| 摘要: | 體驗行銷的焦點在於顧客體驗，探索消費者整體體驗的形成、構念及應用乃成為當下新興且重要的研究領域。台灣的溫泉區兼具健康養身與休閒遊憩兩種功能，著名的溫泉區早在日治時代已被當為溫泉療養之用。如今每年至溫泉區泡湯、觀光的國內外遊客人次相當多，溫泉泡湯逐漸被視為台灣重要的遊憩活動之一，溫泉泡湯消費者體驗，儼然成為溫泉飯店業者期望提升的消費者體驗項目。本研究以南部產值最大的關仔嶺溫泉區為研究對象，透過遊客問調查，調查時間從2010年10月9日起至2010年10月17日止，本研究共發放370份問卷，有效問卷為326份。將消費者對於溫泉泡湯的體驗時期分為四個階段，探討體驗訊息、消費者體驗、體驗價值及體驗行為等四構面，基於線性關係的假設來建構變數之間的結構關係，利用結構方程模式(structural equation modeling;簡稱 SEM)探討影響溫泉泡湯消費者體驗之主要因子，建立並驗證溫泉泡湯消費者體驗歷程模式。本研究結果得知：體驗訊息構面部份，以溫泉旅館訊息最重要；消費者體驗構面部份，以思考體驗最重要；體驗價值構面部份，以功利性價值最重要；體驗行為構面部份，以互動性最重要。體驗訊息對消費者體驗有正面顯著影響關係；消費者體驗對體驗價值有正面顯著影響關係；體驗價值對體驗行為有正面顯著影響。
The focus of experiential marketing is customer experience, to explore the formation of overall consumer experience, bearing in mind the application configuration is a current and important emerging field of study. Taiwan's hot springs hydrotherapy of both health and leisure recreation two functions, the famous hot spring area as early as when the Japanese colonial area has been to spa use. Now each year to the hot springs bathing and sightseeing trips considerable domestic and foreign tourists, hot springs increasingly seen as an important recreational activities in Taiwan, one of Hot Springs Consumer Experiences, has become hot spring hotel industry expects the project to enhance the consumer experience. In this study, the convenience sampling method was adopted and the tourists to the Guan-Zi-Ling hot spring district from October 9, 2010 to October 17, 2010 were conducted. A total of 370 questionnaires were investigated, in which a total of 326 questionnaires were valid. Hot Springs for the consumer's experience during the four stages of experience information, consumer experiences, experiential values and experiential behavior of the four dimensions of experience, based on the assumption that the future construction of a linear relationship between the structural relationship between variables, as verification Hot Springs visitor experience model, structural equation modeling (referred to as SEM) explore the impact of hot springs bathing experience of visitors to the main factors, and further the establishment of Hot Springs visitor experience process model. The analysis results showed that the experience information part dimensions, the most important in Hot Springs information; the consumers experience of the dimensions of parts to think experience of the most important; the experience value of the dimensions of parts to utilitarian value of the most important; some experience behavioral dimension, to the most important interaction. The experience information has a direct influence on consumer experience; the consumer experience has a direct influence on experiential value; the experiential value has a direct influence on experiential behavior. |
