景點意象、網路口碑、品牌信任及體驗行銷對購買意願影響之研究-以駁二藝術特區為例

隨著時代演進與科技發展，人類對旅行的要求已與日俱進，從浮光掠影的到此一遊，進增到心靈層面的滿足與體驗；隨著精緻文化旅遊的興起，傳統的旅遊方式，已黯然失色。文化創意產業隨著近年的興起成為顯學；文創消費能突顯出個人品味與風格，關於旅遊其本質是文化與生活，融入文創旅行與文化兩者元素，有別於傳統旅遊業的消費風格，帶領消費者以創新、精緻體驗不同的生活方式。文創旅遊雖屬分眾的主題式深度旅遊，但在各國政府大力推動下充滿隱性商機，文創旅遊如何透過自身特色使旅客回流，藉以創造更大商機，即為本次研究所要探討的焦點。本研究目的主要探討景點意象、網路口碑、品牌信任及體驗行銷等4構面，影響遊客對於駁二藝術特區周邊商品購買意願之情形。以問卷調查方式進行資料蒐集，回收有效問卷216份，採用SPSS軟體及PROCESS分析模組進行資料分析，研究發現：一、景點意象及網路口碑對購買意願有顯著正向影響。二、景點意象及網路口碑對品牌信任有顯著正向影響。三、景點意象及網路口碑對體驗行銷有顯著正向影響。四、品牌信任對購買意願有顯著正向影響。五、體驗行銷之行動關聯子構面對購買意願有顯著正向影響。六、景點意象透過品牌信任、行動關聯對購買意願有顯著正向影響。七、網路口碑透過品牌信任、行動關聯對購買意願有顯著正向影響。品牌信任及體驗行銷之行動關聯為中介變數是本研究重要貢獻，可提供給業者作為制定行銷策略之參考。

關鍵字

景點意象；網路口碑；體驗行銷；品牌信任；購買意願

並列摘要

From time to time, the meaning of travel has evolved from just hitting the high spots, to an in-depth experience and satisfaction. As the meaning of travel developed exquisitely, the touring pattern is no longer unified across all destinations, each has to find its own fashion for better attraction. The rise of the cultural and creative industry, which emphasizes personal taste and style, also stimulated the evolution of traveling, making it much better developed and attractive. In total, traveling has since gone on to be a cultural and creative business, attracting new tourists while stimulating potential returning visitors for revisit. How the cultural and creative industry benefits traveling business, and in turn amplifies business opportunity, will be the main topic of the article. This article will discuss how the following perspectives: destination image, online word-of-mouth, brand trust, and experience marketing, affects visitors’ shopping intentions. Based on surveyed data, with 216 valid questionnaires, and analyzed with SPSS and PROCESS application, we discovered the following: 1. Destination image and online word-of-mouth significantly positively influence purchase intention. 2. Destination image and online word-of-mouth significantly positively influence brand trust. 3. Destination image and online word-of-mouth significantly positively influence experience marketing. 4. Brand trust significantly positively influences purchase intention. 5. Experience marketing's two sub-facets: actions and relations, significantly positively influence purchase intention. 6. Destination images, which are distributed to customers by brand trust and the sub-facets of action and relation, significantly positively influence purchase intentions. 7. Online word-of-mouth, which are distributed to customers by brand trust and the sub-facets of action and relation, significantly positively influence purchase intentions. Both brand trust and experience marketing are mediator variables of statistical analysis between destination image / online word-of-mouth and purchase intentions. As this article’s major discovery, it can be consulted by the touring industry for developing marketing strategy.