運用結構方程模式探討顧客體驗、體驗價值與品牌權益影響關係之研究

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Title:	運用結構方程模式探討顧客體驗、體驗價值與品牌權益影響關係之研究
Authors:	楊琬琪;沈進成
Contributors:	南華大學旅遊事業管理研究所;國立高雄餐旅學院旅遊管理研究所
Keywords:	顧客體驗;體驗價值;品牌權益
Date:	2006-05-01
Issue Date:	2009-12-15 01:21:55 (UTC+0)
Publisher:	亞洲大學休閒與遊憩管理學系
Abstract:	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，情感體驗之顧客認同程度最高；2.在體驗價值方面，愉悅與美感價值顧客之重視程度較高；3.在品牌權益方面，品牌忠誠度顧客認同程度為最高；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。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 feel experience. 2. The experiential value was most affected by the joyful and aesthetic value. 3. The brand equity was most affected by the brand loyalty. 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.
Relation:	2006年海峽兩岸休閒產業發展學術研討會 05-01~02
Appears in Collections:	[Department of Leisure and Recreation Management] Proceedings

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