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題名:藝術文化節慶遊客之品牌權益、品牌體驗及情緒反應對行為意圖之影響:兼論滿意度之中介效果
作者:陳映潔 引用關係
作者(外文):Ying Chieh Chen
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:蔡進發
學位類別:博士
出版日期:2017
主題關鍵詞:品牌權益品牌體驗情緒反應滿意度行為意圖Brand identityBrand experienceEmotional responseSatisfactionBehavior intention
原始連結:連回原系統網址new window
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本研究主要目的在探討藝術文化節慶遊客品牌權益及品牌體驗、情緒反應、滿意度與行為意圖之關聯性,並利用驗證性因素分析、結構方程式尋求最適配模式及品牌體驗、滿意度在研究模式中對於品牌權益與重遊意願關係的中介效應。本研究採用便利抽樣策略進行問卷調查,針對高雄市藝術文化節慶活動之已參加旅客發放600份問卷,有效問卷為516份,調查時間於2016年3月至2017年2月在主要之高雄大東藝術文化中心與駁二藝術特區及高雄市立文化中心進行。本研究發現受測者對於是否再參與藝術文化節慶活動的行為意圖之整體評估,乃受到個人對品牌權益、品牌體驗、滿意度的認知與正面的情感所決定;而滿意度,不僅直接正向影響遊客之行為意圖,卻也能同時巧妙扮演降低品牌權益、品牌體驗及情緒的認知因素而影響再次旅遊的行為中介角色。本研究成果希冀提出管理意涵供相關單位在經營管理上之參考,以利城市或鄉鎮發展藝術文化節慶活動觀光推展規劃。
This study examines the brand identity, brand experiences and emotional response which can influence visitor behavioral intentions to revisit arts and cultural festivals. Both confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied to examine the brand identity, the brand experiences and emotional response that were used to determine the visitor behavioral intention. The analysis draws upon data collected in the Kaohsiung arts and culture festival at three venues, namely the Dadong Culture and Arts Center, The Pier-2 Art Center and Cultural Center of Kaohsiung from March 2016 to February 2017, using a convenience sampling survey. The results indicate the visitor’s intention to participate in the arts and cultural festivals determined by the brand equity, brand experience, satisfaction and positive emotions. In addition, satisfaction positive affect the tourists’ behavior intention and play a mediating role in brand equity, brand experience and emotional respones affect the behavior. The study findings can inform the cultural tourism sector about consumer demands and update the development of appropriate marketing strategies, so that the visitors can experience the true brand value of the arts and culture festivals.
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