體驗行銷、體驗價值、顧客滿意與行為意圖關係之研究：以自行車休閒運動為例

The Relationship among Experiential Marketing, Experiential Value, Customer Satisfaction and Behavioral Intention: An Empirical Study of Bicycle

葉允棋(Yun-Ci Yeh) ； 陳美燕(Mei-Yen Chen)

《臺灣體育運動管理學報》 5期 (2007/09) Pp. 331-364

https://doi.org/10.6547/tassm.2007.0017

摘要

消費者行為在國內一向是極為熱門的研究領域，但是將此議題延伸到體驗消費的研究卻很少，因此引起本論文的研究動機。其中，就自行車休閒運動而言，目前台灣的自行車專用道共計有二十八條，而且民眾參與自行車休閒運動也越來越普及，因此每條自行車專用道勢必要有所差異化，才能讓民眾獲得不同的休閒運動體驗。而近幾年來開始被行銷界廣泛應用的「體驗行銷」概念，或許可作為瞭解自行車專用道差異化的工具。 本研究採用Schmitt (1999)所提出的體驗行銷模型為理論概念基礎，並參考相關文獻之後，提出以體驗行銷觀點下自行車休閒運動體驗過程之簡化模型，並使用線性結構方程來進行實證分析。本研究的實證結果如下：一、體驗行銷對於消費者的體驗價值和顧客滿意度有正向影響。二、體驗價值對於消費者的顧客滿意度有正向影響。三、顧客滿意度對於消費者的行為意圖有正向的影響。

關鍵字

體驗行銷 ； 自行車休閒運動 ； 線性結構方程

並列摘要

In Taiwan, consumer behavior was a very popular research field. Nonetheless, research to extend the issue to experience consumption was rare. As a result, the lack of domestic practical research in experience consumption field leaded to my motivation to do the related research. In bicycle research filed, there were total of twenty-eight bicycle lanes in Taiwan, and the people participated the bicycle activity were also more and more universal popular. Hence each bicycle lanes should try to make some differentiation among them in order to let the people obtain different of the recreational experience. The concept of ”Experiential Marketing” commonly applied and discussed in these few years may be a suitable tool for bicycle to differentiate.
The purpose of this study were adopted five strategic experiential modules (SEMs) by Schmitt (1999), and other related literature, used structural equation modeling statistical method to be the analysis tool. The conclusions were as follows: 1. There was a positive relationship between the experiential marketing incentives, customer satisfaction and experiential value. 2. There was a positive relationship between experiential value and customer satisfaction. 3. There was a positive relationship between customer satisfaction and behavioral intention.

並列關鍵字

bicycle ； experiential marketing ； structural equation modeling

參考文獻

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