體驗行銷、吸引力、知覺價值、滿意度與幸福感關係之研究－以臺鐵郵輪式列車為例

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Title:	體驗行銷、吸引力、知覺價值、滿意度與幸福感關係之研究－以臺鐵郵輪式列車為例
Other Titles:	A STUDY OF THE RELATIONSHIP AMONG EXPERIENTIAL MARKETING, ATTRACTION, PERCEIVED VALUE, BEHAVIORAL INTENTIONS, SATISFACTIONAND SUBJECTIVE WELL-BEING--AN EXAMPLE OFTRA CRUIS-STYLE TRAINS
Authors:	賴俊蓄 Lai, Chun-shu
Contributors:	企業管理系管理科學碩博士班范惟翔 Wei-shang Fan
Keywords:	幸福感;臺鐵郵輪式列車;滿意度;吸引力;體驗行銷 Subjective Well-being;TRA Cruise-Style Trains;Experimental Marketing;Attraction;Satisfaction
Date:	2011
Issue Date:	2015-01-20 14:13:16 (UTC+8)
Abstract:	針對曾搭乘「臺鐵郵輪式列車｣旅客為對象，分別在列車上或車站計發放334份樣本問卷，亦回收300份，回收率為89.82 %。本研究分別運用 SPSS12.0 中文版統計軟體及AMOS17.0線性結構關係模式作分析，以敘述性統計、信度分析、整體模式適配度分析，以及結構化模型路徑係數彙整表判斷結果，來進行驗證各變項間關係之假設與影響，六項假設均成立。研究結果顯示：一、旅客在體驗與滿意度兩者之間具有正向影響。二、旅客在吸引力與滿意度兩者之間具有正向影響。三、旅客在吸引力與幸福感兩者之間具有正向影響。四、旅客在體驗與幸福感兩者之間具有正向影響。五、旅客在滿意度與幸福感兩者之間具有正向影響。六、旅客在知覺價值、滿意度與幸福感三者之間具有正向影響。　　On the train or in the station, this study issued 334 pieces of sample questionnaires to passengers who had taken the TRA cruise-style trains, and 300 pieces questionnaires returned; the returning rate is 89.82 %. This study employs the Chinese edition statistics software SPSS12.0, the AMOS 17.0 linear structure relationship model, the descriptive statistics, the reliability analysis, and the overall model fit index to do the analysis; using the structured model path parameter table to judge the results, to test and proof the assumptions and influences of the relationship among various items, and the six assumptions are all established. Results of this study demonstrated that (1) strong positive relationship was found in the correlation analysis among the tourist experiential and visitor’s satisfaction. (2)Strong positive relationship was found in the correlation analysis among the tourist attraction and visitors satisfaction. (3) Strong positive relationship was found in the correlation analysis among the tourist attraction and visitors well-being. (4)strong positive relationship was found in the correlation analysis among the tourist experiential and visitors well-being. (5) Strong positive relationship was found in the correlation analysis among the tourist satisfaction and visitors well-being. (6) Strong positive relationship was found in the correlation analys is among the tourist perceived value, visitors satisfaction and well-being.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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