Journal of Meiho University, Vol. 33 No.1, pp. 277-304 200 172 86% SPSS18.0 t-test One-way ANOVA 1 23 45 67 277
KEA 2009 The Impact of Culture on Creativity 2011 85% NANTA Schmitt, 1999 Kotler and Scheff1997, 1998 hard selling 2011 Holbrook2000 4P ProductPricePlacePromotion 4EExperienceEntertainmentExhibitionism Evangelizing 2012 2004 278
-20102 3 2010 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
Formosa 16 16 2000 2000 experience exprientia 198920032006Norris 1941 Schmitt1999 Hoch2002 280
Pine & Gilmore, 1998 Pine & Gilmore1998 Experience active participation passive participationabsorption immersion entertainmenteducationalescapistesthetic O Sullivan1998ParametersPeople PeripheralsPerInforComSchmitt1999 2000 2001 2002 2005 Holbrook1994 Mathwick, Malhotra & Rigdon2001 Holbrook1994 Customer Return on Investment, CROI Holbrook, 1994; Zeithaml, 1988 281
Service Excellence Holbrook, 1994Oliver1999 Zeithaml, 1988 Aesthetics Olson, 1981; Veryzer, 1993Mano & Oliver1993 Deigthon & Grayson, 1995 Albrecht, 1994 Playfulness Huizinga, 1955; Unger & Kernan, 1983 Huizinga, 1955 200320042004 20052004 2005 Robinette, Brand & Lenz2002 Barlow & Maul, 2001 Goode, Dahl & Moreau, 2010 Cardozo1965 Oliver1981 282
Ostorm & Iacobucu1995 Giese & Cote2000 2002 Customer Satisfaction, CS Transaction-SpecificCumulative CognitiveAffective Jarrett, Wallace, Jarrett & Keeling1996hospital hotel 2003 2004. 2012 7 Holbrook1994 Petrick, Morais & Norman, 2001Hawkins et al.,2001 2004 283
20/80 80% 20% Technical Assistance Research Program, TARP 5 Day, 2000Frederick, 1996 Alonso2000 Daugherty2001 2005 Lee & Overby2004 Sheth1983Darden & Griffin1994 2011 Fornell1992, 1996Sweden Customer Satisfaction Barometer, SCSBAmerican Customer Ssatisfaction Index model, ACSI Zeithaml & Berry 1996 Bowen & Chen2001 2004 284
Pine & Gilmore1998 2013 20132012 2012 2012 7 20122012 1 1 2013 2013 2012 / 330 SPSS Amos 2012 3-4 400 57 343 85.75% 285
/ Schmitt (1999) ; Mathwick, Malhotra & Rigdon (2001) 2012 7-350 2012 238 68% 2012 351 Schmitt (1999) 286
287 / 2012 1950 independent variablemediator variable dependent variable 2 H1 H2 H3 H4 H5 H6 2 H4 H3
102 2 5 102 3 16 200 172 86% 1, 2, 3, 4, 5 SPSS18.0 SPSS18.0 2 3 4 5 6 2 1. 2. 3. 4. 5. 6. 3 1. 2. 3. 4. 5. 6. Schmitt(1999) 7. 8. 9. 10. 288
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 Nunnally1978 0.7 0.35 0.7 0.35 289
facevaliditycontent validitycriterionvalidity construct validity2002 KMO Kaiser-Meyer- Olkin Bartlett 2007 172 98 57.0% 74 43.0% 20~29 49 28.5% 30~39 42 24.4% 19 60 10 5.8%/ 83 48.3% 40 23.3% 43 25.0% 37 21.5% 64 37.2% 43 25.0% reliability internal reliability Cronbach s Cronbach s 0.9080.882 0.886 0.859 Nunnally1978 Cronbach s 0.7 DeVellis1991 0.65 0.70 true or accuracy Pretest1997 2002 58.88 % 290
3.59 4.22 4.00 4.224.16 3.59 3.60 4.12 3.82 4.12 4.093.60 3.73 4.04 3.95 4.04 4.043.73 3.35 4.15 3.77 4.15 3.993.35 ANOVA Scheffe t= -2.31p=0.022<0.05 4.08±0.47 F= 2.52 p=0.032<0.05 60 4.20±0.35 F= 2.45p=0.036<0.05 60 4.42±0.50 Scheffe 60 40-49 291
F= 2.37p=0.042<0.05 60 4.46±0.44 Scheffe 60 40-49 F= 2.35p=0.043<0.05 60 4.28±0.44F= 3.57 p=0.015<0.053.90±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<0.001 3 3 F0.71p<0.001 24.2p<0.001 292
3 F 0.180.62p<0.001 32.14p<0.001 0.71 0.18 F 0.080.69p<0.001 29.71p<0.001 0.71 0.08 F -0.070.46p<0.0010.43p<0.001 31.72 p<0.001 0.71-0.07 p>0.05 4 293
4 294
2004 295
2004 2013 2013 2012 2007SPSS 2002SAS/STAT 2004 2004 2005 2003 200118714-16 2012 2002 2011 2004 2004 3C 2005 2012 296
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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