服務創新、體驗行銷對來源國形象影響之研究：以市場知識為中介效果

The Impact of Service Innovation and Experiential Marketing on Country-of-Origin Effect：The Mediating Role of Market Knowledge

朱庭葳(Ting-Wei Chu)

指導教授 ： 王朝弘

嶺東科技大學/管理學院/行銷與流通管理研究所/碩士(2015年)

https://doi.org/10.6823/LTU.2015.00029

摘要

本研究主要探討服務創新、體驗行銷對來源國形象影響之研究：以市場知識為中介效果。本研究以宗教活動的觀光客為研究對象，採便利抽樣法回收345份問卷，有效問卷為316份，以結構方程分析資料，再以線性結構方程分析資料，研究統計結果得知服務創新、體驗行銷對市場知識有顯著之正向影響、市場知識對來源國形象有顯著之正向影響，希望本研究可以提供建議給活動的宗教活動的主辦單位與國家作為決策參考，最後提出管理意涵與未來研究方向作為探討。

關鍵字

服務創新 ； 體驗行銷 ； 市場知識 ； 來源國形象影響

並列摘要

This study focuses on The Impact of Service Innovation and Experiential Marketing on Country-of-Origin：The mediating role of Market Knowledge is interfere in them. In this study, tourist of religious activities for the study, take convenience sampling method recovered 345 questionnaires, 316 valid questionnaires. Linear structural equation analysis was applied to analyze the data. The findings of the study present a significant respective effect of the Service Innovation and Experiential Marketing on Market Knowledge. Furthermore, Market Knowledge has a significant effect on Country of Origin Image. The managerial implications and future research directions are also discussed.

並列關鍵字

Service Innovation ； Experiential Marketing ； Market Knowledge ； Country-of-Origin

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