Babbie, E. R. (2007). The practice of social research (11th ed.). Belmont, California: Thomson Wadsworth.
Babin, B. J., Darden, W. R., &; Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Bagozzi, R. P., &; Phillips, L. W. (1982). Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 27(3), 459-489.
Bagozzi, R. P., &; Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Baker, D. A., &; Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Baron, R. M., &; Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Bengtsson, A. (2002). Unnoticed relationships: Do consumers experience co-branded products? Advances in Consumer Research, 29(1), 521-527.
Bennett, R., Härtel, C. E. J., &; McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34(1), 97-107.
Bentler, P. M. (1980). Multivariate analysis with latent variables: Causal modeling. Annual Review of Psychology, 31(1), 419-456.
Beristain, J. J., &; Zorrilla, P. (2011). The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer Services, 18(6), 562-574.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
Berry, L. L., Carbone, L. P., &; Haeckel, S. H. (2002). Managing the total consumer experience. MIT Sloan Management Review, 43(3), 85-89.
Biedenbach, G., &; Marell, A. (2010). The impact of consumer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446-458.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
Bigné, J. E., Sánchez, M. I., &; Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22(6), 607-616.
Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.
Bollen, K. A., &; Long, J. S. (1993). Testing structural equation models. Newbury Park: Sage Publications.
Bolton, R. N., &; Drew, J. H. (1991). A multistage model of consumers' assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384.
Boo, S., Busser, J., &; Baloglu, S. (2009). A model of consumer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231.
Boulding, W., Kalra, A., Staelin, R., &; Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Breckler, S. J., &; Wiggins, E. C. (1991). Cognitive responses in persuasion: Affective and evaluative determinants. Journal of Experimental Social Psychology, 27(2), 180-200.
Brown, T. A. (2006). Confirmatory factor analysis for applied research. New York: Guilford Press.
Busby, G., &; Rendle, S. (2000). The transition from tourism on farms to farm tourism. Tourism Management, 21(6), 635-642.
Butz Jr, H. E., &; Goodstein, L. D. (1996). Measuring consumer value: gaining the strategic advantage. Organizational Dynamics, 24(3), 63-77.
Byrne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Mahwah, New Jersey: Lawrence Erlbaum Associates.
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742.
Carù, A., &; Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286.
Chaudhuri, A., &; Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. The Journal of Marketing, 65(2), 81-93.
Chen, C. F., &; Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions--The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40-42.
Chen, C. H., &; Horng, S. C. (1998). The construction of consumer- based brand equity. Journal of Management, 15(4), 623-642. (in Chinese).
Chen, C. L. (1996). Development direction of Recreational agriculture. Nature Magazine, 50, 5-13. (in Chinese).
Chen, C. L. (2002). Promoting development of Recreational agriculture. National Policy Forum, 2(5), 37-43. (in Chinese).
Chen, C. L. (2012). Introduction to Recreational agriculture. (5rd ed.). Taipei: Chan-Hwa. (in Chinese).
Chen, C. L., Lee, M. C., &; Tuan, C. L. (1999). A study on marketing strategies in Taiwan Recreational agriculture. Agriculture Extension Anthology, 44, 253-260. (in Chinese).
Cheng, J. S., &; Chen, C. L. (1996). The management strategies and thinking involved for leisure farms. Chinese Journal of Agribusiness Management, 2, 123-144. (in Chinese).
Cheng, J. S., &; Lio, M. C. (2003). The construction of Taiwan's vacation lifestyle scale- A test of the reliability and validity based on multiple samples. Journal of Management, 20(6), 1221-1246. (in Chinese).
Cheng, J. S. (1998). Studies on the managerial strategies of leisure farms in Taiwan. Unpublished doctoral thesis, National Taiwan University. (in Chinese).
Cheng, J. S. (2002). A study on the market segmentation of leisure agriculture: a case study of leisure farms in I-Lan. Chinese Journal of Agribusiness Management, 8, 144-160. (in Chinese).
Cheung, G. W., &; Rensvold, R. B. (1999). Testing factorial invariance across groups: A reconceptualization and proposed new method. Journal of Management, 25(1), 1-27.
Cheung, G. W., &; Rensvold, R. B. (2002). Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Modeling, 9(2), 233-255.
Chiang, Y. C. (1999). Develop of leisure agriculture and fishery. National Chung Hsing University Agriculture, 31, 13-17. (in Chinese)
Chiou, H. J. (2006). Quantitative research and statistical analysis in social &; behavioral sciences. Taipei: Wu- Nan. (in Chinese).
Cobb-Walgren, C. J., Ruble, C. A., &; Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
Council of Agriculture, Executive Yuan (2010). Agricultural development act. Retrieved on April 10, 2012 from the World Wide Web: http://law.coa.gov.tw/glrsnewsout/englawquery.aspx.
Council of Agriculture, Executive Yuan (2012a).The development of leisure agriculture. Retrieved on April 07, 2012 from the World Wide Web: http://www.coa.gov.tw/view.php?Catid=19201
Council of Agriculture, Executive Yuan (2012b). Leisure farm have registration card and obtained the establishment permit name list in Taiwan. Retrieved on January 10, 2013 from the World Wide Web: http://ezgo.coa.gov.tw.
Cronin Jr, J. J., Brady, M. K., &; Hult, G. T. M. (2000). Assessing the effects of quality, value, and consumer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Csikszentmihalyi, M. (1990). Flow: the psychology of optimal experience (1st ed.). New York: Harper &; Row.
Cudeck, R., &; Browne, M. W. (1983). Cross-validation of covariance structures. Multivariate Behavioral Research, 18(2), 147-167.
Darnall, N., Henriques, I., &; Sadorsky, P. (2009). Adopting proactive environmental strategy: The influence of stakeholders and firm size. Journal of Management Studies, 47(6), 1072-1094.
Day, G. S. (1990). Market driven strategy: Processes for creating value. New York: Free Press.
de Chernatony, L., &; McDonald, M. (2003). Creating powerful brands in consumer, service and industrial markets (3rd ed.). Oxford; Burlington, MA: Elsevier/Butterworth-Heinemann.
de Chernatony, L., &; Riley, F. D. O. (1998). Defining a "brand": Beyond the literature with experts' interpretations. Journal of Marketing Management, 14(4/5), 417-443.
Directorate- General of Budget, Accounting and Statistics, Executive Yuan, R.O.C. (1995). Report on people's leisure life survey. Taipei: DGBAS. (in Chinese).
Dodds, W. B., Monroe, K. B., &; Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Doll, W. J., Hendrickson, A., &; Xiaodong, D. (1998). Using Davis's perceived usefulness and ease-of-use instruments for decision making: A confirmatory and multigroup invariance analysis. Decision Sciences, 29(4), 839-869.
Doll, W. J., Xia, W., &; Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS Quarterly, 18(4), 453-461.
Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing, 7(2), 5-20.
Doyle, S. (2007). The role of social networks in marketing. Journal of Database Marketing &; Customer Strategy Management, 15(1), 60-64.
Drucker, P. F. (1954). The practice of management (1st ed.). New York: Harper.
Durgee, J. F., O'Connor, G. C., &; Veryzer, R. W. (1996). Observations: translating values into product wants. Journal of Advertising Research, 36(6), 90-102.
Engel, J. F., Blackwell, R. D., &; Miniard, P. W. (1995). Consumer behavior (8th ed.). Fort Worth: Dryden Press.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24-33.
Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of Consumer Research, 14(4), 548-565.
Fornell, C. (1992). A national consumer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
Fornell, C., &; Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frondizi, R. (1971). What is value? An introduction to axiology (2d ed.). LaSalle, Illinois: Open Court Publishinh Company.
Gentile, C., Spiller, N., &; Noci, G. (2007). How to sustain the consumer experience: An overview of experience components that co-create value with the consumer. European Management Journal, 25(5), 395-410.
Gerbing, D. W., &; Anderson, J. C. (1992). Monte Carlo evaluations of goodness of fit indices for structural equation models. Sociological Methods &; Research, 21(2), 132-160.
Gobé, M. (2009). Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press.
Golob, T. F. (2003). Structural equation modeling for travel behavior research. Transportation Research Part B: Methodological, 37(1), 1-25.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., &; Tatham, R. L. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408-420.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational research methods, 1(1), 104-121.
Holbert, R. L., &; Stephenson, M. T. (2003). The importance of indirect effects in media effects research: Testing for mediation in structural equation modeling. Journal of Broadcasting &; Electronic Media, 47(4), 556-572.
Holbrook, M. B. (1994). The nature of consumer value: An axiology of services in the consumption experience. In Service Quality: New Directions in Theory and Practice, by Rust, R. T. &; Oliver, R. L., eds. Thousand Oaks, CA: Sage Publications, 21-71.
Holbrook, M. B. (1996). Consumer value -- A framework for analysis and research. Advances in Consumer Research, 23(1), 138-142.
Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. London; New York: Routledge.
Holbrook, M. B. (2000). The millennial consumer in the texts of our times: experience and entertainment. Journal of Macromarketing, 20(2), 178-192.
Holbrook, M. B., &; Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. The Journal of Consumer Research, 9(2), 132-140.
Horng, J. S., Liu, C. H., Chou, H. Y., &; Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815-824.
Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. Thousand Oaks: Sage Publications.
Hsiao, K. S., &; Chen, J. T. (2009). Development of rurality and leisure agriculture. Agricultural Extension Anthology, 54, 257-266. (in Chinese).
Hsu, H. Y., &; Tsou, H. T. (2011). Understanding consumer experiences in online blog environments. International Journal of Information Management, 31(6), 510-523.
Hwang, F. M. (2007). Structural equation modeling (5rd ed.). Taipei: Wu- Nan. (in Chinese).
Jackson, D. L., Gillaspy Jr, J. A., &; Purc-Stephenson, R. (2009). Reporting practices in confirmatory factor analysis: an overview and some recommendations. Psychological Methods, 14(1), 6-23.
Jöreskog, K. G., &; Sörbom, D. (1998). LISREL 8: Structural equation modeling with the simplis command language. Chicago, Illinois: Scientific Software International, Inc.
Joseph, J. (2010). The experience effect: Engage your consumers with a consistent and memorable brand experience. New York: AMACOM.
Joy, A., &; Sherry, J. F. J. (2003). Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research: An Interdisciplinary Quarterly, 30(2), 259-282.
Kamakura, W. A., &; Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22.
Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163-204.
Kayaman, R., &; Arasli, H. (2007). Consumer based brand equity: Evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.
Keller, K. L. (1993). Conceptualizing, measuring, managing consumer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, New Jersey: Prentice Hall.
Kim, H., &; Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549-560.
King, S. (1991). Brand-building in the 1990s. Journal of Marketing Management, 7(1), 3-13.
Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). New York: Guilford Press.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Upper Saddle River, New Jersey: Prentice Hall.
LaSalle, D., &; Britton, T. (2003). Priceless: Turning ordinary products into extraordinary experiences. Boston, Mass.: Harvard Business School Press.
Lassar, W., Mittal, B., &; Sharma, A. (1995). Measuring consumer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
Lee, C. K., Yoon, Y. S., &; Lee, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204-214.
Lee, J. S., &; Back, K. J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331-344.
Lee, M. S., Chou, J. N. &; Lin, Y. J. (2006). The research of the relationship among service quality, relationship quality, and consumer loyalty in leisure farms. Journal of Agricultural Economics, 80, 125-168. (in Chinese).
Lenderman, M. (2006). Experience the message: How experiential marketing is changing the brand world (1st ed.). New York: Carroll &; Graf Publishers.
Leuthesser, L., Kohli, C. S., &; Harich, K. R. (1995). Brand equity: The halo effect measure. European Journal of Marketing, 29(4), 57-66.
Lin, J. S. (2005). An integrated analysis of motivation and satisfaction of different tourist types on willingness to revisit: An example of the farm resorts. Journal of Outdoor Recreation Study, 18(2), 25-47. (in Chinese).
Lin, K., Chang, C., Lin, Z., Tseng, M., &; Lan, L. W. (2009). Application of experiential marketing strategy to identify factors affecting guests’ leisure behaviour in Taiwan hot-spring hotel. Wseas Transactions on Business and Economics, 5(6), 229-240.
Lindström, M. (2005). Brand sense: Build powerful brands through touch, taste, smell, sight, and sound. New York: Free Press.
Lindström, M. (2011). Brandwashed: Tricks companies use to manipulate our minds and persuade us to buy (1st ed.). New York: Crown Business.
Little, T. D. (1997). Mean and covariance structures (MACS) analyses of cross-cultural data: Practical and theoretical issues. Multivariate Behavioral Research, 32(1), 53-76.
Liu, Y., &; Jang, S. (2009). The effects of dining atmospherics: An extended Mehrabian– Russell model. International Journal of Hospitality Management, 28(4), 494-503.
Low, G. S., &; Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product &; Brand Management, 9(6), 350-370.
MacCallum, R. C., &; Hong, S. (1997). Power analysis in covariance structure modeling using GFI and AGFI. Multivariate Behavioral Research, 32(2), 193-210.
MacKinnon, D. P., Fritz, M. S., Williams, J., &; Lockwood, C. M. (2007). Distribution of the product confidence limits for the indirect effect: Program PRODCLIN. Behavior Research Methods, 39(3), 384-389.
MacKinnon, D. P., Lockwood, C. M., &; Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39(1), 99-128.
MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., &; Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1), 83-104.
Maghnati, F., Ling, K. C., &; Nasermoadeli, A. (2012). Exploring the relationship between experiential marketing and experiential value in the smartphone industry. International Business Research, 5(11), 169-177.
Mano, H., &; Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, Feeling, and Satisfaction. Journal of Consumer Research, 20(3), 451-466.
Marsh, H. W., &; Hocevar, D. (1985). Application of confirmatory factor analysis to the study of self-concept: First- and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), 562-582.
Marsh, H. W., Balla, J. R., &; McDonald, R. P. (1988). Goodness-of-fit indexes in confirmatory factor analysis: The effect of sample size. Psychological Bulletin, 103(3), 391-410.
Mathwick, C., Malhotra, N. K., &; Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison. Journal of Retailing, 78(1), 51-60.
Mathwick, C., Malhotra, N., &; Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
Mitchell, M. A., &; Orwig, R. A. (2002). Consumer experience tourism and brand bonding. Journal of Product &; Brand Management, 11(1), 30-41.
Mittal, B., &; Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95-109.
Morgan, R. P. (2000). A consumer-orientated framework of brand equity and loyalty. International Journal of Market Research, 42(1), 65-78.
Noar, S. M. (2003). The role of structural equation modeling in scale development. Structural Equation Modeling, 10(4), 622-647.
Norris, R. T. (1941). The theory of consumer's demand. New Haven: Yale University Press.
Otto, J. E., &; Ritchie, J. R. B. (1996). The service experience in tourism. Tourism Management, 17(3), 165-174.
Padgett, D., &; Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
Pappu, R., &; Quester, P. (2006). Does consumer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product &; Brand Management, 15(1), 4-14.
Patterson, P. G., &; Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8(5), 415-432.
Peng, T. K., Kao, Y. T. &; Lin, C. C. (2006). Common method variance in management research: Its nature, effects, detection, and remedies. Journal of Management, 23(1), 77-98. (in Chinese).
Peter, J. P., &; Olson, J. C. (2010). Consumer behavior &; marketing strategy (9th ed.). New York: McGraw-Hill Irwin
Petromilli, M., &; Michalczyk, D. (1999). Your most valuable asset. Marketing Health Service, 19(2), 4-9.
Pine, B. J., &; Gilmore, J. H. (1999). The experience economy: Work is theatre &; every business a stage. Boston: Harvard Business School Press.
Podsakoff, P. M., &; Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.
Podsakoff, P. M., MacKenzie, S. B., Jeong-Yeon, L., &; Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
Pousette, A., &; Hanse, J. J. (2002). Job characteristics as predictors of ill-health and sickness absenteeism in different occupational types--A multigroup structural equation modelling approach. Work &; Stress, 16(3), 229-250.
Raggio, R. D., &; Leone, R. P. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand Management, 14(5), 380-395.
Rios, R. E., &; Riquelme, H. E. (2008). Brand equity for online companies. Marketing Intelligence &; Planning, 26(7), 719-742.
Roberts, L., &; Hall, D. R. (2001). Rural tourism and recreation: Principles to practice. Wallingford, Oxon, UK; New York: CABI Pub.
Robinette, S., Brand, C., &; Lenz, V. (2001). Emotion marketing: The hallmark way of winning consumers for life. New York: Mcgraw-Hill.
Rojek, C. (2005). Leisure theory: Principles and practices. Basingstoke England; New York: Palgrave Macmillan.
Rokeach, M. (1973). The nature of human values. New York: Free Press.
Ryu, K., Han, H., &; Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, consumer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.
Schmitt, B. (1999). Experiential marketing: How to get consumers to sense, feel, think, act, and relate to your company and brands. New York: Free Press.
Schumacker, R. E., &; Lomax, R. G. (1996). A Beginner's guide to structural equation modeling. Mahwah, New Jersey: Lawrence Erlbaum Associates.
Schwarz, N., &; Clore, G. L. (1983). Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 45(3), 513-523.
Shafir, E. B., Osherson, D. N., &; Smith, E. E. (1993). The advantage model: A comparative theory of evaluation and choice under risk. Organizational Behavior &; Human Decision Processes, 55(3), 325-378.
Sharma, S. (1996). Applied multivariate technique. New York: John Wiely &; Sons.
Shaw, C., Dibeehi, Q., &; Walden, S. (2010). Consumer experience: Future trends and insights. Houndmills, Basingstoke, Hampshire; New York: Palgrave Macmillan.
Sheth, J. N., Newman, B. I., &; Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Sheu, J. J., Su, Y. H., &; Chu, K. T. (2009). Segmenting online game consumers– The perspective of experiential marketing. Expert Systems with Applications, 36(4), 8487-8495.
Simon, C. J., &; Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
Smilansky, S. (2009). Experiential marketing: A practical guide to interactive brand experiences. London; Philadelphia: Kogan Page.
Smith, R. E., &; Swinyard, W. R. (1982). Information response models: An integrated approach. Journal of Marketing, 46(1), 81-93.
Smith, S., &; Wheeler, J. (2002). Managing the consumer experience: turning consumers into advocates. London Boston, MA: Financial Times Prentice Hall; Pearson Custom Publishing.
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290-312.
Solomon, M. R. (2004). Consumer behavior: buying, having, and being (6th ed.). New Jersey: Pearson/Prentice Hall.
Sproles, G. B., &; Kendall, E. L. (1986). A methodology for profiling consumers' decision-making styles. Journal of Consumer Affairs, 20(2), 267-279.
Su, T. H. (2006). The hierarchy effects model of consumer experiences for medical cosmetology. Unpublished doctoral thesis, National Chung Cheng University. (in Chinese).
Taiwan Tourism Bureau (2012a). 2011 visitors to the principal tourist spots in Taiwan by month. Retrieved on November, 25, 2012, from the World Wide Web: http://admin.taiwan.net.tw/indexc.asp.
Taiwan Tourism Bureau (2012b). 2011 survey of travel by R.O.C citizens. Retrieved on November, 25, 2012, from the World Wide Web: http://admin.taiwan.net.tw/indexc.asp.
Taiwan Tourism Bureau (2012c). 2011 annual survey report on visitors expenditure and trends in Taiwan. Retrieved on November, 25, 2012, from the World Wide Web: http://admin.taiwan.net.tw/indexc.asp.
Thompson, B. (2004). Exploratory and confirmatory factor analysis: understanding concepts and applications (1st ed.). Washington, DC: American Psychological Association.
Toffler, A. (1970). Future shock. New York: Bantam.
Torkzadeh, G., Koufteros, X., &; Pflughoeft, K. (2003). Confirmatory analysis of computer self-efficacy. Structural Equation Modeling, 10(2), 263-275.
Trauer, B. (2006). Conceptualizing special interest tourism- Frameworks for analysis. Tourism Management, 27(2), 183-200.
Travis, D. (2000). Emotional branding: How successful brands gain the irrational edge. Roseville, Calif.: Prima Venture.
Tsai, S. (2005). Integrated marketing as management of holistic consumer experience. Business Horizons, 48(5), 431-441.
Tsaur, S. H., Chiu, Y. T., &; Wang, C. Y. (2006). The visitors behavioral consequences of experiential marketing: An empirical study on Taipei zoo. Journal of Travel &; Tourism Marketing, 21(1), 47-64.
Tuan, C. L. (2005). Experience is the key success factors of the recreational agriculture. Agriculture World, 257, 72-73. (in Chinese).
Tuan, C. L. (2006). Recreational farms use agriculture products and village resources to create characteristics. Agriculture Extension Anthology, 51, 221-226. (in Chinese).
Tuan, C. L. (2007). Development review and future strategy of Taiwan leisure agriculture. Agriculture Policy and Review, 177, 64-70. (in Chinese).
Tuan, C. L. (2011).Leisure agriculture: An experience perspective (2rd ed.). Taipei: Far Du. (in Chinese).
Tuan, C. L. (2012). Recreational farm management: An agribusiness perspective. Taipei: Far Du. (in Chinese).
Turner, A. (2001). Brand = Experience. Marketing Magazine, 106(27), 16.
Tversky, A., &; Kahneman, D. (1991). Loss aversion in riskless choice: A reference-dependent model. The Quarterly Journal of Economics, 106(4), 1039-1061.
Unger, L. S., &; Kernan, J. B. (1983). On the meaning of leisure: An investigation of some determinants of the subjective experience. Journal of Consumer Research, 9(4), 381-392.
Venkatesh, V., &; Agarwal, R. (2006). Turning visitors into consumers: A Usability-Centric perspective on purchase behavior in electronic channels. Management Science, 52(3), 367-382.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., &; Schlesinger, L. A. (2009). Consumer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.
Wang, C. Y., &; Lin, C. H. (2010). A study of the effect of TV drama on relationships among tourists’ experiential marketing, experiential value, and satisfaction. The International Journal of Organizational Innovation, 2(3), 107-123.
Wang, H. L., &; Jang, S. Y. (1993). A study on the classification system for farm tourism recreation resource. Journal of Outdoor Recreation Study, 6(1/2), 1-30. (in Chinese).
Webster, F. E. (1988). The rediscovery of the marketing concept. Business Horizons, 31(3), 29-39.
Wei, S. C. (2002). New thinking of contemporary marketing concept: A review and evaluation of market orientation theory. Management Review, 21(4), 129 -153. (in Chinese).
Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495.
Williams, P., &; Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 413-438.
Woodruff, R. B. (1997). Consumer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
World Tourism Organization (2000). Tourism 2020 vision. Retrieved on March 28, 2011 from the World Wide Web: http://www.unwto.org/facts/eng/vision.htm
Yoo, B., &; Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Yu, M. N. (1993). The computation of content validity coefficient and homogeneity reliability coefficient in ordinal data. Psychological Testing, 40, 199-214. (in Chinese).
Yuan, Y. H., &; Wu, C. (2008). Relationships among experiential marketing, experiential value, and consumer satisfaction. Journal of Hospitality &; Tourism Research, 32(3), 387-410.
Žabkar, V., Brenčič, M. M., &; Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537-546.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., &; Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.