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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/24648


    题名: 街舞教室體驗行銷、顧客滿意度與再購意願相關之研究
    The Study on the Relationships among Experiential Marketing, Satisfaction and Repurchase-Intention of Hip-Hop Dance School
    作者: 許書維
    贡献者: 企業管理學系企業實務管理數位學習碩士在職專班
    关键词: 體驗行銷 Experiential Marketing
    顧客滿意度 Satisfaction
    再購意願 Repurchase-Intention
    日期: 2012
    上传时间: 2013-03-22 11:20:55 (UTC+8)
    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.
    显示于类别:[企業管理學系暨國際企業管理研究所] 博碩士論文

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