| 摘要: | 二十一世紀將進入體驗經濟時代。於是在競爭激烈的社會中，體驗行銷將是企業主與顧客之間的未來主流趨勢與理念。因此，本研究問題是探討街舞教室體驗行銷(Experiential Marketing)、顧客滿意度(customers satisfaction degree)與再購意願(Repurchase-Intention)之關係，經由間接文獻之引用及邏輯之推理進一步釐清相互之間的關係，以提供業者擬定策略的相關參考依據。
本研究針對新北市與台北市的街舞教室採簡單便利抽樣，總共寄發了450份問卷，共計回收425份，扣除填答不完整及空白之無效問卷18份，完整問卷合計407份，有效問卷回收率95.76%。
本研究結果發現：
(1)消費者結構男性佔28.3；女性佔71.1，男女比例相差懸殊。
(2)在年齡方面，年齡20歲以下的37.3%；年齡在21~25歲的有29.5%；年齡在26~30歲的有20.9%。總和之後有87.7%的街舞教室消費者在30歲以下。
(3)學生佔整體樣本比例的52.3%。
(4)體驗行銷(情感與思考體驗、關聯體驗)對再購意願具有顯著正向相關。
(5)體驗行銷(情感與思考體驗、關聯體驗)對顧客滿意度具有顯著正向相關。
(6)顧客滿意度對再購意願具有顯著正向相關。
(7)體驗行銷(情感與思考體驗、關聯體驗)透過顧客滿意度的中介效果，對再購意願產生影響。
The 21st century will enter the era of experience economy. So in a competitive society, experiential marketing is the future mainstream business owners and customers trends and ideas. Therefore, the research questions explore hip-hop classroom Experiential Marketing (Experiential Marketing), customer satisfaction (customers satisfaction degree) and repurchase intentions (Repurchase-Intention), indirectly literature references and logic of reasoning further clarify each other relationship, developing strategies to provide industry reference.
New Taipei City and Taipei's hip-hop classroom, the research adopted the simple convenience sampling, sent a total of 450 questionnaires were a total recovery of 425, net of the Tianda incomplete and gaps invalid questionnaires 18, a total of 407 questionnaires were complete, valid questionnaires recovery rate of 95.76%.
The results of this study found that:
(1) consumer structure men 28.3; women 71.1, significant differences between the male to female ratio.
(2) In terms of age, the age of 20 years of age, 37.3%; 29.5% aged 21 to 25 years old; aged 26 to 30 years old was 20.9 per cent. Sum after 87.7% of the hip-hop classrooms consumers under the age of 30.
(3) Students accounted for 52.3% of the overall sample proportion.
(4) Experiential Marketing (emotional and thinking experience, related experience) has a significant positive correlation repurchase intention.
(5) Experiential marketing (emotional thinking experience, related experience) has a significant positive correlation of customer satisfaction.
(6) Repurchase intentions, customer satisfaction has a significant positive correlation.
(7) Experiential Marketing (emotional and thinking experience, related experience) to have an impact through the mediating effect of customer satisfaction, repurchase intentions. |
