體驗行銷運用於文化創意產業之探討－十鼓文化村之案例研究

The Application of Experiential Marketing on Cultural and Creative Industries: A Case Study of Ten Drum Cultural Village

何財能(Tsai-Neng Ho)；莊漢斌(Han-Pin Chuang)；陳俊寧(Chun-Ning Chen)

體驗行銷 ； 體驗價值 ； 顧客滿意度 ； 顧客忠誠度 ； 文化創意產業 ； 十鼓文化村 ； experiential marketing ； experiential value ； customer satisfaction ； customer loyalty ； cultural and creative industry ； Ten Drum Cultural Village

美和學報

33卷1期（2014 / 05 / 01）

277 - 304

繁體中文

在體驗經濟與文化創意產業匯流的時代趨勢下，以體驗營銷為理論基礎，來探討體驗營銷如何運用於文化創意產業。本研究主要目地是探討消費者對「十鼓文化村」體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關係。針對台灣台南十鼓文化村的消費者為對象，採隨機取樣以問卷填答方式，並以李克特五分法計分，共計發放200份問卷，回收之有效問卷為172份，回收率達86%。回收之問卷以SPSS18.0統計軟體進行百分比、平均數、標準差呈現描述性資料，t-test及One-way ANOVA進行差異分析，並以因素分析、相關分析與迴歸分析等方法來進行數據的分析與驗證。研究結果顯示：（1）體驗行銷對體驗價值有正向顯著影響；（2）體驗行銷對顧客滿意度有正向顯著影響；（3）體驗行銷對顧客中程度有正向顯著影響；（4）體驗價值對顧客滿意度有正向顯著影響；（5）體驗價值對顧客忠誠度有正向顯著影響；（6）顧客滿意度對顧客忠誠度有正向顯著影響；（7）體驗價值及顧客滿意度在體驗行銷對顧客忠誠度的影響關係中具有中介作用。

The main purpose of the study is to investigate the relevance of ＂Ten Drum Cultural Village＂ (TDCV) on the experiential marketing, experiential value, customer satisfaction and customer loyalty. The study involved the customers of TDCV in Tainan, Taiwan and used random sampling and questionnaire survey with 5-point Likert-type scale was used in this study. Questionnaire survey method was used for data collection and 172 valid questionnaires were returned based on 200 ones issued. Overall valid response rate is 86%. The data were analyzed by SPSS 18.0 for descriptive analysis and t-test, factor analysis, regression analysis and ANOVA for inferential statistics. The results showed that there is a positive and significant impact among experiential marketing and experiential value, experiential marketing and customer satisfaction, experiential marketing and customer loyalty, experiential value and customer satisfaction, experiential value and customer loyalty customer satisfaction and customer loyalty, respectively. In addition, experiential value and customer satisfaction are the mediators of the impact relationship between experiential marketing and customer loyalty.

1. Norris, R. T. (1941). The Theory of Consumer's Demand, New Haven, CT: Yale University Press
2. (1994).Service Quality: New Direction in Theory and Practice.
3. Albrecht, K.(1994).Customer Value.Executive Excellence,14-15.
4. Alonso, S.(2000).University of Texas-Pan American.
5. Barlow, J.,Maul, D.(2001).Emotional Value.San Francisco:Berrett-Koehler Pub..
6. Bowen,Chen, S. L.(2001).The Relationship between Customer Loyalty and Customer Satisfaction.International Journal of Contemporary Hospitality Management,213-217.
7. Cardozo, R. N.(1965).An Experimental Study of Consumer Effort, Expectation and Satisfaction.Journal of Marketing Research,2,244-249.
8. Darden, W. R.(Ed.),Lusch, R. F.(Ed.)(1983).Patronage Behavior and Retail Management.New York:Elsevier Science Publishing Co..
9. Darden,Griffin, M.(1994).Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value.Journal of Consumer Research,20(4),644-656.
10. Daugherty, T. M.(2001).Michigan State University.
11. Day, E. S.(2000).Management Market Relationships.Journal of the Academy of Marketing Science,28(1),24-30.
12. DeVellis, R. F.(1991).Scale Development: Theory and Applications.Hurng-Chin Book Co. Ltd..
13. Fornell, C.(1992).A National Customer Satisfaction Barometer: The Swedish Experience.Journal of Marketing,56,6-21.
14. Fornell, C.(1996).The American Customer Satisfaction Index: Nature, Purpose, and Findings.Journal of Marketing,60,7-18.
15. Frederick, F. R.(1996).Learning from customer defections.Harvard Business Review,74,57-69.
16. Giese, J. L.,Cote, J. A.(2000).Defining Consumer Satisfaction.Academy of Marketing Science Review,4(2)
17. Goode, M. R.,Dahl, D. W.,Moreau, C. P.(2010).The Effect of Experiential Analogies on Consumer Perceptions and Attitudes.Journal of Marketing Research,47(2),274-286.
18. Hawkins, Best,Coney(2001).Consumer Behavior: Building Marketing Strategy.
19. Hoch, J. Stephen(2002).Product Experience is Seductive.Journal of Consumer Research,29(3),448-454.
20. Holbrook, M. B.(2000).The millennial consumer in the text of our times.Journal of Consumer Research,2(2),178-192.
21. Huizinga, J.(1955).Homo ludens: a study of the play element in culture.Boston:Beacon Press.
22. Jacoby, J.,Chestnut, R. W.(1978).Brand Loyalty: Measurement and Management.New York:John Wiley & Sons.
23. Jarrett, P. E. M.,Wallace, M.,Jarrett, M. E. D.,Keeling, N. J.(1996).Experience of a hospital hotel.Ambulatory Surgery,4(1),1-3.
24. Lee, E. J.,Overby, J. W.(2004).Creating value for online shoppers: Implications for satisfaction and loyalty.Journal of Consumer Satisfaction,17,54-67.
25. Mano, H.,Oliver, R. L.(1993).Assessing the Dimensionality and Structure of the consumption Experience: Evaluation, Felling and Satisfaction.Journal of Consumer Research,20,451-466.
26. Mathwick, C.,Malhotra, N.,Rigdon, E.(2001).Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment.Journal of Retailing,77,39-56.
27. Nunnally, J. C.(1978).Psychometric Theory.New York:cGraw-Hill.
28. Oliver, R.(1999).Value as Excellence in the Consumption Experience.London:Routledge.
29. Oliver, R. L.(1981).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision.Journal of Marketing Research,17,460-469.
30. Olson, J. C.(1981).What is an Esthetic Response?.Symbolic Consumer Behavior,Ann Arbor, NY:
31. Ostorm, A.,Iacobucu, D.(1995).Consumer Trade-Offs and the Evaluation of Services.Journal of Maketing,59(14),17-28.
32. O'Sullivan, E. L.,Spangler, K. J.(1998).Experience Marketing: Strategies for the New Millenium.State College Pa:Venture Pub..
33. Pine, B. J., II,Gilmore, J. H.(1998).Welcome to the Experience Economy.Harvard Business Review,76(4),97-105.
34. Robinette, S.,Brand, C.,Lenz, V.(2002).Emotion Marketing.Mcgraw-Hill Trade.
35. Schmitt, B. H.(1999).Experiential marketing: A new framework for design and communications.Design Management Journal,10(2),10-16.
36. Sirohi, N.,McLaughlin, E.W.,Wittink, D. R.(1998).A model of customer perceptions and store loyalty intentions for a supermarket retailer.Journal of Retailing,74(2),223-245.
37. Spreng, R. A.,ManKenzie, S. B.,Olshavsky, S. W.(1996).A re-examination of the determinants of customer satisfaction.Journal of Marketing,60(3),15-22.
38. Unger, L. S.,Kernan, J. B.(1983).On the meaning of leisure: an investigation of some determinants of the subjective experience.Journal of Consumer Research,9(3),381-392.
39. Veryzer, R.W.(1993).Aesthetic Response and the Influence of Design Principles on Product Preferences.Advances in Consumer Research,20,224-228.
40. Zeithaml, V. A.(1988).Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52,2-22.
41. Zeithaml, V. A.,Mary, J. B.(1996).Service Marketing.New York:McGraw-Hill.
42. 王芳岑(2004)。碩士論文(碩士論文)。台北市，中國文化大學。
43. 王豪甫(2013)。碩士論文(碩士論文)。台北市，實踐大學。
44. 吳宛真(2012)。碩士論文(碩士論文)。台南市，國立成功大學。
45. 吳明隆、涂金堂(2007)。SPSS與統計應用分析。台北市:五南。
46. 李季芳(2013)。碩士論文(碩士論文)。彰化縣，大葉大學。
47. 周文賢(2002)。多變量統計分析─SASS/TAT使用方法。台北市:智勝。
48. 林秀貞(2004)。碩士論文(碩士論文)。台北市，東吳大學。
49. 留孟彬(2004)。碩士論文(碩士論文)。台中市，國立中興大學。
50. 翁莉娟(2005)。碩士論文(碩士論文)。台北市，中國文化大學。
51. 袁薏樺(2003)。碩士論文(碩士論文)。台北市，國立台北科技大學。
52. 高明智(2001)。由旅情談體驗行銷與服務。突破雜誌，187，14-16。
53. 張翔智(2012)。碩士論文(碩士論文)。台中市，朝陽科技大學。
54. 張慶珍(2002)。碩士論文(碩士論文)。台北市，銘傳大學。
55. 連博民(2011)。碩士論文(碩士論文)。高雄市，國立高雄第一科技大學。
56. 郭品妤(2004)。碩士論文(碩士論文)。台中市，朝陽科技大學。
57. 陳彥芳(2004)。碩士論文(碩士論文)。新北市，真理大學。
58. 黃映瑀(2005)。碩士論文(碩士論文)。彰化縣，大葉大學。
59. 黃柏瑋(2012)。碩士論文(碩士論文)。台南市，長榮大學。
60. 黃柏翰(2012)。碩士論文(碩士論文)。雲林縣，國立雲林科技大學。
61. 楊素蘭(2004)。碩士論文(碩士論文)。台北市，國立台北科技大學。
62. 葉代芝(2012)。台南舊糖廠，小鼓團上演賺錢奇蹟。商業周刊，1276，94-96。
63. 謝博仁(2012)。碩士論文(碩士論文)。高雄市，高苑科技大學。
64. 蘇宗雄(2000)。感性抬頭，進入大體驗時代。設計雜誌，93，5-8。

1. 楊蓓涵,黃淑玲,陳偉業,陳春安(2019)。服務品質、體驗價值、滿意度及再購意願之關係－以某禮品公司為例。資訊與管理科學，12(1)，27-44。