立式划槳參與者體驗行銷與體驗價值之研究－新竹市青草湖參與者為例

A Study of Experiential Marketing and Experiential Value of Stand Up Paddle Participants - A Case Study of Participants of Green Grass Lake in Hsinchu City

詹益欣(Yi-Hsin Chan) ； 黃任閔(Jen-Min Huang) ； 陳秝鍹(Li-Hsuan Chen) ； 耿仕榮(Shin-Jong Keng)

《交大體育學刊》 16期 (2020/12) Pp. 13-27

摘要

目的：本研究目的在探討新竹市青草湖立式划槳活動體驗參與者體驗行銷與體驗價值之關係。方法：透過問卷調查方式進行此研究，以青草湖立式划槳參與者為對象，進行便利抽樣，共發出350份問卷，有效問卷為344份，有效問卷回收率為98.3%，使用SPSS22.0版for Windows統計套裝軟體，透過描述性統計、單因子多變量變異數分析及皮爾森積差相關等方式進行分析。結果：研究結果發現，受訪者對新竹市青草湖的立式划槳活動的體驗行銷與體驗價值有正向的感受；不同性別、年齡、婚姻、月收入、職業對新竹市青草湖體驗行銷均達顯著差異；而不同性別、年齡、婚姻、教育程度、月收入、職業對新竹市青草湖體驗價值均無顯著差異；體驗行銷與體驗價值之間成顯著低度正相關。結論：研究結果顯示青草湖立式划槳活動參與者背景、體驗行銷感受為中上、體驗價值感受為中上，且在體驗行銷與體驗價值關係上呈現低相關。

關鍵字

立式划槳 ； 水域遊憩活動 ； 行銷策略

並列摘要

Purpose: This study aimed to investigate the relationships between experiential marketing and experiential value of stand up paddle participants on Green Grass Lake in Hsinchu City. Method: Questionnaire investigation method was adopted in this study, and this study took the stand up paddle participants on Green Grass Lake in Hsinchu City as the research subject to do convenience sampling. In total, 350 copies of questionnaires surveys were collected, and 344 valid questionnaires were returned with a rate of 98.3%. All the data was processed by the IBM SPSS 22.0, which is the tool of statistical analysis to run the results. These data included descriptive statistics, one-way MANOVA, and Pearson product-moment correlation coefficient. Results: The results were as follows: The stand up paddle participants on Green Grass Lake in Hsinchu City had positive images of all the feelings of experiential marketing and experiential value. Significant differences were found in the degree of experiential marketing of stand up paddle participants on Green Grass Lake in Hsinchu City for gender, age, marriage status, monthly income, and occupation. No significant differences were found in the degree of experiential value of stand up paddle participants on Green Grass Lake in Hsinchu City for gender, age, marriage status, education level, monthly income, and occupation. And a mild positive correlation between experiential marketing and experiential value was observed among stand up paddle participants on Green Grass Lake in Hsinchu City.

並列關鍵字

stand up paddle ； water recreation activities ； marketing strategy

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