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題名 | 休閒農場消費者商店印象、體驗與行為意圖關係之研究=The Study of the Relationship among Consumer's Store Image, Experience and Behavioral Intentions |
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作者 | 鍾志強; 羅雯心; | 書刊名 | 休閒產業管理學刊 |
卷期 | 1:1 2008.04[民97.04] |
頁次 | 頁54-65 |
分類號 | 992.62 |
關鍵詞 | 結構方程模式; 蜜蜂故事館; 體驗; Structural equation model; Honey museum; Experiential; |
語文 | 中文(Chinese) |
中文摘要 | 本研究目的旨在了解蜜蜂故事館消費者商店印象、消費者體驗與行爲意圖的關係。研究採用結構方程模式,呈現出消費者商店印象、消費者體驗與行爲意圖的影響情形與強弱程度,進而提供蜜蜂故事館推行體驗活動的參考。研究對象爲蜜蜂故事館消費者,共發出400份問卷,回收有效問卷389份。研究發展出商店印象、消費者體驗與行爲意圖三部份問卷,作爲研究工具,以次數分配、因素分析及結構方程模式等統計方法進行分析。研究結果顯示:(一)商店印象會正向影響消費者體驗。(二)消費者體驗會正向影響行爲意圖。(三)商店印象對行爲意圖不具顯著正向影響。 |
英文摘要 | The purpose of this study was to investigate the effect of consumer' store mage and consumer' xperience of Honey Museum consumer upon behavioral intentions. The structural equation model was adopted to analyze how consumer's store image and consumer's experience influenced their behavioral intentions. 400 consumers were selected as research subjects, retrieved 389 shares. It also developed three questionnaires, including consumer's store image, experience and behavioral intentions for the Honey Museum consumer. The collected data were analyzed by frequency, factor analysis and structural equation model. This research found that: (1) the store image had an obvious influence on the consumer's experience; (2)the experience had an obvious influence on the behavioral intentions; (3)the store image had not an obvious influence on the behavioral intentions. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。