A Study of the Relationship among Experience, Experience Value and Satisfaction－An Example of Starbucks in Douliu City

• Main Authors: LIU,CHUN-HUNG, 劉俊鴻
• Other Authors: CHUNG,CHIH-CHIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pnh6ab

碩士 === 國立雲林科技大學 === 休閒運動研究所 === 107 === The tourism industry had risen prosperously in recent years, resulting in a wide range of domestic leisure industry prevailed, since R.O.C began to implement the overall two-day weekend policy in 2001. As the era of experiential economy had arrived, more and more customers were focusing on getting a happy feeling and an unforgettable consumer experience, not the performance or benefits of the product. Under the trends of experience economy, Consumers nowadays require not only the practicality of the product itself, but also the pursuit of further emotional touch, mind stimulating and consumption experience obtained during that process of seeking an unique experience and feelings. In the goal to create a valuable consumer experience, many companies intend to deliver a satisfied and pleasant tourist experience by designing a program through the strategic experience module. This study will examine the influence between experiential , experiential value and satisfaction, and the mediation effect of experience value on experience and satisfaction. With the changes of the times, the consumption pattern had changed from focusing on the function of the commodity to the consumption pattern of the process and feeling of experience. Subjects of this study were customers visiting Starbucks Coffee in Douliu city and the research objective was to discuss whether the experience module could act effectively in the coffee shop. In order to study the correlation among experience, experience value and satisfaction, the convenience sampling approach will be used as the key research method. Total 525 copies of questionnaires have been distributed,7 copies were unusable because they were incomplete, and 518 copies of valid questionnaires were returned. The return rate was 98%. SPSS22.0 were used to analyze the research data. The result shows impact of experience on experience value is significant. experience value significantly influence on satisfaction. experience value significantly effects satisfaction .