The Influence of Tourism Factory Experience to Customer Satisfaction and Purchase Intention: an Example of Tourism Factory on Hualien and Taitung Area

• Main Authors: HUANG,XUAN-ZHAO, 黃宣肇
• Other Authors: LAN,TIAN-XIONG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kyd553

碩士 === 育達科技大學 === 資訊管理所 === 105 === The tourism factory is convincingly on products introduction to compare with direct branch stores also people focus on problem of food safety or tainted products, that makes the operation and sale of the tourism factory does more with less. After consumers experience the process of produce are satisfied with product quality but also consider purchasing firstly in such more brands. Because product image of consumers have more impressive than other products which never experienced factory before. On the key moment to make purchasing decision would attract consumers choose experienced one. So that this work supposes the consumer experience the tourism factory has bearing on perceived quality and then satisfaction and experiential value to go up, purchase intention achieved in the end. Based on the result, experiential marketing has significant positive influence to customer satisfaction also happened to experiential value to purchase intention, but perceived quality has significant negative influence customer satisfaction. Moreover this work gets the result of the relationship between perceived quality and purchase intention is partially mediated by customer satisfaction and experiential value. Therefore this work considers experiential marketing and perceived quality influence customer satisfaction, experiential value lead to purchase intention finally.