| Summary: | 碩士 === 國立中正大學 === 國際經濟研究所 === 102 === The potential gains observed in the booming of leisure farms has led to certain changes made by many traditional farms, including the expansion and beautification of the farm area as well as promotional events held on the farm. In order to survive severe competition, administrators of leisure farms are obliged to provide services that highlight their originality and thoughtfulness to meet the need of the consumers in the hope of appealing to the consumers and redirecting the development of leisure farms.
The current study examines the interaction among “service experience,” “marketing experience” as well as “purchase intention,” and proposes possible approaches to boost the consumer’s purchase intention. A survey is conducted with 500 questionnaires randomly distributed to consumers that have been to leisure farms in Chiayi County, with 356 (71.2 percent) effective copies collected for descriptive statistic analysis, correlation analysis, and regression analysis. It is found that: 1) the service experience on a leisure farm has a positive effect on consumers’ marketing experience, 2) the service experience on a leisure farm has a positive effect on consumers’ purchase intention, and 3) the marketing experience on a leisure farm has a positive effect on consumers’ purchase intention.
Key words: Leisure farm, service experience, marketing experience, purchase intention.
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