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來源資料
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題 名 | 渡假飯店顧客體驗、體驗價值與品牌權益影響關係之研究--以劍湖山王子飯店為例=A Study of the Relationship among Customer's Experience, Experiential Value and Brand Equity of Resort Hotel--A Case Study of Janfusun Prince Hotel |
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作 者 | 沈進成; 楊琬琪; | 書刊名 | 旅遊管理研究 |
卷 期 | 7:1 2007.06[民96.06] |
頁 次 | 頁55-81 |
分類號 | 489.2 |
關鍵詞 | 顧客體驗; 體驗價值; 品牌權益; 渡假飯店; Consumer experience; Experiential value; Brand equity; Resort hotel; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討飯店之顧客體驗、體驗價值與品牌權益影響關係之研究,以劍湖山王子飯店之顧客為研究對象,透過因素分析來萃取出主要因素構面,運用線性結構模式(LISREL)來驗證各研究構面的影響關係。問卷共計發放320份問卷,有效回收率為93.75%。研究結果顯示如下:1.在顧客體驗方面,關聯體驗對顧客體驗的影響最大;2.在體驗價值方面,愉悅與美感價值、休閒價值對顧客體驗價值的影響最大;3.在品牌權益方面,知覺品質對顧客品牌權益的貢影響最大;4.顧客體驗對體驗價值是有顯著的正向影響;5.體驗價值對品牌權益間有顯著的正向影響;6.體驗價值是顧客體驗影響品牌權益的重要中介變數。 |
英文摘要 | The purpose of this study is to explore the relationships among the consumer experience, experiential value and brand equity of resort hotel. A case study was undertaken on the JANFUSUN PRINCE HOTEL. The data is analyzed by factor analysis is used to develop the theoretical model of this study. Then the LISREL model is used to measure the relationships between the constructs. The data collected from those 320 questionnaires, and an applicable rate of 93.75%. The major findings of this research are as follows: 1. The consumer experience was most affected by relate experience. 2. The experiential value was most affected by the joyful value and leisure value. 3. The brand equity was most affected by the perceived quality. 4. Consumer experience has direct positive impact on experiential value significantly. 5. Experiential value has direct positive impact on brand equity significantly. 6. Experiential value is the important medium variable when the brand equity was affected by the consumer experience. |
本系統中英文摘要資訊取自各篇刊載內容。