南華大學機構典藏系統:Item 987654321/6362
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/6362


    Title: 咖啡連鎖業之體驗行銷、知覺價值與購買意願關係研究
    Other Titles: Experience Marketing,Perceived Value,and Purchase Intentions in the Coffee Chain Store
    Authors: 梁進龍;陳政平
    Keywords: 體驗行銷
    知覺價值
    購買意願
    Experience Marketing
    Perceived Value
    Purchase Intentions
    Date: 2009-06-01
    Issue Date: 2010-12-21 16:24:34 (UTC+8)
    Publisher: 南華大學企業管理系管理科學碩士班
    Abstract: 隨著商業競爭、科技技術以及消費者偏好的轉變，行銷實務產生了大幅改變。有別於傳統行銷方式，體驗行銷認為商品創造價值的主要部分是來自感官經驗，而不是產品本身。本研究以問卷方式，對餐飲服務的連鎖咖啡店消費者進行調查。研究檢驗體驗行銷、知覺價值與購買意願之間的關係。經過預試，本研究調整問卷內容後進行正式調查。有效回收問卷242份，變數信度指標均達0.8以上。經過相關係數、層級迴歸分析，我們發現體驗行銷與知覺價值、購買意願間具有顯著正向關係。最後，對於研究發現與限制均有進一步討論。
    Relation: 經營管理論叢
    5卷1期
    Appears in Collections:[The Journals of Nanhua University ] Operation management reviews
    [Department of Business Administration, Master/Ph.D Program in Management Sciences] Operation management reviews

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