查詢結果分析
相關文獻
- 觀光工廠體驗行銷、消費情緒與購買意願關係之研究
- Attribute Design and Marketing Strategy of Branding Experience Museums
- 懷舊氣氛對正向情緒與後續購買意願影響之探討
- 新產品舊通路體驗行銷效果分析
- 咖啡連鎖業之體驗行銷、知覺價值與購買意願關係研究
- 體驗行銷對顧客滿意度與購買意願之影響分析
- 觀光工廠體驗活動對顧客滿意度與購買意願之影響--以花東地區觀光工廠為例
- 體驗行銷、體驗價值對消費者購買意願之影響--臺灣車展之實證研究
- 體驗行銷、體驗價值與購買意願之研究:以白蘭氏健康博物館為例
- 芳香療法體驗行銷對顧客滿意度與購買意願之影響分析
頁籤選單縮合
題名 | 觀光工廠體驗行銷、消費情緒與購買意願關係之研究=A Study of Relationships among Experiential Marketing, Shopping Emotion and Purchase Intention in Tourism Factory |
---|---|
作者 | 張清源; Chang, Ching-yuan; |
期刊 | 觀光旅遊研究學刊 |
出版日期 | 20150600 |
卷期 | 10:1 2015.06[民104.06] |
頁次 | 頁19-34 |
分類號 | 992.014 |
語文 | chi |
關鍵詞 | 體驗行銷; 消費情緒; 購買意願; Experiential marketing; Shopping emotion; Purchase intention; |
中文摘要 | 本文旨在建構並驗證體驗行銷、消費情緒、購買意願之關係模式。本文以立意抽樣之方式,選擇彰化縣鹿港鎮台灣玻璃博物館遊客做為研究對象,共計回收544份有效問卷,資料分析方法運用驗證性因素分析與結構方程模式等統計進行分析。研究結果顯示:(1)體驗行銷感受正向且顯著影響購買意願;(2)體驗行銷感受正向且顯著影響消費情緒;(3)消費情緒對於購買意願的預測力未達顯著水準;(4)消費情緒對體驗行銷感受與購買意願之關係不具有顯著之中介效果。本文亦提出若干管理意涵與未來研究方向之建議。 |
英文摘要 | The purpose of this study was to construct and examine the nature of relationships among experiential marketing, shopping emotion, and purchase intention. A total of 544 usable structured questionnaires were collected from tourists of the Taiwan glass museum in Changhua City, Taiwan using purposive sampling. Data was analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results indicated the following: (1) experiential marketing has a positive and significant effect on purchase intention; (2) experiential marketing has a positive and significant effect on shopping emotion; (3) shopping emotion can't predict purchase intention; (4) shopping emotion can't mediate the relationship between experiential marketing and purchase intention. Managerial implications are discussed and future research directions are proposed in this study as well. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。