請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54647完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 雷立芬(Li-Fen Lei) | |
| dc.contributor.author | Hao-Ling Chi | en |
| dc.contributor.author | 祁皓翎 | zh_TW |
| dc.date.accessioned | 2021-06-16T03:36:11Z | - |
| dc.date.available | 2020-08-11 | |
| dc.date.copyright | 2015-08-11 | |
| dc.date.issued | 2015 | |
| dc.date.submitted | 2015-06-17 | |
| dc.identifier.citation | 參考文獻
呂惠富，2011。「體驗型態對超級籃球聯賽球迷體驗滿意與忠誠度影響之研究」，《體育學報》。44卷1期，93-112。 沈進成、廖若岑與周君妍，2005。「遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究-以華山咖啡爲例」，《戶外遊憩研究》。18卷3期，59-79。 沈進成與廖若岑，2007。「遊客體驗、品牌形象與忠誠度影響關係之研究－以劍湖山王子大飯店為例」，《休閒與遊憩研究》。1卷1期，41-70。 周聰佑、陳彥廷與張鈺禾，2010。「體驗行銷對顧客忠誠度影響之研究－以直銷業為例」，《行銷評論》。7卷1期，1-24。 林予雯、陳姿伶與蔣憲國，2013。「消費者對便利商店自有品牌商品之購買涉入、品牌形象與購買行為研究: 以7-SELECT 為例」，《台灣農學會報》。14卷2期，291-313。 林永順、蔡青園與陳正平，2013。「咖啡連鎖業品牌形象、服務品質對品牌忠誠度影響之研究－以屏東 85 度 C 咖啡連鎖店為例」，《育達科大學報》。35期，1-30。 林南宏 、王文正、邱聖媛與鍾怡君，2007。「產品知識及品牌形象對購買意願的影響-產品類別的干擾效果」，《行銷評論》。4卷4期，481-504。 林聰哲，2008。「中部地區高爾夫球場服務品質、消費者知覺價值、滿意度與行為意向之研究」，《管理實務與理論研究》。2卷4期，196-214。 林豐政與林芳宇，2012。「創意生活產業下宜蘭地區休閒農場競爭力之研究」，《中山管理評論 》。20卷4期，1143-1176。 胡同來、何怡萱與謝文雀，2014。「探討百貨業於關係信任、品牌形象、體驗行銷與顧客忠誠度關聯性之研究」，《北商學報》。25與26期，55-75。 張嘉雯、王惠玄與李敏瑋，2010。「品牌形象、知覺價值與顧客忠誠度關係之探究」，《興國學報》。11期，23-36。 梁文薏、林豐瑞，2014。「品牌形象、認知價值影響滿意度及忠誠度之研究：以邱氏咖啡為例」，《農業推廣文彙》。59輯，95-120。 莊俊安、林世傑與吳宗瓊，2012。「民宿口碑傳播之研究：互動品質、服務品質、滿意度之關係」，《餐旅暨觀光》。9卷3期，133-149。 許瑞娟，2010。「體驗行銷對品牌形象影響之研究」，《文大商管學報》。15卷1期，81-98。 陳世雄，2003。「推行有機農業之省思（上）-發展瓶頸」，《鄉間小路》。29期，20-23。 陳弘慶，2007。「2006全國大專運動會參與者之涉入程度、體驗行銷、滿意度及忠誠度之相關實證研究」，《運動休閒管理學報》。4卷1期，14-33。 黃翠瑛、吳國偉、洪瑋隆、曾妙蓮、楊曜銘與林立婕，2009。「巧克力產品的品牌形象、顧客價值對品牌忠誠度之研究」，《台灣農學會報》。10卷3期，214-224。 楊佳儒、王克武與賴姍姍，2008。「SBL 現場觀眾涉入程度,球隊認同對滿意度與忠誠度影響之研究」，《嶺東體育暨休閒學刊》。6期，85-97。 楊雅棠、張媛婷、王則勛、呂哲演、潘韻筑與蘇萱芳，2014。「農夫市集消費行為與生活型態、服務品質認知對忠誠度影響之研究-以希望廣場為例」，《致理學報》。34期，299-341。 董時叡，2013。「有機農產品行銷與農夫市集」，《農業生技產業季刊》。32期，60-63。 劉明德與梅國忠，2011。「網站體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究」，《行銷科學學報》。7卷2期，129-154。 蔡侊勳與葉焜煌，2012。「體驗行銷與感質力對品牌形象、顧客滿意度與忠誠度的影響：以數位相機為例」，《行銷評論》。9卷2期，161-179。 鍾政偉，2014。「節慶活動認知、滿意度與忠誠度關係之研究-以 2013 高雄燈會藝術節為例」，《島嶼觀光研究》。7卷1期，26-53。 Aaker, D. A. (1996).“Measuring brand equity across product and markets.”California Management Review, 38(3): 102-120. Aaker, D. A., and Keller, K. L. (1990).“Consumer valuations of brand extensions.” The Journal of Marketing, 27-41. Alan, S. and Kunal, B. (1994). “Customer Loyalty：Toward an Integrated conceptual Framework.”Journal of Academy of Marketing Science, 22: 99-113. Alba, J. W., and Hutchinson, J. W. (1987).“Dimensions of consumer expertise.”Journal of Consumer Research, 411-454. Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms.”Marketing Science, 12(2): 125-143. Bagozzi, R. P. and Yi, Y. (1998).“On the Evaluation of Structural Equation Models.”Journal of the Academic of Marketing Science. 16(1): 76-94. Baker, D. A. and Crompton, J. L. (2000).”Quality, Satisfaction and Behavioral Intentions.”Annals of Tourism Research, 27(3): 785-804. Bhat, S., and Reddy, S. K. (1998). “Symbolic and functional positioning of brands.”Journal of Consumer Marketing,15(1): 32-43. Biel, A. L. (1992). “How brand image drives brand equity.”Journal of Advertising Research,32(6): 6-12. Bollen, K. A. (1989). Structural Equations with Latent Variables. New York: Wiley. Brown A. (2001).“Counting farmers markets.”The Geographical Review, 91(4): 655-674. Cardozo, R. N. (1965). “An experimental study of customer effort, expectation and satisfaction.”Journal of Marketing Research, 2: 244-249. Churchill, G. A. Jr. and Surprenant, C. (1982).“An investigation into the determinants of consumer satisfaction.”Journal of Marketing Research, 19(4): 491-504. Cronin, J. J., Brady, M. K., and Hult, G. T. M. (2000).“Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments.”Journal of Retailing,76(2): 193-218. Day, R. L. (1984). “Modeling choices among alternative responses to dissatisfaction.” In Kinnear, T. C. edit. Advances in consumer research. 11th ed. Provo, UT: Association of Consumer Research, 496-499. Day, R. L. and Landon, E. L. (1977).“Collecting comprehensive consumer complaining data by survey research.”Advance in Consumer Research, 3(1): 263-269. Dick, A. S., and Basu, K. (1994).“Customer loyalty: toward an integrated conceptual framework.”Journal of the Academy of Marketing Science,22(2): 99-113. Dorfman, P. W. (1979). “Measurement and meaning of recreation satisfaction: A case study of camping.”Environment and Behavior, 11(4): 483-510. Farquhar, P. H. (1989). “Managing brand equity.”Marketing Research,1(3): 24-33. Fornell, C. (1992). “A national customer satisfaction barometer: The Swedish experience.” Journal of Marketing, 56(1): 6-22. Fornell, C. and Larker, D. (1981).“Evaluating structural equatuin methods with unobservable variables and measurement error.”Journal of Marketing Research, 18(1): 39-50. Francken, D. A. (1983).”Postpurchase Consumer Evaluation, Complaint Actions and Repurchase Behavior.”Journal of Economic Psychology, 19(4): 273-290. Gautier, A. (2003). “Think again: why experiential marketing is the next big thing.”New Zealand Marketing Magazine, 8-14. Gertner, D., and Kotler, P. (2002).“Country as brand, product, and beyond: A place marketing and brand management perspective.”Journal of Brand Management,9(4-5): 249-262. Goffman,E.(1974).Frame Analysis. New York：Harper and Row. Griffin, J. (1996). “The Internet’s expanding role in building customer loyalty.”Direct Marketing,59(7): 50-53. Gronholdt, L., Martensen, A., and Kristensen, K. (2000). “The relationship between customer satisfaction and loyalty: Cross-industry differences.”Total Quality Management,11(1): 509-516. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., and Black, W. C. (1998).“Multivariate Data Analysis.' Upper Saddle River, NJ: Prentice Hall. Hoch, S. J. (2002). “Product experience is seductive.”Journal of Consumer Research,29(3): 448-454. Holbrook, M. B. (2000). “The millennial consumer in the texts of our times: Experience and entertainment.”Journal of Macromarketing,20(2): 178-192. Holbrook, M. B., and Hirschman, E. C. (1982).“The experiential aspects of consumption: Consumer fantasies, feelings, and fun.”Journal of Consumer Research, 132-140. Hunt, J. D. (1975). “Image as a factor in tourism development.”Journal of Travel Research, 13(3): 1-7. Jenkins, O. H. (1999). “Understanding and measuring tourist destination images.”International journal of Tourism Research,1(1): 1-15. Jones, T. O. and W. E. Sasser (1995), “Why Satisfied Customers Defect.”Harvard Business Review, 73 (6) : 88-99. Joreskog, K. G. (1973). “A General Method for Estimating a Linear Structural Equation System,”In Goldberger, A. S. and Duncan, O. D. (eds.), Structural Equation Model in the Social Science, New York: Academic,85-112. Kamins, M. A., and Marks, L. J. (1991).“The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands.” Journal of the Academy of Marketing Science,19(3): 177-185. Keller, K. L. (1993). “Conceptualizing, measuring, and managing customer-based brand equity.”The Journal of Marketing, 1-22. Kotler, P. (1997). Marketing Management, (11th ed).New Jersey: Pearson Prentice Hall. Kotler, P., and Gertner, D. (2004).“Country as brand, product and beyond: a place marketing and brand management perspective.”Destination branding: Creating the Unique Destination Proposition, 2: 40-56. Kunkel, J. H. and Berry, L. L. (1968).“A Behavioral Conception of Retail Image.”Journal of Marketing Research, 32(10): 21-27. Lindquist, J. (1974). “Meaning of image.”Journal of Retailing, 50(4): 29-38. Mayo, E. (1975). “Tourism and the national parks: A psychographic and attitudinal study.”Journal of Travel Research,14(1): 14-21. Oliva, T., R. L. Oliver and MacMillan, I. (1992).“A Catastrophe Model for Developing Service Satisfaction Strategies.”Journal of Marketing, 56: 83-95. Oliver, R. L. (1980). “A cognitive model of the antecedents and consequences of satisfaction decisions.”Journal of Marketing Research, 460-469. Oliver, R. L. (1999). “Whence consumer loyalty?”Journal of Marketing Research, 63(special): 33-44. Palazón-Vidal, M., and Delgado-Ballester, E. (2005).“Sales promotions effects on consumer-based brand equity.”International Journal of Market Research,47(2): 179-204. Parasuraman, A., Berry, L., and Zeitjaml, V. (1988). “Servqual : A multiple-item scale for measuring customer perceptions of sevice quality.” Journal of Retailing, 64(1): 12-40. Park, C. W., Jaworski, B. J., and Maclnnis, D. J. (1986).“Strategic brand concept-image management.”The Journal of Marketing, 135-145. Park, C. W., Milberg, S., and Lawson, R. (1991).“Evaluation of brand extensions: the role of product feature similarity and brand concept consistency.”Journal of Consumer Research, 185-193. Pine, B. J., and Gilmore, J. H. (1998).“Welcome to the experience economy.” Harvard Business Review,76: 97-105. Portney, L. G., and Watkins, M. P. (2000).“Foundations of clinical research: applications to practice.”Upper Saddle River, NJ: Prentice Hall. Prus, A., and Brandt, D. R. (1995).“Understanding your customers.”Marketing Tools,2(5): 10-14. Schmitt, B. (1999). “Experiential marketing.”Journal of Marketing Management, 15(1-3): 53-67. Selnes, F. (1993).“An examination of the effect of product performance on brand reputation, satisfaction and loyalty.”European Journal of Marketing, 27(9): 19-35. Sirohi, N., McLaughlin, E. W., and Wittink, D. R. (1998).“A model of consumer perceptions and store loyalty intentions for a supermarket retailer.”Journal of Retailing,74(2): 223-245. Stum, D. L., and Thiry, A. (1991).“Building customer loyalty.”Training and Development Journal, 34-36. Westbrook, R. A. (1980). “A rating scale for measuring productservice satisfaction.Journal of Marketing.”44:68-72. Woodruff, R. B., Cadotte, E. R., and Jenkins, R. L. (1983). “Modeling consumer satisfaction processes using experience-based norms.”Journal of Marketing Research, 20: 296-304. Zeithaml, V. A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.”The Journal of Marketing, 2-22. Zeithaml, V. A. and Golden, L. L. (1988). “Impression of retail stores: A content analysis of consumer image.” Journal of Retailing, 64(3): 265-293. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996).“The behavioral consequences of service quality.”the Journal of Marketing, 31-46. Zeithaml, V. A., Parasuraman, A., and Berry, L. L. (1985).“Problems and strategies in services marketing.”The Journal of Marketing, 33-46. Zhan, L., and He, Y. (2012).“Understanding luxury consumption in China: Consumer perceptions of best-known brands.”Journal of Business Research,65(10): 1452-1460. 行政院農委會網站。（www.coa.gov.tw/show_index.php）（2015/03/25） 水花園有機農夫市集。(www.lifenext.com)（2015/03/25） 行政院環境環保署。（www.epa.gov.tw/mp.asp?mp=epa）（2015/03/25） 台灣環境資訊協會-環境資訊中心。（www.e-info.org.tw/node/13209）（2015/03/20） 有機農業全球資訊網。 (http://organic.supergood.com.tw/supergood/front/bin/home.phtml) （2015/05/09） 台北市 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54647 | - |
| dc.description.abstract | 農夫市集是近年來才在台灣盛行的銷售管道，滲透度並未像傳統市場和超級市場高。然而生鮮超市或量販店因為商品多樣，甚至可以舉辦促銷活動而更能吸引消費者。但是消費者對於購物地點的偏好是否具有忠誠度，應該深入探討，才能提供農夫市集創造競爭優勢的參考。Kotler（1997）認為消費者會藉由品牌來區別各業者的產品與服務，所以發展獨創品牌風格對產品本身極為重要。消費方式和價值觀不斷的改變，Pine and Gilmore（1998）提出體驗在消費者心中的評價越來越高，因此宣告體驗經濟時代來臨。Schmitt（1999）更建議體驗行銷，亦即在品牌、商品或服務添加入體驗的成分，帶給消費者難忘的記憶，並強化產品、服務或品質的水準。
緣此，本研究以水花園有機農夫市集為例，探討品牌形象、體驗行銷、顧客滿意度和忠誠度的交互影響。本研究採取便利抽樣法，有效問卷160份，以結構方程式模型（Structural Equation Modeling，SEM）進行研究假設之驗證。結果發現品牌形象對顧客滿意度與顧客忠誠度顯著影響；體驗行銷對顧客滿意度與顧客忠誠度皆有正向關聯；品牌形象和體驗行銷亦有顯著影響。 根據研究發現，本研究建議水花園農夫市集業者採取以下品牌策略。首先應在社群網站上、行動通訊軟體上廣做宣傳，以增加農夫市集的曝光率，進而建立品牌辨別度。其次強化定期、定時舉辦活動與講座之內容，以建立消費者的信任感；並且推出網路宅配服務，提供顧客便利性，來加強品牌內涵，進而提升顧客的滿意度。此外搭配文創的潮流、注入時尚的元素，而形成年輕消費族群的品牌反應促使追隨潮流的年輕人更願意前往消費。農夫市集所具備「在地生產、友善環境」特色，再搭配水花園的獨特性，將可創造品牌共鳴，而增加忠誠度。 | zh_TW |
| dc.description.abstract | Food security has been concerned by all customers, especially when the food
safety issues are constantly explored.With the contaminated food spreading throughout the entire country, customers are more and more caring about their health and the whole environment, and also arouse their awareness of food security. Executive Yuan promotes to choose local and season food so that we can eat healthier and get more benefit. The government officers also encourage people to use fresh ingredient and improve the living levels. Kotler（1997）pointed that customers would use brand image to distinguish the difference between various products and service. Consumption habits and values have been changed, which leads to emphasizing on experiential marketing. Pine and Gilmore（1998）announced the age of experiential marketing had been coming. This article was to investigate the relationship among brand image、experiential marketing、customer satisfaction and customerloyalty on farmer' market. Data were collected and analyzed via a survey questionnaire and use structural equation modeling (SEM) to verify the hypothesis. The findings were based on the experiences of 171 consumers. The results found that brand image had a significant effect on customer satisfaction and customer loyalty, and experiential marketing also has a significant impact on customer satisfaction and customer loyalty. Eventually, the outcome will provide the sellersof farmer’s market and other researchers with reference and suggestion in the future. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T03:36:11Z (GMT). No. of bitstreams: 1 ntu-104-R02627013-1.pdf: 3237743 bytes, checksum: f06d78ee3a2e82de98d14ccc74b677b4 (MD5) Previous issue date: 2015 | en |
| dc.description.tableofcontents | 目錄
謝辭 I 摘要 II ABSTRACT III 表目錄 VI 圖目錄 IX 第一章緒論 1 第一節研究背景與動機 1 第二節研究目的 4 第二章台灣農夫市集現況與水花園有機農夫市集 6 第一節農夫市集定義與功能 6 第二節台灣農夫市集現況 8 第三節水花園有機農夫市集介紹 12 第三章文獻回顧 18 第一節品牌形象定義與衡量 18 第二節體驗行銷定義與衡量 21 第三節顧客滿意度定義與衡量 24 第四節顧客忠誠度定義與衡量 27 第四章研究假設與研究方法 31 第一節研究假設 31 第二節研究變數操作型定義與問卷設計 34 第三節前測與資料分析方法 40 第四節結構方程式 42 第五章實證結果與分析 52 第一節樣本敘述性統計分析 52 第二節各構面樣本敘述統計分析 54 第三節信、效度分析 60 第四節 T檢定與單因子變異數分析 62 第五節相關分析 72 第六節驗證性因素分析結果 74 第七節研究假設之驗證 93 第六章結論 100 參考文獻 104 附錄 109 附錄一前測問卷之信度分析結果 110 附錄二正式問卷 115 附錄三正式問卷之信度分析結果 121 附錄四農夫市集訪談大綱 126 | |
| dc.language.iso | zh-TW | |
| dc.subject | 結構方程式 | zh_TW |
| dc.subject | 水花園有機農夫市集 | zh_TW |
| dc.subject | 品牌形象 | zh_TW |
| dc.subject | 體驗行銷 | zh_TW |
| dc.subject | 顧客滿意度 | zh_TW |
| dc.subject | 顧客忠誠度 | zh_TW |
| dc.subject | Customers Satisfaction | en |
| dc.subject | Structural Equation Modeling（SEM） | en |
| dc.subject | Customers Loyalty | en |
| dc.subject | Brand Image | en |
| dc.subject | Experiential Marketing | en |
| dc.title | 水花園有機農夫市集品牌形象、體驗行銷、顧客滿意度與忠誠度關係之研究 | zh_TW |
| dc.title | A Study for Water Garden Organic Farmers' Marketon the Relationships among Brand Image, Experiential Marketing, Customers' Satisfaction and Loyalty | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 103-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 蕭清仁,官俊榮,王俊豪 | |
| dc.subject.keyword | 水花園有機農夫市集,品牌形象,體驗行銷,顧客滿意度,顧客忠誠度,結構方程式, | zh_TW |
| dc.subject.keyword | Brand Image,Experiential Marketing,Customers Satisfaction,Customers Loyalty,Structural Equation Modeling（SEM）, | en |
| dc.relation.page | 129 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2015-06-18 | |
| 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 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-104-1.pdf 未授權公開取用 | 3.16 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。