| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 93 === Summary
In recent years, the marketing idea has already developed the direction of experience marketing . The attitude of manageability of the retail business is also changed with this trend gradually but adjusts. The government promoted and moulded the image business district and improved many plans of the business environment successively since 1995,and promote the traditional business district to upgrade giving by a new lease of life to an all-round way, in order to improve the function of business district. On sale throughout the background factor that the idea has already become the trend on the basis of experiencial marketing , the business district wants to form the characteristic,it must be combined with experienced marketing. The motive of this research comes from business district having its importance in the whole retail business mainly. Because the Tian-wei highway flower garden image business district is one rural image business district , in respect to combining the potentiality to experience marketing and attracting consumer''s characteristics in the business district , the Tian-wei highway flower garden image business district is for being the most typical one.
This research is going on from literature exploration and questionnaire investigation. The main list literatures include experience marketing (Schimitt, 1999), consumption value (Sheth , Newman , and Gross, 1991),and customer satisfied , behavior intention,etc. This paper is to explore the relationship among experiential marketing, customer value, customer satisfaction and behavioral intention.In addition , an integrated model shall be established and how they influence each other and what is the causal relation.
In order to explore the relation model of experiential marketing, customer value, customer satisfaction and behavioral intention, using the Factor Analysis and Linear Structure Relation to prove the causal relation of Structure model and the influential relation of the concept, this can realize the causal relation of latent variable and assay the research hypothesises probed into.
The result of research shows: 1.some of the demographic variable had obvious deviations in each dimension,for example: age,level of education,career, income, others none.2.feeling experience had positive influence on emotional value; 3.feeling experience had positive influence on epistemic value; 4.actional experience had positive influence on function value; 5.actional experience had positive influence on emotional value; 6.actional experience had positive influence on social value; 7.actional experience had positive influence on epistemic value; 8.function value actional had positive influence on customer satisfaction; 9.epistemic value had positive influence on customer satisfaction; 10.customer satisfaction had positive influence on behavior intention.
Keyword: Image Business District,Experiential Marketing, Customer Value, Customer Satisfaction, Behavioral Intention
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