休閒農場服務體驗、行銷體驗與消費 意願之研究－以嘉義縣某休閒農場為例

A Study of Service Experience, Marketing Experience, and Purchase Intention in the Leisure Farm- the Example of a Leisure Farm in Chiayi County

林君玲(Chung-Ling Lin)

指導教授 ： 周登陽

國立中正大學/管理學院/經濟系國際經濟研究所/碩士(2014年)

摘要

隨著休閒農場市場興起，許多傳統農場眼見休閒遊憩商機無限，也紛紛在農場中擴大農場體驗活動與美化休閒農場之設施，然而休閒農場業者在面對全新競爭者時，透過休閒農場人員服務的創新與更貼近消費者的感覺創造出行銷體驗式的感受與服務，進而改變其消費意願、重新領導休閒農場市場的走向，這正是本研究想要探討之動機。
本研究希望透過研究「服務體驗」、「行銷體驗」來瞭解是否相對會有效提升顧客消費意願，以提出相關結論與建議，期待協助業者更多了解「服務體驗」、「行銷體驗」對於「消費意願」的重要性，本研究之對象為曾經去過嘉義縣休閒農場之消費者，採隨機抽樣方式發放正式問卷，總計發放問卷500份，回收問卷398份，剔除漏填問項及選項答案過分集中之問卷，有效問卷共356份，有效回收率為71.2%，利用敘述性統計分析、相關分析、迴歸分析，研究結果如下：
一、休閒農場之服務體驗會正向影響遊客行銷體驗。
二、休閒農場之服務體驗會正向影響遊客消費意願。
三、休閒農場之行銷體驗會正向影響遊客消費意願。

關鍵字:休閒農場、服務體驗、行銷體驗、消費意願

關鍵字

消費意願 ； 行銷體驗 ； 服務體驗 ； 休閒農場

並列摘要

The potential gains observed in the booming of leisure farms has led to certain changes made by many traditional farms, including the expansion and beautification of the farm area as well as promotional events held on the farm. In order to survive severe competition, administrators of leisure farms are obliged to provide services that highlight their originality and thoughtfulness to meet the need of the consumers in the hope of appealing to the consumers and redirecting the development of leisure farms.
The current study examines the interaction among “service experience,” “marketing experience” as well as “purchase intention,” and proposes possible approaches to boost the consumer’s purchase intention. A survey is conducted with 500 questionnaires randomly distributed to consumers that have been to leisure farms in Chiayi County, with 356 (71.2 percent) effective copies collected for descriptive statistic analysis, correlation analysis, and regression analysis. It is found that: 1) the service experience on a leisure farm has a positive effect on consumers’ marketing experience, 2) the service experience on a leisure farm has a positive effect on consumers’ purchase intention, and 3) the marketing experience on a leisure farm has a positive effect on consumers’ purchase intention.

Key words: Leisure farm, service experience, marketing experience, purchase intention.

並列關鍵字

purchase intention. ； marketing experience ； service experience ； Leisure farm

參考文獻

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