自行車遊客體驗及企業形象與忠誠度之研究：兼論樂活變項之干擾效果

The Research of Enterprise Image, Customer Experience and Loyalty, and the Interferenced Effect of Lohas

10.29859/JITR.201001.0001

陳朝鍵(Chao-Chien Chen)

遊客體驗 ； 企業形象 ； 忠誠度 ； 干擾效果 ； Customer Experience ； Enterprise Image ； Loyalty ； Interference Effect

島嶼觀光研究

2卷4期（2010 / 01 / 01）

1 - 17

繁體中文

本研究以「企業形象」、「樂活特性」及「遊客體驗」之相互影響關係來了解美利達企業在彰化縣八卦山自行車道遊客推動樂活企業形象之現況，並探討個人背景變項與「企業形象」及「忠誠度」之差異情形。本研究於八卦山自行車道間設置二站，以便利取樣方式回蒐集800份作爲研究樣本，研究工具爲自編之問卷工具，問卷信度各因素之最低值爲0.82。不同背景變項的遊客在企業形象有顯著差異；並以「性別」、「年齡」、「教育程度」、「婚姻狀況」等背景變項在忠誠度上有顯著差異；感官體驗與企業形象及遊客忠誠度之間具有顯著相關存在，結果並顯示自行車道遊客之騎乘體驗、情感體驗與感官體驗之感受對於美利達企業形象之建構及忠誠度之維繫具有高度的影響力；情感體驗與感官體驗對企業形象及忠誠度具有顯著影響，且皆受到「生活實踐」、「樂活主張」與「正向成長行爲」之干擾效果。

This research is based on three variables, ”the enterprise image”, ”Lohas characteristic” and customer experience that relatively influence each other. In addition to understand Merida enterprise's Lohas image of situation of bike path tourists in Ba-Gua Mountain, Zhang-Hua County. Moreover, the study try to discuss the influence of demographic statics to ”enterprise image” and ”customer loyalty”. Therefore, there are four main categories based on the research result. First, the research result discovered that most of the bike path tourists of Ba-Gua Mountain, Zhang-Hua County, are male who are between the ages of 31 to 40, or mostly business man with education above ”vocational school” or ”university”. Among them all, mostly are married with an average income of ”20,001 to 40,000 NTD”. And most of the bike path tourists are having the occupation of regular workers. Second, the people with different background variables have remarkable difference in the enterprise image. Also, the background variables such as sex”, ”the education level” and ”marital status” have remarkable difference in the enterprise image. Moreover, the background variables of ”the sex”, ”age”, ”education level”, ”marital status” have the remarkable difference on customer loyalty. Third, the sense experience, enterprise image and customer loyalty are highly related. Based on the result, it shows that the riding experiences of bike path customers, emotion experience and sense experience have highly influence to the enterprise image construction associate with the customer loyalty. Fourth, the emotion experience and the sense experience have remarkable influence to the enterprise image and the customer loyalty, and all have received the disturbance from ”the life practice”, ”Lohas advocate”, ”positively growth behavior”.

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