體驗行銷、購買動機、顧客滿意度與品牌權益關係之研究－以八野爺為例

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Title:	體驗行銷、購買動機、顧客滿意度與品牌權益關係之研究－以八野爺為例
Other Titles:	A Study of The Relationships among Experiential Marketing, Purchase Motives, Customer Satisfaction, and Brand Equity--A Case of 8yaya
Authors:	林采蓉 Lin, Tsai-Jung
Contributors:	旅遊管理學系旅遊管理碩士班丁誌魰 Chih-Wen Ting
Keywords:	顧客滿意度;購買動機;體驗行銷;品牌權益 Customer Satisfaction;Purchase Motives;Experiential Marketing;Brand Equity
Date:	2015
Issue Date:	2015-09-08 13:55:15 (UTC+8)
Abstract:	隨著政府在1998年1月1日實施公教人員「隔周休二日」的法案，使得社會型態及價值觀的改變，國人越來越重視生活品質的享受、放鬆及心靈上的滿足，對各種休閒活動的需求與期望亦大幅的成長。　　而體驗行銷成為一種新興的行銷觀念導向，企業除了追求顧客的滿意與利潤之外，更開始重視與顧客之間密切關係的建立，並積極地透過產品或服務提供消費者美好的體驗，以強化與顧客之間的緊密關係。本研究探討體驗行銷、購買動機、顧客滿意度與品牌權益關係之研究。以八野爺之遊客為研究對象，進行問卷調查，共發放問卷460份，回收有效問卷422份，有效回收率為91.7%。　　經描述性統計、信效度分析、因素分析、t檢定與變異數分析、迴歸分析進行資料處理，研究結果顯示：體驗行銷對購買動機有顯著影響，表示遊客透過體驗行銷能增強對產品的購買動機；體驗行銷與購買動機對顧客滿意度有顯著影響，表示遊客經過此次的體驗行銷和購買動機，可以讓遊客提高對店家的顧客滿意度；顧客滿意度對品牌權益有顯著影響，表示遊客對此次的滿意度越高對店家的品牌價值就會提高。最後本研究提出相關建議提供業者透過強化體驗行銷(關聯體驗)，來提高遊客的顧客滿意度。　　With government implement civil servant「two weekends a month」passed the legislation in January 1, 1998, the term of lifestyle and social value would be changed,more and more people not only attach importance to quality of living、relaxing and contentment of mind,but also leisure activity requirement would growth expectations.　　The experiential marketing becomes a new marketing concept-oriented, Enterprise not only except for customer pursue satisfaction and profits, But also more attach importance to connect customer’s close relations connections,they are aggressive provided a good experiential by product or service in order to increase customer relationship.　　We study experiential marketing,purchase motives,customer satisfaction, customer satisfaction relation with brand equity in this research. There are 460 questionnaires collected from the visitors of 8 yaya,and 422 samples are valid with the effective rate of 91.7%.　　By descriptive statistics,reliability analysis,confirmatory factory analysis,student-t,analysis of variance regression analysis were employed. The results shows that purchase motives is significantly effected by experiential marketing;The experiential marketing and purchase motives has appreciable effect by customer satisfaction,it show as visitors through the experience marketing and purchase motives can increase a customer satisfaction;customer satisfaction is significantly effected by brand equity， it means visitors evaluating the highly satisfaction can increase a shop’s brand equity. 　　Finally,this research makes recommendations,and provides the industry to enhance their brand equity through marketing experience, strengthens the value of visitors' satisfaction.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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