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題名：渡假飯店顧客體驗、體驗價值與品牌權益影響關係之研究--以劍湖山王子飯店為例
書刊名：旅遊管理研究
作者：沈進成 引用關係／楊琬琪
作者(外文)：Shen, Ching-cheng／Yang, Wan-chi
出版日期：2007
卷期：7:1
頁次：頁55-81
主題關鍵詞：顧客體驗；體驗價值；品牌權益；渡假飯店；Consumer experience；Experiential value；Brand equity；Resort hotel
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(12) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:12
  • 共同引用共同引用:73
  • 點閱點閱:45
本研究旨在探討飯店之顧客體驗、體驗價值與品牌權益影響關係之研究，以劍湖山王子飯店之顧客為研究對象，透過因素分析來萃取出主要因素構面，運用線性結構模式(LISREL)來驗證各研究構面的影響關係。問卷共計發放320份問卷，有效回收率為93.75％。研究結果顯示如下：1.在顧客體驗方面，關聯體驗對顧客體驗的影響最大；2.在體驗價值方面，愉悅與美感價值、休閒價值對顧客體驗價值的影響最大；3.在品牌權益方面，知覺品質對顧客品牌權益的貢影響最大；4.顧客體驗對體驗價值是有顯著的正向影響；5.體驗價值對品牌權益間有顯著的正向影響；6.體驗價值是顧客體驗影響品牌權益的重要中介變數。
The purpose of this study is to explore the relationships among the consumer experience, experiential value and brand equity of resort hotel. A case study was undertaken on the JANFUSUN PRINCE HOTEL. The data is analyzed by factor analysis is used to develop the theoretical model of this study. Then the LISREL model is used to measure the relationships between the constructs. The data collected from those 320 questionnaires, and an applicable rate of 93.75%. The major findings of this research are as follows: 1. The consumer experience was most affected by relate experience. 2. The experiential value was most affected by the joyful value and leisure value. 3. The brand equity was most affected by the perceived quality. 4. Consumer experience has direct positive impact on experiential value significantly. 5. Experiential value has direct positive impact on brand equity significantly. 6. Experiential value is the important medium variable when the brand equity was affected by the consumer experience.
期刊論文
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6.Park, C. S.、Srinivasan, V.(1994)。A survey-based method for measuring and understanding brand equity and its extendibility。Journal of Marketing Research，31(2)，271-288。  new window
7.Sinha, I.、DeSarbo, W. S.(1998)。An Integrated Approach toward the Spatial Modeling of Perceived Customer Value。Journal of Marketing Research，35(2)，236-249。  new window
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9.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The experiential aspects of consumptions: consumer fantasies, feelings and fun。Journal of Consumer Research，9(2)，132-140。  new window
10.Prasad, K.、Dev, C. S.(2000)。Managing hotel brand equity: a customer-centric framework for assessing performance。The Cornell Hotel and Restaurant Administration Quarterly，41(3)，22-31。  new window
11.Farquhar, P. H.(1990)。Managing Brand Equity。Journal of Advertising Research，30(4)，7-12。  new window
12.沈進成、廖若岑、周君妍(20050900)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究--以華山咖啡為例。戶外遊憩研究，18(3)，59-79。new window  延伸查詢new window
13.Eighmey, John(1997)。Profiling user responses to commercial web sites。Journal of Advertising Research，37(3)，59-66。  new window
14.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
15.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
16.Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2001)。Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment。Journal of Retailing，77(1)，39-56。  new window
17.Otto, Julie E.、Ritchie, J. R. Brent(1996)。The service experience in Tourism。Tourism Management，17(3)，165-174。  new window
18.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
19.Mano, Haim、Oliver, Richard L.(1993)。Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction。Journal of Consumer Research，20(3)，451-466。  new window
20.Schmitt, Bernd(1999)。Experiential Marketing。Journal of Marketing Management，15(1-3)，53-67。  new window
21.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters，2(2)，159-170。  new window
22.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
23.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
24.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review，76(4)，97-105。  new window
25.De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning，7(7/8)，29-32。  new window
26.Sheth, Jagdish N.、Newman, Bruce I.、Gross, Barbara L.(1991)。Why We Buy What We Buy: The Theory of Consumption Value。Journal of Business Research，22(2)，159-170。  new window
研究報告
1.Srivastava, Rajendra K.、Shocker, Allan D.(1991)。Brand equity: A perspective on its meaning and measurement。Marketing Science Institute。  new window
學位論文
1.紀慧琪(2004)。體驗模組與品牌權益關係之研究--以統一星巴克為例(碩士論文)。中國文化大學。  延伸查詢new window
2.王芳岑(2004)。體驗行銷、體驗價值與購買意圖關係之研究(碩士論文)。中國文化大學。  延伸查詢new window
3.周祖慶(2004)。客製化概念行銷與體驗行銷之互動性理論分析--以遊戲產業為例(碩士論文)。國立中央大學，桃園。  延伸查詢new window
4.李翔雲(2004)。高感度體驗品牌識別--以亞洲設計服飾品牌傅子菁為個案研究(碩士論文)。中山大學。  延伸查詢new window
5.曾慶欑(2003)。主題遊樂園附屬旅館之滿意度研究--以劍湖山王子大飯店為例(碩士論文)。南華大學。  延伸查詢new window
6.蔡杉源(2003)。百貨零售業體驗行銷策略運用之探索性研究：以漢神百貨開店慶暨母親節活動為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
7.羅許紘(2003)。主題遊樂園品牌權益衡量構面之探討(碩士論文)。南華大學。  延伸查詢new window
8.邱㴒媞(2003)。體驗行銷模式與其遊客行為之實證研究(碩士論文)。中國文化大學。  延伸查詢new window
9.黃映瑀(2005)。體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究(碩士論文)。大葉大學。  延伸查詢new window
10.李季龍(2004)。體驗行銷、體驗價值與品牌權益關係之研究(碩士論文)。中國文化大學。  延伸查詢new window
11.溫石松(2002)。顧客價值與網路忠誠度之關係(碩士論文)。國立中興大學。  延伸查詢new window
12.陳育慧(2002)。體驗行銷之探索性研究--統一星巴克個案研究(碩士論文)。中國文化大學。  延伸查詢new window
13.楊聖慧(2001)。以體驗行銷之觀點探討網站之虛擬社群經營模式(碩士論文)。銘傳大學。  延伸查詢new window
14.賴政豪(2004)。運動健身俱樂部體驗行銷與體驗價值關係之研究--以原動力健身中心為個案研究(碩士論文)。國立雲林科技大學。  延伸查詢new window
15.王世澤(2003)。體驗行銷：模型發展與實務驗證(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.Day, Hy I.(1981)。Play,a Ludic Behavior, Advances in Intrinsic Motivation and Aesthetics。New York。  new window
2.Albrecht, K.(1988)。At American Service。Homewood, IL：Dow Jones Irwin。  new window
3.Robinette, S.、Brand C.、Lenz, V.(2002)。Emotion Marketing。Mcgraw-Hill。  new window
4.Gale, Bradley T.、Wood, Robert Chapman(1994)。Managing Customer Value: Creating Quality and Service that Customers Can See。New York：The Free Press。  new window
5.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1990)。Consumer Behavior。Chicago, IL：Dryden Press。  new window
6.Abbott, Lawrence(1995)。Quality and Competition: An Essay in Economic Theory。Columbia University Press。  new window
7.Morrison, Alastair M.(1996)。Hospitality and travel marketing。Delmar Publishers。  new window
8.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
圖書論文
1.Shocker, A. D.、Weitz, B.(1988)。A perspective on brand equity principles and issues。Defining, measuring and managing brand equity: a conference summary。Cambridge, Massachusetts：Marketing Science Institute。  new window
2.Holbrook, Morris B.(1994)。The nature of customer value: An axiology of services in the consumption experience。Service quality: New directions in theory and practice。Sage Publications。  new window
 
 
 
 
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