The Beginning of “Heart Economy”--The Study on Marketing Benefits in the Activities of Local Culture Industry by the Experience Viewpoint

• Main Authors: Jui-Ching Yang, 楊睿晴
• Other Authors: Hsiang-Ming Fang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/sufum8

碩士 === 靜宜大學 === 企業管理研究所 === 94 === The study aimed to explore the effectiveness of experience on experiential satisfaction, cultural cognition, and behavioral intention in the activities of local culture industry. Moreover, proposed to discuss the differences of experiential types on experience, experiential satisfaction, cultural cognition, and behavioral intention in the activities of local culture industry. Then, pointed to test the mediating effects of experiential satisfaction and cultural cognition in the relationships between experience and behavioral intention. The data were gathered by questionnaires. Subjects were 509 tourists from the three activities of local culture industry. The major findings were as follows: 1. There were significant positive influences of experience on experiential satisfaction in the activities of local culture industry. 2. There were significant positive influences of experience on cultural cognition in the activities of local culture industy. 3. There were significant positive influences of experience on behavioral intention in the activities of local culture industy. 4. There were significant positive influences of experiential satisfaction and cultural cognition on behavioral intention in the activities of local culture industy. 5. There were significant mediating effects of experiential satisfaction and cultural cognition in the relationships between experience and behavioral intention. 6. There were not significant differences of experiential types on experience, experiential satisfaction, cultural cognition, and behavioral intention in the activities of local culture industry.