本研究主要引用 Schmitt(1999)所提出的體驗行銷策略模組為理論基礎,透過體驗觀點探討客製化婚宴中婚宴體驗、體驗價值、顧客滿意與行為意圖間的關係,並且以一年內結婚的婚宴新人為研究對象,採用線性結構模式(SEM)進行實證分析。研究結果發現(1)婚宴體驗可以透過體驗價值影響新人的行為意圖,但婚宴體驗無法透過顧客滿意影響新人的行為意圖,必須透過體驗價值間接影響行為意圖。(2)婚宴體驗中以情感體驗最高,體驗價值中以情感性價值最為高,顧客對於婚宴均呈現整體滿意,未來皆願意推薦服務廠商、婚宴舉行地點以及規劃設計。(3)性別對於情感體驗以及社會性價值、年齡對於推薦服務廠商意願以及月收入對於功能性價值具有顯著差異。
The study adopted the concepts of experimental marketing by Schmitt (1999) to explore the relationship among wedding experiment, experimental value, customer satisfaction and behavior intention through experimental view in customized wedding. The research subject were who got married within one year and the empirical data are analyzed by structural equation modeling (SEM). The study results indicate:(1)Wedding experiment could effects behavior intention through experimental value directly, but customer satisfaction need to through experimental value to influences behavior intention indirectly.(2)The higher in wedding experiment and experimental value is feel, newlywed’s feel satisfied with wedding and would like to recommend in the future.(3)Different sex have significant differences on feel experiment and social value, age have significant differences on recommend wedding owner and salary have significant differences on functional value.