休閒農場關係行銷投入、顧客情感體驗對購買意願影響之實證研究─以顧客感激為中介變項

The Empirical Study of the Influences of Relationship Marketing Investments and Customer Emotional Experience on Consumer Behavioral Intentions on Leisure Farm-Taking Customer Gratitude as Mediator

李謀監(Mou-Chien Lee) ； 李宸邦(Chen-Pang Lee) ； 曾柔鶯(Jou-Ying Tseng) ； 陳秋玲(Chiou-Ling Chen)

《農業經營管理年刊》 18期 (2012/12) Pp. 47-70

https://doi.org/10.29975/CJAM.201212.0003

摘要

近數十年來，關係行銷的研究，大多引述Morgan and Hunt的模式，以信任(trust)與承諾(commitment)為關係行銷的核心議題。本研究以Palmatier, Jarvis, Bechkoffand Kardes (2009)提出的顧客感激(customer gratitude)為基礎，發展出關係─體驗行銷整合模型，經實證此一模式適合休閒農場發展關係行銷的參考。本研究以至宜蘭縣9家休閒農場參觀體驗的遊客為研究對象，採便利抽樣調查取得246個樣本，以結構方程模式(SEM)驗證研究之假設，使用Amos18統計軟體進行分析。主要研究發現為：1.關係行銷投入對於顧客感激有正向影響；顧客感激對於顧客購買意願有正向影響。2.顧客感激對於顧客信任有正向影響；顧客信任對於顧客購買意願有正向影響。3.關係行銷投入會透過顧客感激正向影響顧客購買意願；顧客感激會透過顧客信任正向影響顧客購買意願。4.在關係行銷投入對於顧客感激影響中，顧客情感體驗具有干擾效果。經通過各項信效度考驗及整體模式配適度良好。為求研究嚴謹及驗證模型的穩定性，本研究另進行關係行銷競爭模型(competitive model)分析比較、交义效度(cross validity)檢定。最後，本研究依上述發現，提出具體實務上管理意涵及後績研究建議。

關鍵字

關係行銷 ； 顧客情感體驗 ； 顧客感激 ； 顧客信任

並列摘要

During the recent decades, most of the studies of relationship marketing use the model of Morgan and Hunt, which focus on trust and commitment as the core issues. This study is on the basis of customer gratitude addressed by Palmatier et al. (2009), and to develop an integrated marketing model of relationship and experience. Through Empirical testing, the model is suitable for developing relationship marketing in leisure farm. The target sample of this study is the visitors of nine leisure farms in Yilan, and the samples are 264. We use SEM to test the assumptions of the study and Amos18 to analyze the data. The result of this study is as follows, 1. Relationship marketing investments have positive influence on customer gratitude, and customer gratitude has positive influence on customer purchase intentions. 2. Customer gratitude has positive influence on customer trust, and customer trust has positive influence on customer purchase intentions. 3. Relationship marketing investments has positive influence on customer purchase intentions through customer gratitude, and customer gratitude has positive influence on customer purchase intentions through customer trust. 4. Customer emotional experience has a interference effect while relationship marketing investments have influence on customer gratitude. Through several Reliability and Validity tests, goodness-of-fit ofthe whole model is good. To the stability of the model, we also analyze the relationship marketing competitive model and cross validity test. To sum up, according to the results, we address concrete and practical management meanings and suggestions for the further study.

並列關鍵字

relationship marketing ； customer emotional experience ； customer gratitude ； customer trust

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