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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 徐世勳(Shih-Hsun Hsu) | |
dc.contributor.author | Wei-Po Liao | en |
dc.contributor.author | 廖偉博 | zh_TW |
dc.date.accessioned | 2021-06-08T04:13:47Z | - |
dc.date.copyright | 2010-08-19 | |
dc.date.issued | 2010 | |
dc.date.submitted | 2010-08-13 | |
dc.identifier.citation | 一、中文部份
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/22207 | - |
dc.description.abstract | 結合農業和休閒的休閒農場觀光,自民國五十九年發展以來,迄今已有三十多年歷史。據台灣休閒農業發展協會表示,該協會共有178家會員,根據民國95年統計資料,協會會員的年營收總額已突破70億元(行政院客家委員會,2007)。
然而國內各種休閒旅遊產業競爭激烈,休閒農場如何在競爭激烈的旅遊業中脫穎而出,那麼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。 | zh_TW |
dc.description.abstract | 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 | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T04:13:47Z (GMT). No. of bitstreams: 1 ntu-99-P97627021-1.pdf: 687668 bytes, checksum: 45c67a299c9f59eecf608f1c92dd3be4 (MD5) Previous issue date: 2010 | en |
dc.description.tableofcontents | 目錄
Abstract ii 摘要 iii 第一章 緒論 1 第一節 研究背景、動機與目的 1 第二節 研究流程 2 第二章 台灣休閒農業發展與現況 3 第一節 休閒農業意涵 3 第二節 台灣休閒農業發展現況與沿革 6 第三節 台灣休閒農場產業的SWOT分析 20 第四節 台灣休閒農場產業的經營困境 23 第三章 綠盈牧場介紹 26 第一節 綠盈牧場緣起 26 第二節 綠盈牧場沿革 27 第三節 綠盈牧場的驕傲 28 第四章 文獻探討 29 第一節 體驗行銷 29 第二節 品牌形象 30 第三節 體驗價值 31 第四節 知覺風險 33 第五節 忠誠度 35 第五章 研究方法 37 第一節 研究架構與研究假設 37 第二節 問卷設計 39 第三節 樣本抽樣及問卷調查 43 第四節 問卷預訪 43 資料來源:本研究整理。 44 第五節 資料分析方法 44 第六章 資料分析 46 第一節 樣本基本資料分析 46 資料來源:本研究整理。 48 第二節 信、效度分析 49 第三節 測量模式:驗證性因素分析 50 第四節 刪題後的信、效度分析 61 第五節 本研究模式之驗證 63 第七章 結論與建議 69 第一節 結論 69 第二節 建議 70 第三節 研究限制 70 參考文獻 71 附錄一 原始問卷內容 79 | |
dc.language.iso | zh-TW | |
dc.title | 休閒農場體驗行銷、品牌形象、體驗價值、知覺風險與忠誠度間關係之研究—以嘉義縣綠盈牧場為例 | zh_TW |
dc.title | 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 | en |
dc.type | Thesis | |
dc.date.schoolyear | 98-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 許應哲,李篤華 | |
dc.subject.keyword | 休閒農場,體驗價值,品牌形象, | zh_TW |
dc.subject.keyword | leisure farm,Chiayi County,experience value, | en |
dc.relation.page | 84 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2010-08-15 | |
dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
顯示於系所單位: | 農業經濟學系 |
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