| 摘要: | 本研究之目的主要在探討「新竹老頭擺客家美食休閒生態園區體驗行銷」之研究，以及顧客消費意見與五感體驗的調查，以藉此了解消費顧客對客家美食的消費意向。本研究方法主要採用問卷調查為主，文獻分析法、深度訪談法為輔，深度訪談對象為業者及ㄧ般消費顧客。本研究透過體驗行銷之觀點，以Schmitt（1999）提出之策略性體驗行銷模組之研究概念：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗加以驗證，並採行「休閒生態園區環境配置消費者體驗感受度衡量變數表」及顧客消費行為作為研究工具。 本研究發現1.人口變項與消費行為以卡方獨立性檢定之結果，包括：(1)性別、婚姻、職業對所有的消費行為都沒有顯著相關；(2)年齡、居住地、學歷、族群對部分消費行為有顯著相關。2.休閒園區體驗行銷對消費顧客之滿意度包括：(1)五感體驗消費者滿意度中，以情感體驗滿意度最高，接近高度滿意，情感體驗對於消費者購買意願，是個人主觀感受，影響消費傾向。(2)變異數分析（ANOVA）及Scheffé 事後比較的差異分析，發現消費顧客在居住地、學歷、與消 費金額統計變項對於五感體驗，有顯著差異；而年齡與職業則無顯著的差異。3.深度訪談與研究問卷第三部分設計開放式消費意見調查中，發現(1)餐點食材調味健康安全消費，以創意客家美食「感動」消費者。(2)園區、引導、解說更專業、態度親切，以達成以客為尊的消費理想目標。 This research mainly to explore “Hsinchu Ancient early the Hakkas good food leisure ecology campus experience marketing”. As well as the customers expend the opinion and five feeling experience investigation. Takes advantage of the understanding to expend the customer to the Hakkas good food expense intention. This research’s technique mainly uses the questionnaire survey primarily, the literature analytic method, the depth interview law is auxiliary for entrepreneur and customer. This research viewpoint of by the experience marketing, puts forward research of concept the strategy experience marketing mold train by Schmitt(1999). The sense organ experience, the emotion experience, the ponder experience, the motion experience, the connection experience confirm, that picks the line “the leisure ecology campus environment to dispose the consumer to experience the susceptibility weight variable table” and the customer consumer behavior achievement studies the tool. The research discovered that the first, the population is variable and consumer behavior result of by the Chi-square examination, including (a) the sex, the marriage, the occupation do not have obviously to all consumer behavior related. (b) The age, the inhabited area, the school record, the ethnic have obviously to the part consumer behavior related. The second, the leisure campus experience marketing to expends degree of satisfaction of the customer, including (a) five feelings experience in the consumer degree of satisfaction, is highest by the emotion experience degree of satisfaction, the emotion experience purchases the wish regarding the consumer, is feels subjectively personally, affects the expense tendency. (b) The variance analysis (ANOVA) and Scheffé compares afterward variance analysis. The discovery expends the customer in the inhabited area, the school record, with the expense amount statistics variable regarding five feeling experience, has the remarkable difference. But age and occupation do not remarkable difference. Finally, the depth interview and the research questionnaire third part designs in the open style expense opinion survey. Finding (a) meal food material blends flavors the health to expend safely, by the creativity Hakkas good food “move” consumer. (b)The campus guidance, the illustration more specialized, the manner is kind, take achieves by the guest as the expense ideal target which reveres. |
