體驗行銷、體驗價值、與消費者購買意願關係之研究-以南投酒廠為例

The Relationship among Experiential Marketing,Experiential Value and Purchase Intention-The Case Study of Nantou Winery

劉燕昌(Yen-Chan Liu)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

本研究主要目的在探討南投酒廠之消費者體驗、體驗行銷、體驗價值與消費者之影響及相關性，透過問卷調查以統計方法分析進行實證，研究結果發現造訪酒廠的遊客以中部地區、已婚、中、高齡者為主，中低收入、中、高學歷與軍公教者及服務業的旅遊消費者居多。
遊客資訊來源以親戚朋友介紹、酒廠宣傳品為主;散客多於團客、來遊次數以一次與五次為大多數。停留時間1小時到2小時內最多，交通工具以自用小汽車為主，遊伴則以家人與親戚朋友居多數。
酒廠的滿意度與再購意願皆呈現正向相關。當消費者對於品質意象與價格意象愈正面時，消費者重遊意願愈高。

關鍵字

南投酒廠 ； 體驗 ； 體驗行銷 ； 體驗價值 ； 購買意願

並列摘要

For Nantou Winery, this study aimed to investigate the consumer experience, experiential marketing, experiential value and consumer impact and relevance through conducting empirical statistical analysis. The results showed the most winery visitors came from the central region, married, middle and elder aged, low-income, middle and highly educated. They work for military and government in major.
The most of the sources of traveling information to visit Nantou winery comes from their friends or relatives, and wineries promotional materials. The number of individual travelers is more than the number of group travelers. And the most of them travel Nantou winery once or five times. They stayed from one hour to two hours at most. They come to winery by their own car with their families and relatives.
The repurchase intention is positively influenced by the satisfaction of winery. And the more positively of the image of quality and price the winery gets, the higher willingness of revisiting the consumers will.

並列關鍵字

Nantou winery ； purchase intention ； experiential value ； experiential marketing ； Experience

參考文獻

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