從體驗行銷觀點探討形象商圈的顧客價值、顧客滿意與重遊意願關聯之研究-以台南安平老街為例

Study of Relationship Among Experiential Marketing of Consumers Exploring From Customer Value, Customer Satisfaction and Revisiting Intention- on An-Ping Historical Street, Tainan City

陳虹伃(Hung-Yu Chen)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2010年)

摘要

政府自民國八十四年度起陸續推動塑造形象商圈與改善商業環境的多項計畫，目的在協助傳統商圈更新再造並提升競爭能力，使商品增加選購性、流行性、趣味性，無形之中也增加了休閒、文化的消費體驗。而台南府城積極推廣的安平形象商圈擁有古早味柑仔店與特色小吃，還有國定的一級古蹟「安平古堡」，因此附近街道充滿古色古香的建築，具有濃濃的懷舊氛圍。則消費模式已不再單純地只為滿足民生需求而購物，因此本研究將探討地方特色商圈發展與結合休閒活動和消費行為達到融入生活的體驗創造，以提供消費者一個舒適的購物環境與美好的體驗其了解消費者之再度重遊意願。
本研究主要以文獻及問卷調查來進行研究，探討體驗行銷、顧客價值、顧客滿意、重遊意願不同構念間的關係。並利用因素分析、單因子變異數分析、Scheffe’s多重比較檢定、Pearson相關分析及迴歸分析等方法檢定所探討之研究假說。
研究結果顯示：
1.體驗行銷對顧客價值具有正向顯著影響。
2.顧客價值對顧客滿意具有正向顯著影響。
3.顧客滿意對重遊意願具有正向顯著影響。

關鍵字

形象商圈 ； 體驗行銷 ； 顧客價值 ； 顧客滿意 ； 重遊意願

並列摘要

The government promoted and molded the image business district and improved many plans of the business environment successively since the 84th year of the Republic of China, and promote the traditional business district to upgrade giving by a new lease of life to an all-round way, in order to improve the function of business district. Its purpose is to help and assist traditional business streets to promote their capability of competition as well as to increase the selections, fashions, and amusements of the merchandises. The An-ping Image Commercial Circle has been promoted actively by Tainan Government. It boasts stores and distinctive snacks of old-time taste, as well as the grade one historic site “An-ping Fort”. Thus, its surrounding streets are full of quaint buildings with dense nostalgia atmosphere. However, people have the consumption model that they no longer go shopping simply for satisfying their needs of livelihood. Therefore, this study aims to explore the development of local characteristic commercial circles combined with leisure activities and consumption behavior to achieve the experience creating that integrates into life, for providing consumers with a comfortable shopping environment and good experience, and to understand consumers’ revisiting intention.
The major contribution of this research is done with documentation and questionnaires, in order to explore the relation model of experiential marketing, customer value, customer satisfaction and Revisiting Intention, using the Factor analysis, ANOVA analysis,Scheffe’s multiple comparisons, Pearson correlation analysis and Multiple regression analysis for the purpose of aiming at attaining a conclusive description and hypothetic evidence.
The result of research shows:
1. Experiential Marketing had positive influence on Customer Value.
2. Customer value had positive influence on customer satisfaction.
3. Customer satisfaction had positive influence on revisiting intention.

並列關鍵字

Experiential Marketing ； Image Business District ； Customer Value ； Customer Satisfaction ； Revisiting Intention

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