顧客整合型互動關係、商品設計與購買力對台灣渡假村品牌直覺之因素分析

Integrated Customer Interaction, Product Design and Purchasing Power of the Brand in Taiwan Resort Intuition Analysis

10.6132/JCM.2009.5.2.12

翁玉玲(Yu-Ling Weng)；郭嘉呈(Chia-Cheng Kuo)

品牌直覺 ； 互動關係 ； 購買力 ； Brand Intuitive ； Integrated customer interaction ； Purchasing power

商業現代化學刊

5卷2期（2009 / 11 / 01）

157 - 168

繁體中文

近幾年來由於經濟與科技水準提高，國民所得也相對提高，對工作與休聞的價值觀念也隨之改變，因爲人們在消貨水準提高，在物質生活也越來越懂得享受，不怕花大錢，只爲了要求放鬆跟求新求變的休閒生活，因此休閒產業在近幾年蓬勃發展。 本次研究探討顧客整合型互動關係、商品設計與購買力對台灣渡假村品牌直覺之因素分析，自消費者的觀點來探討，本次有效問卷總共300份，研究結果發現購買力爲首要的品牌直覺因素，其次爲顧客互動關係因素，依序爲商品設計因素特色。

Due to improvement of economic and technological standards in recent years, the Gross National Product (GNP) per capita has increased. Similarly, the people's values toward work and leisure also changed. The consumption level of people has improved and the people know how to enjoy more about their physical life. People are not afraid to spend large amount of money just to relax and have leisure time. That is why the leisure industry flourished in recent years. This study investigates the factor analysis of integrated customer interaction, product design, and purchasing power toward brand intuition of Taiwan resorts. According to the consumer's point of view, this study collects 300 valid questionnaires. The result showed that the Purchasing power are the primary factors of brand intuition, and the factors and interaction between the customer and product design.