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題名:茶道場域消費者體驗因素之研究
作者:丁吉祥
作者(外文):Ting, Chi-Hsiang
校院名稱:亞洲大學
系所名稱:經營管理學系
指導教授:黃萬傳
學位類別:博士
出版日期:2016
主題關鍵詞:茶道空間氛圍體驗行銷地方依附幸福感Tea zenSpace AtmosphereExperiental MarketingPlace attachmentHappiness
原始連結:連回原系統網址new window
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消費者在茶道場域中透過空間氛圍環境的擺設,體驗茶道文化。經過調查分析,茶道文化推廣上適合各年齡層,大專程度以上參與族群最多,沒有性別差別。活動參者有與家人同行、朋友同行的現象、未婚族群參與者多。利用Smart pls 探索後,發現空間氛圍對體驗行銷有正相關。體驗行銷分別對地方依附、幸福感有正相關。地方依附對幸福感有正相關。此研究結果提供茶道文化推廣者在行銷規劃和活動推展之參考。
Consumers have experience in the field of tea culture through the space atmosphere environment. After investigation and analysis, the promotion of tea culture can apply to all ages, but more than most college participation groups, there is no gender difference. We find it can fit with family and friends on the active participation of the phenomenon, participants are mostly unmarried population.To use of Smart PLS (Partial Least Squares) is to explore and found result. Space atmosphere and experiential marketing have a positive correlation. All of experiential marketing, place attachment and happiness have positive correlations. Place attachment and happiness are positively correlated. Results of this study may provide to promote tea culture for people are helpful in the planning and marketing activities take forward.
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三、網路資料
張淳(2004)。茶道的精神內涵。北京新華社論。2009 年6 月23 日http://news.xinhuanet.com/health/2004-06/23/content_1542278.htm
行政院農委會茶業主題館網頁 http://kmweb.coa.gov.tw/subject/ct.asp?xItem=84007&ctNod=
行政院交通部觀光局政策白皮書
http://admin.taiwan.net.tw/upload/contentfile/auser/b/wpage/page1.htm
行政院農委會2015年施政計畫
http://www.coa.gov.tw/view.php?catid=2504460




 
 
 
 
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