The Study on the Relationships between Experience Marketing, Brand Image, Experience Value, Perceived Risk and Loyality- A Case of Lv Ying Farm in Chiayi County

• Main Authors: Wei-Po Liao, 廖偉博
• Other Authors: Shih-Hsun Hsu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/93460281206759731188

碩士 === 臺灣大學 === 農業經濟學研究所 === 98 === The studies on service quality of leisure farm always focuses on the following constructs, such as farms’ service quality, customer satisfaction, loyalty, and recreation experiences in the past. The thesis follows previous researches and adds different constructs, such as farms’ brand image, experience marketing, experience value, and perceived risk. Trying to explore the relationships among farms’ brand image, experience marketing, experience value, perceived risk, and loyalty by SEM (structural equation model). The subjects are from the tourist of Lv Ying Farm in Chiayi County. The study uses convenient sampling to collect 195 subjects. The conclusions are as follows: 1. Experience marketing has significant positive effect on brand image. 2. Experience marketing has significant positive effect on experience value. 3. Brand image has negative effect on perceived risk, but it didn’t reach to significant level。 4. Experience value has significant negative effect on perceived risk. 5. Perceived risk has significant negative effect on brand loyalty. Finally the study suggests that farm managers may strengthen tourists’ farm experience from the five dimensions of experience marketing. In this way, farms’ brand image can be raised and strengthen tourists’ experience value. Keywords: leisure farm, Chiayi County, experience value