| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 100 === Night market is one of the well-known Taiwan tourist characteristics, and Shilin Night Market is the largest night market in northern Taiwan. The original position is in front of the Jaintan MRT station and it’s famous for delicious food. The site of the new establishment of Shilin market is opening on December 25, 2011, a combination of new hardware and heritage from the old market of food, the formation of an alternative tourism and leisure attractions. However, since new market construction is completed, the tourists hold polar evaluations on it. In this study, we choose the new Shihlin Night Market as research target, and using experiential marketing point of view to explore the experiential value, customer satisfaction and customer loyalty. In this study, using convenience sampling questionnaire issued a total of 220 questionnaires, 201 valid questionnaires between March 27, 2012 to April 15 in the Shilin Night Market and using structural equation models to do empirical analysis
The empirical conclusion include: experiential marketing helps and enhance experiential value significantly; experiential value helps and enhance both customer satisfaction and loyalty significantly; customer satisfaction helps and enhance consumer loyalty significantly. Suggest Shilin market management level should be raised to the country''s important tourist attractions, and amended the relevant norms and regulations of the underground dining districts in Taipei City Retail Market Management Rules.
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