體驗價值、品牌形象、顧客滿意度與消費行為關係之研究 ~以蜜蜂休閒農場為例

A Study of Experiential Vale, Brand Image, Customer Satisfaction on Consumer Behavioral: A Case Study of the Bees Leisure Farm

廖涓宇(Jiuan-Yeu Liao)

指導教授 ： 陳悅琴

朝陽科技大學/管理學院/企業管理系碩士在職專班/碩士(2011年)

摘要

隨著經濟與環境的改變，人們生活品質大幅的提升，消費模式也隨著經濟不同而改變；自從週休二日的實施後，國人休閒旅遊的時間增加，也愈來愈重視休閒活動，人民對休閒需求的改變，導致休閒旅遊產業的發展愈受重視。然而傳統的旅遊體驗產品或行銷方式已無法滿足現今消費者多樣化的需求，消費者開始重視在體驗中所獲得之價值感受。而新穎的行銷模式應從多元的角度帶給消費者不同的體驗價值，進而提高消費者的滿意度，成為忠誠的顧客，並使企業品牌在消費者心目中建立起無可取代的品牌價值與形象地位。
研究以Schmitt(1999)的體驗行銷為理論架構，主要探討體驗價值、品牌形象、顧客滿意度與消費行為之間的關係，因此本研究乃以南投縣埔里鎮宏基蜜蜂生態休閒農場和雲林縣古坑鄉蜜蜂故事館兩家農場，由傳統農業轉型成功的生態休閒農場之經營業者做訪談，並對園區的遊客進行隨機抽樣問卷。
研究實證結果：
客體驗價值對顧客滿意度有顯著影響，體驗價值透過遊客滿意度的中介效果對於消費行為有顯著之影響，體驗價值與遊客滿意度之間在品牌形象的調節下有顯著正向影響，顧客滿意度對消費者行為具有顯著差異，及顧客滿意度與消費者行為之間在品牌形象的調節下具有顯著差異。

關鍵字

消費行為 ； 滿意度 ； 品牌形象

並列摘要

In accordance with the change of economy and environment, and the improvement of human quality of life, the consumption pattern has been changed. With the effectuation of two days off a week, more leisure time leads to the emphasis upon resort activities and hence the leisure and recreation industry. What the consumers respect is the perceived experiential value. However, traditional experience tourism products or marketing methods can not longer satisfy consumers’ diversified needs. That means innovative marketing should convey different experiential value to customers through diversified ways to increase satisfaction and loyalty of consumers, and hence establish unparalleled brand value and image for the enterprise.
The purpose of this study was to explore the relationship among experiential value, brand image, customer satisfaction, and consumer behavior, experience marketing as research framework developed by Schmitt (1999). Two successfully transformed from traditional to ecological leisure ranches, Hung Gee Bees Farm in Puli Township and Honey Museum in Gukeng Township, was investigated. The farm owners were in-depth interviewed and investigation questionnaires were randomly distributed to tourists.
The research results showed that experiential value of tourists significantly affect customer satisfaction, experiential value significantly affect consumer behavior through intermediate effect of customer satisfaction, experiential value significantly affect customer satisfaction by moderation of brand image, customer satisfaction significantly affect consumer behavior, and customer satisfaction significantly affect consumer behavior by moderation of brand image.

並列關鍵字

consumer behavior ； customer satisfaction ； brand image

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