探討顧客價值對環境體驗與顧客滿意度的干擾效果：以2010臺北國際花卉博覽會為例

Customer Value as a Moderator of the Relationship between Environmental Experience and Customer Satisfaction: A Case Study of Taipei International Flora Exposition

陳昱豪(Yu-Hao Chen)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

摘要

現今的環境變遷快速，消費者型態也隨之改變，從前的「農業經濟」、「工業經濟」、「服務業經濟」已經轉變為「體驗經濟」。在體驗經濟的時代，顧客真正的滿足感並非來自購買與擁有，而是來自體驗。顧客價值在過去的研究中被認為與顧客滿意度有正向關係，因此企業的目標即是替顧客創造一個有價值的消費體驗。消費的環境對顧客滿意度的關係在過去的研究中強弱有所不同，因此本研究納入了顧客價值作為干擾變數，而我國順利的爭取到了舉辦西元2010年國際花卉博覽會的機會，因此本研究以2010台北國際花卉博覽會作為研究範圍。
本研究採驗證性方法，問卷調查方式進行，研究對象以2010臺北國際花卉博覽會之觀光客為主，回收1081份有效樣本數，並以LISREL和SPSS17.0統計軟體進行實證分析，研究結果多數假設被支持，證實顧客價值對環境體驗與顧客滿意度之間的關係具有干擾效果。

關鍵字

顧客價值 ； 環境體驗 ； 顧客滿意度

並列摘要

Rapid changes in today's environment, consumer patterns are changing, and the former agricultural economy , industrial economy , service economy has been transformed into experience economy. In the experience economy era, Customer satisfaction is not the purchase and possession, but the experience. There was several different result about the relationship between Environmental Experience and Customer Satisfaction. The Taipei City Government together with Taiwan Floriculture Development Association held a spring conference with The International Association of Horticultural Producers (AIPH) in April, 2006 and proposed the desire to conduct an A2/B1 grade international horticultural exposition to highlight Taiwan's horticultural renowned achievements. The proposal was approved after careful examinations by AIPH and transmitted their approval in November, 2006. This paper used 1081 received questionnaires to analyze it with LISREL and SPSS17.0. The result shows that the fit between Environmental Experience and Customer Satisfaction related to Customer Value.

並列關鍵字

environmental experience ； customer satisfaction ； customer value

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