An Investigation of Pleasure, Experiential Value, Satisfaction, Purchasing Intention of Agricultural Products and Behavior Intention of Festival Visitors – Taking the Horse Carriage Festival of Tsou Ma Lai Farm in Tainan City as Exampl

• Main Authors: CHEN,PING-HSUN, 陳炳勳
• Other Authors: LEE, KUAN-PEI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wug2ew

碩士 === 台灣首府大學 === 休閒管理學系碩士班 === 106 === The purpose of this study was to investigate the interrelationship among pleasure, experiential value, purchasing intention of agricultural products, satisfaction and behavior intention of festival visitors, as well as to explore the impact that pleasure had on the above variables. To this end, surveys were distributed to 492 visitors of the Horse Carriage Festival of Tsou Ma Lai Farm in Tainan City, and data were analyzed with structural equation model. The results showed that both pleasure and experiential value had positive impacts on satisfaction. Meanwhile, the positive correlation between pleasure and experiential value was confirmed. The purchase intention of agricultural products was also positively influenced by pleasure. Besides, visitors’ satisfaction had positive impact on behavior intention. Taken together, pleasure had mediation effects on experiential value, satisfaction, purchase intention of agricultural products and behavior intention and showed full mediation.