An Analysis of Experience and Consumer Behavior Intention--An Example of Chinese Restaurant and Beverage Blog''s

• Main Authors: Yang-lin Chen, 陳泱霖
• Other Authors: Wei-shang Fan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78809889970077568787

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 100 === 　　The food is the priority in everyday life of people. Due to the advanced technology and media, there is no more restriction of the flow communication and information. Recently, people pay much attention, and discussing in gourmets. According to the survey of InsightXplorer, it shown that the gourmet and traveling information is the most interested for those who surfing on the Internet. Some people sharing the experience and reflection of gourmet on blogs. 　 　　It becomes a popular way for people to interact with others who is interested. The most exercised function for those blog users is Browsing, Posting and Replying. The research here is sampling from those who are using gourmet blog recently, and try to realize that if there is influence to behavior intention and marketing patterns and opportunity by different features of variety of gourmet blogs. 　 　　Through online and written questionnaires, 211 is valid from retrieved 250, 84% is valid for the statistic analysis. The result showed that the features of variety gourmet blogs are positive to the user experience and satisfaction; the experience is positive to the user satisfaction, and negative to the behavior intention, but if we take mediator of consideration, it still came out the positive result.