研究生: |
蕭怡祥 Yi-Hsiang Hsiao |
---|---|
論文名稱: |
體驗行銷與體驗價值對口碑傳遞之影響─以民宿業為例 The Influence between Experience Marketing and Experiential Value on Word of Mouth- A Case Study of the Bed and Breakfast Accommodation Industry |
指導教授: |
林孟彥
Meng-Yen Lin |
口試委員: |
欒斌
Bin Luan 蔡瑤昇 Yao-Sheng Tsai |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2015 |
畢業學年度: | 103 |
語文別: | 中文 |
論文頁數: | 50 |
中文關鍵詞: | 民宿 、體驗行銷 、體驗價值 、口碑 |
外文關鍵詞: | B & B, Experiential marketing, Experiential value, WOM |
相關次數: | 點閱:396 下載:16 |
分享至: |
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隨著消費者自主意識崛起,在追求產品本身的功能及服務外,同時追求體驗後心靈深層的感受,並經由購買的過程及接觸服務體驗產生內心深度感受的價值,進而達到口碑傳遞的意願。
因此,本研究以民宿業為例,發展出體驗行銷、體驗價值與口碑傳遞意願的研究架構,採隨機抽樣法進行問卷調查,共得有效問卷共252份。研究結果顯示:
1.部分體驗行銷與體驗價值有顯著正向影響。
2.部分體驗行銷與口碑傳遞有顯著正向影響。
3.部分體驗價值與口碑傳遞顯示有顯著正向影響。
4.體驗價值在體驗行銷及口碑傳遞關係間是具有中介效果。
With the rise up of consumers’ self-conscious, the consuming is not only to purchase the services and function of product, but also to accomplish spiritual experience and value in order to achieve the intention of word of mouth (WOM) transmission.
Therefore, this research investigates the bed and breakfast (B&B) accommodation industry on how to develop the relationship among experiential marketing, experiential value and the intention of WOM transmission. With a questionnaires survey, 252 valid data was retrieved through a random sampling. The empirical results indicate as follows:
1.Part of experiential marketing has significant positive effect on experiential value.
2.Part of experiential marketing has significant positive effect on the WOM transmission.
3.Part of experiential value has significant positive effect on the WOM transmission.
4.Eexperiential value also mediates the relationships between experiential marketing and WOM transmission.
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