休閒體驗與知覺價值對購買意願之影響－以夢時代購物中心爲例

The Effect of Leisure Experience and Perceived Value on Purchase Intention-A Case Study of Dream Mall

10.6132/JCM.2008.4.3.03

周秀蓉(Hsiu-Jung Chou)；黃琪淳(C. C. Huang)；陳怡君(Y. J. Chen)；嚴素娟(S. C. Yen)；羅詠蓁(Y. J. Luo)

休閒體驗 ； 知覺價值 ； 購買意願 ； Leisure Experience ； Perceived Value ； Purchase Intention

商業現代化學刊

4卷3期（2008 / 03 / 01）

29 - 41

繁體中文

本研究以夢時代購物中心爲例，探討休間體驗、知覺價值及購質意願三項變數之因果關係。對夢時代之顧客進行問卷發放，有效問卷共回收816份。根據統計結果發現，夢時代顧客之不同人口統計變數與休閒行爲對休閒體驗、知覺價值與購買意願皆有部份顯著差異。此外，夢時代顧客之休閒體驗與知覺價值對購買意願皆有正向影響：知覺價值在休閑體驗與購買意願間有中介效果存在。最後針對研究發現，本研究對夢時代購物中心提出行銷策略之建議。

The purpose of this research is to analyze the effect of leisure experience and perceived value upon purchase intention for Dream Mall’s visitors. 816 retrievd samples of valid questionnaires found that different demographic variables and leisure behaviors of Dream Mall's visitors were partly related to leisure experience, perceived value, and purchase intention. In addition, both leisure experience and perceived value were shown to have positive influence upon purchase intention. We also found that perceived value had intermediate effect upon the leisure experience and the purchase intention. Finally, the exploratory findings, and suggestions for Dream Mall, are also discussed.

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