Hsinchu Ancient early the Hakkas good food leisure ecology campus experience marketing.

• Main Authors: Yun-Ju Peng, 彭韻筑
• Other Authors: Ting-Ming Chen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/88845413577901412871

碩士 === 國立中央大學 === 客家政治經濟與政策研究所在職碩士專班 === 97 === This research mainly to explore “Hsinchu Ancient early the Hakkas good food leisure ecology campus experience marketing”. As well as the customers expend the opinion and five feeling experience investigation. Takes advantage of the understanding to expend the customer to the Hakkas good food expense intention. This research’s technique mainly uses the questionnaire survey primarily, the literature analytic method, the depth interview law is auxiliary for entrepreneur and customer. This research viewpoint of by the experience marketing, puts forward research of concept the strategy experience marketing mold train by Schmitt(1999). The sense organ experience, the emotion experience, the ponder experience, the motion experience, the connection experience confirm, that picks the line “the leisure ecology campus environment to dispose the consumer to experience the susceptibility weight variable table” and the customer consumer behavior achievement studies the tool. The research discovered that the first, the population is variable and consumer behavior result of by the Chi-square examination, including (a) the sex, the marriage, the occupation do not have obviously to all consumer behavior related. (b) The age, the inhabited area, the school record, the ethnic have obviously to the part consumer behavior related. The second, the leisure campus experience marketing to expends degree of satisfaction of the customer, including (a) five feelings experience in the consumer degree of satisfaction, is highest by the emotion experience degree of satisfaction, the emotion experience purchases the wish regarding the consumer, is feels subjectively personally, affects the expense tendency. (b) The variance analysis (ANOVA) and Scheffé compares afterward variance analysis. The discovery expends the customer in the inhabited area, the school record, with the expense amount statistics variable regarding five feeling experience, has the remarkable difference. But age and occupation do not remarkable difference. Finally, the depth interview and the research questionnaire third part designs in the open style expense opinion survey. Finding (a) meal food material blends flavors the health to expend safely, by the creativity Hakkas good food “move” consumer. (b)The campus guidance, the illustration more specialized, the manner is kind, take achieves by the guest as the expense ideal target which reveres.