休闲农场体验行销、品牌形象、体验价值、知觉风险与忠诚度间关

【外文题名】The Study on the Relationships between Experience Marketing, Brand Image, Experience Value, Perceived Risk and Loyality- A Case of Lv Ying Farm in Chiayi County

【作者】 廖伟博

【关键词】 休闲农场 体验价值 品牌形象

【外文关键词】 leisure farm Chiayi County experience value

【导师姓名】徐世勋

【学位名称】硕士

【学位年度】暂无

【学位授予单位】暂无

【所属分类】F272.3

【录入时间】2014-11-17

【全文挂接】 读秀挂接

【摘要】服務品質的提升與重遊意願的增進則是業者首要關切的議題。以往有關休閒農場服務品質的研究皆著重於農場服務品質、顧客滿意度、忠誠度、遊憩體驗等構念的研究(陳肇堯、胡學彥，2002；黃宗成、吳忠宏、高崇倫，2000；楊文燦、鄭琦玉，1995)。甚少觸及農場品牌形象、體驗行銷、體驗價值或知覺風險等構念的探討。而在服務業行銷中，公司名稱常被視為主要的品牌形象。消費者通常會基於對品牌的知覺，來進行購買的決定行為(Low & Lamb, 2000)。因此本研究延續前人的研究，再加入農場品牌形象、體驗行銷、體驗價值與知覺風險等構念，試圖以線性結構關係模式探討休閒農場之品牌形象、體驗行銷、體驗價值、知覺風險與忠誠度之間的關係，並將研究結果提供作為休閒農場相關業者進行行銷策略時之參考。本研究以嘉義縣知名的綠盈牧場遊客為訪問對象，採便利抽樣，計蒐集195份有效問卷，並進行結構方程模式分析，研究結論與建議如下：1.體驗行銷對品牌形象具有顯著的正向影響。2.體驗行銷對體驗價值具有顯著的正向影響。3.品牌形象對知覺風險具有負向影響，但並未達顯著水準。4.體驗價值對知覺風險具有顯著的負向影響。5.知覺風險對品牌忠誠度具有顯著的負向影響。本研究的五個假設，除了假設三「品牌形象對知覺風險具有負向影響」未獲得支持外，另外四個假設皆獲得支持。品牌形象對知覺風險的影響未達顯著，或許兩者之間尚存在中介變數。除此而外，本研究所建構的因果模式，大致驗證了體驗行銷會影響到農場的品牌形象與遊客的體驗價值，進而遊客的體驗價值會對遊客的知覺風險帶來負向影響，最後，遊客的知覺風險又會負向影響到遊客的品牌忠誠度。此一影響路徑圖可提供休閒農場相關業者未來擬定行銷努力方向之參考。最後，建議農場經營者可以從體驗行銷的五個構面來強化遊客對農場的體驗，藉此可以提升農場的品牌形象並增加遊客的體驗價值。...

【外文摘要】The studies on service quality of leisure farm always focuses on the following constructs, such as farms’ service quality, customer satisfaction, loyalty, and recreation experiences in the past. The thesis follows previous researches and adds different constructs, such as farms’ brand image, experience marketing, experience value, and perceived risk. Trying to explore the relationships among farms’ brand image, experience marketing, experience value, perceived risk, and loyalty by SEM (structural equation model). The subjects are from the tourist of Lv Ying Farm in Chiayi County. The study uses convenient sampling to collect 195 subjects. The conclusions are as follows: 1. Experience marketing has significant positive effect on brand image. 2. Experience marketing has significant positive effect on experience value. 3. Brand image has negative effect on perceived risk, but it didn’t reach to significant level。 4. Experience value has significant negative effect on perceived risk. 5. Perceived risk has significant negative effect on brand loyalty. Finally the study suggests that farm managers may strengthen tourists’ farm experience from the five dimensions of experience marketing. In this way, farms’ brand image can be raised and strengthen tourists’ experience value. Keywords: leisure farm, Chiayi County, experience value...