DIY活動體驗價值、品牌權益與重遊意願關係之研究－以菓風小舖雲林縣「菓風巧克力工房」為例

The Study of the Relationship among Experiential Value, Brand Equity, and Revisiting Intention of DIY Experience Activities － Sophisca’s Chocolate Workshop as An Example

李怡嫻(Yi-Hsien Li)

指導教授 ： 郭彰仁

國立虎尾科技大學/管理學院/企業管理系經營管理碩士在職專班/碩士(2016年)

摘要

體驗經濟時代的來臨，體驗帶來的價值遠高於以往產品及服務所帶來的功能性。近年來，許多企業品牌力求轉型，紛紛設立了觀光休閒園區，提供消費不同類型的體驗，其中DIY活動是經常被企業品牌所採用的一種方式，希望透過DIY活動讓消費者更深入了解企業品牌的內涵。本研究欲了解遊客參與DIY活動後的體驗價值對於品牌權益的提升，以及遊客對園區的重遊意願是否有所助益，因此探討體驗價值、品牌權益與重遊意願三者變項的關係，並比較不同遊客的社經背景感受是否有所差異。
本研究採用立意抽樣，對參與DIY活動的遊客現場進行問卷發放，共回收335份有效問卷，以獨立樣本t檢定、單因子變異數分析、相關分析以及迴歸分析進行分析，確認體驗價值、品牌權益與重遊意願三者之關係，研究結果顯示：(1)不同遊客的背景屬性對體驗價值、品牌權益及重遊意願部份具有顯著差異；(2)體驗價值對品牌權益有顯著影響關係；(3)體驗價值對重遊意願有顯著影響關係；(4)品牌權益對重遊意願有顯著影響關係。由此可以證實，DIY活動的體驗價值愈高，相對品牌權益與重遊意願也會愈高。
本研究結果除了確定三個變項之關係外，也提出相關建議，作為實務上之參考。業者未來在規畫DIY活動時，可參考體驗價值因素之重要程度，強化遊客的體驗價值，以提升其品牌權益及遊客重遊意願。

關鍵字

DIY活動 ； 體驗價值 ； 品牌權益 ； 重遊意願

並列摘要

The era of experiential economic is coming and the values that experience brought are much higher than the functionality that the product and the service had brought in the past. In recent years, many enterprises and brands strive for transformation and establish tourism and leisure parks one after another to provide experiences with different consuming types. Among that, DIY activity is one method that often adopted by enterprises and brands which is hoping that consumers could have a better understanding in connotation of enterprises and brands through DIY activities. This study wanted to understand experiential values on promotion of brand equity after tourists participated in DIY activities and whether it is helpful in revisiting intention about parks from tourists or not; therefore, it could explore relationship between three variables of experiential value, brand equity and revisiting intention and compare whether there is any difference in tourists with different socioeconomic background and experience or not.
This study adopted purposive sampling and distributed questionnaires to tourists who participated in DIY activities on site. A total 335 of valid questionnaires were retrieved. It conducted analysis with independent-samples t test, one ANOVA, correlation analysis and regression analysis to confirm relationship between experiential values, brand equity and revisiting intention. The results indicated that (1) there is a significant difference in experiential values, brand equity and revisiting intention while tourists with different background; (2) experiential values had significant influence on brand equity; (3) experiential values had significant influence on revisiting intention; (4) brand equity had significant influence on revisiting intention. From these, it could be confirmed that the higher the experiential values in DIY activities are, brand equity and revisiting intention are relatively higher.
In addition to confirm relationship between three variables, the results from this study also provided related suggestions as a reference on the practice. When the undertakers plan for DIY activities in the future, they could refer to importance of factors from experiential values to enforce experiential values from tourists and to promote its brand equity and revisiting intention from tourist.

並列關鍵字

DIY Activities ； Experiential Values ； Brand Equity ； Revisiting Intention

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