本研究旨在探討觀光工廠遊客體驗、品牌態度與買意願之影響,以白蘭氏健康博物館作研究基地,並以其遊客為研究對象,採便利抽樣進行問卷發放,共計發放450份,有效回收問卷為424份,有效回收率達94.22%。資料分析方法包括描述性統計分析、交叉分析、多變量變異數分析、單因子變異數分析、獨立樣本T檢定與結構方程模式。其研究結果發現:在背景變項中,性別與職業、年齡與月收入間具有顯著關聯性;而不同背景變項在遊客體驗、品牌態度與購買意願中,皆無顯著差異存在;觀光工廠遊客之體驗對品牌態度達顯著影響;觀光工廠遊客品牌態度對購買意願達顯著影響。 為促使觀光工廠能永續發展,本研究依據研究結果提出以下建議:建議白蘭氏健康博物館應尋找主要客群進行行銷及研發出客製化的口味,並且應提升白蘭氏的曝光率及維持遊客對白蘭氏的好感程度。
The purpose of this study is to investigate relationships among visitors’ experiential, brand attitude and purchase intention for tourism factory. The scope of research is BRAND''S Health Museum in locations, and object of study for tourists. It adopts the method of convenience sampling choosing tourists for questionnaire survey. A total of 450 surveys were sent out and 424 valid surveys were returned. The percentage of valid surveys is 94.22 percent. The data was analyzed with descriptive statistical analysis, cross-analysis, multivariate analysis of variance, ANOVA analysis, independent samples T test and structural equation modeling. Results are as follows: In the background factors of object of study, gender and occupation, age and monthly income was significant correlation between. Tourists’ in different background showed no significant differences in visitors’ experiential, brand attitude and purchase intention. Visitors’ experiential has a positive effect on brand attitude, and Brand attitude has a positive effect on purchase intention. To promote tourism factory can sustainable development, According to the results made the following recommendations: BRAND''S Health Museum should identify the main customer according to marketing, to develop different products base on customized flavors, to enhance BRAND''S visibility and maintain BRAND''S tourist positive feeling.
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