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1 Journal of Meiho University, Vol. 33 No.1, pp % SPSS18.0 t-test One-way ANOVA

2 KEA 2009 The Impact of Culture on Creativity % NANTA Schmitt, 1999 Kotler and Scheff1997, 1998 hard selling 2011 Holbrook2000 4P ProductPricePlacePromotion 4EExperienceEntertainmentExhibitionism Evangelizing

3 human capitalcultural capitalsocial capital structure and institution capital 5Cs: Outcomes of creativity + 4 CapitalsUnited Nations Conference on Trade and Development, UNCTAD 2010 HeritageArtMedia Function creation Traditional cultural expressioncultural sites Visual artsperformance arts Publishing and printed media Audio-visualsDesign New mediacreative services 1 1 UNCTAD 279

4 Formosa experience exprientia Norris 1941 Schmitt1999 Hoch

5 Pine & Gilmore, 1998 Pine & Gilmore1998 Experience active participation passive participationabsorption immersion entertainmenteducationalescapistesthetic O Sullivan1998ParametersPeople PeripheralsPerInforComSchmitt Holbrook1994 Mathwick, Malhotra & Rigdon2001 Holbrook1994 Customer Return on Investment, CROI Holbrook, 1994; Zeithaml,

6 Service Excellence Holbrook, 1994Oliver1999 Zeithaml, 1988 Aesthetics Olson, 1981; Veryzer, 1993Mano & Oliver1993 Deigthon & Grayson, 1995 Albrecht, 1994 Playfulness Huizinga, 1955; Unger & Kernan, 1983 Huizinga, Robinette, Brand & Lenz2002 Barlow & Maul, 2001 Goode, Dahl & Moreau, 2010 Cardozo1965 Oliver

7 Ostorm & Iacobucu1995 Giese & Cote Customer Satisfaction, CS Transaction-SpecificCumulative CognitiveAffective Jarrett, Wallace, Jarrett & Keeling1996hospital hotel Holbrook1994 Petrick, Morais & Norman, 2001Hawkins et al.,

8 20/80 80% 20% Technical Assistance Research Program, TARP 5 Day, 2000Frederick, 1996 Alonso2000 Daugherty Lee & Overby2004 Sheth1983Darden & Griffin Fornell1992, 1996Sweden Customer Satisfaction Barometer, SCSBAmerican Customer Ssatisfaction Index model, ACSI Zeithaml & Berry 1996 Bowen & Chen

9 Pine & Gilmore / 330 SPSS Amos % 285

10 / Schmitt (1999) ; Mathwick, Malhotra & Rigdon (2001) % Schmitt (1999) 286

11 287 / independent variablemediator variable dependent variable 2 H1 H2 H3 H4 H5 H6 2 H4 H3

12 % 1, 2, 3, 4, 5 SPSS18.0 SPSS Schmitt(1999)

13 4 5 Mathwick, Malhotra & Rigdon(2001) Holbrook(1994) 6 Spreng, Mackenzie & Olshavsky(1996) Jacoby & Chestnut(1978) Fornell (1992) Sirohi et al., (1998) 1.stability reliabilitytest-retest method 2.representative reliability 3.equivalence reliability the split-half method Cronbach s Cronbach s Nunnally

14 facevaliditycontent validitycriterionvalidity construct validity2002 KMO Kaiser-Meyer- Olkin Bartlett % % 20~ % 30~ % %/ % % % % % % reliability internal reliability Cronbach s Cronbach s Nunnally1978 Cronbach s 0.7 DeVellis true or accuracy Pretest % 290

15 ANOVA Scheffe t= -2.31p=0.022< ±0.47 F= 2.52 p=0.032< ±0.35 F= 2.45p=0.036< ±0.50 Scheffe

16 F= 2.37p=0.042< ±0.44 Scheffe F= 2.35p=0.043< ±0.44F= 3.57 p=0.015< ±0.51 Scheffe Hierarchical Regression Analysis H1 =0.85p<0.001 H2 H3=0.91p<0.001 =0.87p<0.01 H4 H5H6 =0.71p<0.001 =0.77p<0.001 =0.76p< F0.71p< p<

17 3 F p< p< F p< p< F p< p< p< p>

18 4 294

20 SPSS 2002SAS/STAT C

21 Albrecht, K. (1994). Customer Value. Executive Excellence: Alonso, S. (2000). The Antecedent and Consequences of Customer Loyalty: the Roles of Customer Satisfaction and Consumer Trust-Commitment, Ph. D. Dissertation, University of Texas-Pan American. Barlow, J., & Maul, D. (2001). Emotional Value. San Francisco: Berrett-Koehler Pub. Bowen, & Chen, S. L. (2001). The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, Cardozo, R. N. (1965). An Experimental Study of Consumer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2, Darden, & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), Daugherty, T. M. (2001). Consumer Learning and Three-dimensional Ecommerce: The Effects of Sequential Exposure of a Virtual Experience Relative to Indirect and Direct Product Experience of Product Knowledge, Brand Attitude and Purchase Intention, Ph. D. Dissertation, Michigan State University. Day, E. S. (2000, Winter). Management Market Relationships. Journal of the Academy of Marketing Science, DeVellis, R. F. (1991). Scale Development: Theory and Applications, Hurng-Chin Book Co. Ltd. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, Fornell, C. (1996, October). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60, Frederick, F. R. (1996). Learning from customer defections. Harvard Business Review, 74, Giese, J. L., Cote, J. A. (2000). Defining Consumer Satisfaction. Academy of Marketing Science Review. Retrieved April 3, 2013, from Goode, M. R., Dahl, D. W., & Moreau, C. P. (2010). The Effect of Experiential 297

22 Analogies on Consumer Perceptions and Attitudes. Journal of Marketing Research, 47(2), Hawkins, Best, & Coney. (2001). Consumer Behavior: Building Marketing Strategy (8th ed.). Hoch, J. Stephen (2002). Product Experience is Seductive. Journal of Consumer Research, 29(December), Holbrook, M. B. (1994). The Nature of Customer Value: An Axiology of Service in the Consumption Experience. Service Quality: New Direction in Theory and Practice, Holbrook, M. B. (2000). The millennial consumer in the text of our times. Journal of Consumer Research, 2(2), Huizinga, J. (1955). Homo ludens: a study of the play element in culture. Boston: Beacon Press. Jacoby, J., & Chestnut, R. W. (1978). Brand Loyalty: Measurement and Management. New York: John Wiley & Sons. Jarrett, P. E. M., Wallace, M., Jarrett, M. E. D., & Keeling, N. J. (1996). Experience of a hospital hotel. Ambulatory Surgery, 4(1), 1-3. Lee, E. J., & Overby, J. W. (2004). Creating value for online shoppers: Implications for satisfaction and loyalty. Journal of Consumer Satisfaction, 17, Mano H., & Oliver R. L. (1993). Assessing the Dimensionality and Structure of the consumption Experience: Evaluation, Felling and Satisfaction. Journal of Consumer Research, 20, Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, 77, Norris, R. T. (1941). The Theory of Consumer s Demand, New Haven, CT: Yale University Press. Nunnally, J. C. (1978). Psychometric Theory. New York: cgraw-hill. O'Sullivan, E. L., & Spangler, K. J. (1998). Experience Marketing: Strategies for the New Millenium. State College Pa: Venture Pub. Oliver, R. (1999). Value as Excellence in the Consumption Experience, 43-62, London and New York: Routledge. Oliver, R. L. (1981). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision. Journal of Marketing Research, 17, Olson, J. C. (1981). What is an Esthetic Response? in Symbolic Consumer Behavior, Elizabeth C.Hirschman and Morris B. Holbrook, (Eds). Ann Arbor,NY: Association for Consumer Research. Ostorm, A., & Iacobucu, D. (1995). Consumer Trade-Offs and the Evaluation of 298

23 Services. Journal of Maketing, 59(14), Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), Robinette, S., Brand, C., & Lenz, V. (2002). Emotion Marketing. Mcgraw-Hill Trade. Spreng, R. A., ManKenzie, S. B., & Olshavsky, S. W. (1996). A re-examination of the determinants of customer satisfaction. Journal of Marketing, 60(3), Sirohi, N., McLaughlin, E.W., &Wittink, D. R. (1998). A model of customer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), Schmitt, B. H. (1999, Spring). Experiential marketing: A new framework for design and communications. Design Management Journal, 10(2), Sheth, J. N. (1983). An integrative theory of patronage preference and behavior. In W. R. Darden & R. F. Lusch. (Eds.), Patronage Behavior and Retail Management. Eds.: New York: Elsevier Science Publishing Co. Unger, L. S., & Kernan, J. B. (1983). On the meaning of leisure: an investigation of some determinants of the subjective experience. Journal of Consumer Research, 9(3), Veryzer, R.W. (1993). Aesthetic Response and the Influence of Design Principles on Product Preferences. Advances in Consumer Research, 20, Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, Zeithaml, V. A., & Mary, J. B. (1996). Service Marketing. New York: McGraw-Hill. 299

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28 The Application of Experiential Marketing on Cultural and Creative Industries: A Case Study of Ten Drum Cultural Village Tsai-Neng Ho, Han-Pin Chuang, Chun-Ning Chen Abstract The main purpose of the study is to investigate the relevance of "Ten Drum Cultural Village" (TDCV) on the experiential marketing, experiential value, customer satisfaction and customer loyalty. The study involved the customers of TDCV in Tainan, Taiwan and used random sampling and questionnaire survey with 5-point Likert-type scale was used in this study. Questionnaire survey method was used for data collection and 172 valid questionnaires were returned based on 200 ones issued. Overall valid response rate is 86%. The data were analyzed by SPSS 18.0 for descriptive analysis and t-test, factor analysis, regression analysis and ANOVA for inferential statistics. The results showed that there is a positive and significant impact among experiential marketing and experiential value, experiential marketing and customer satisfaction, experiential marketing and customer loyalty, experiential value and customer satisfaction, experiential value and customer loyalty customer satisfaction and customer loyalty, respectively. In addition, experiential value and customer satisfaction are the mediators of the impact relationship between experiential marketing and customer loyalty. Keywords: experiential marketing, experiential value, customer satisfaction, customer loyalty, cultural and creative industry, Ten Drum Cultural Village Associate Professor, Department Of Business Administration, Chang Jung Christian University Postgraduate, Department Of Business Administration, Chang Jung Christian University. (Corresponding authors) Postgraduate, Department Of Business Administration, Chang Jung Christian University. 304

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [ 應用 IPA 模式檢視國光客運乘客之服務品質需求潘婉茹 1 吳信宏 2 謝俊逸 3 1 國立彰化師範大學行銷與流通管理研究所碩士班學生 2 國立彰化師範大學行銷與流通管理研究所教授 3 亞洲大學資訊科學與應用學系助理教授論文之連絡