體驗行銷、體驗價值、滿意度與再購意願之研究－以C-Bike為例

The main purpose of this research is to study the relationship among experiential marketing, experiential value, satisfaction, and repurchase intention. Research objectives are as follows: 1. to investigate C-Bike's consumer influence of experiential marketing on experiential value, satisfaction, and repurchase intention; 2. to investigate C-Bike's consumer influence of experiential value on satisfaction and repurchase intention; 3. to investigate C-Bike's consumer influence of satisfaction on repurchase intention; and 4. to discover difficulties of usage C-Bike. This research applied purposive sampling. Data was collected by 344 questionnaire survey. Regression analysis had been conducted to test this hypotheses. The key finding is that there are significant positive influences among experiential marketing, experiential value, satisfaction, and repurchase intention. The impact of experiential marketing on experiential value is, in particularly, more influential than others. That is, the more facility functions and emotion attraction of experiential marketing, the more pressure release and fascination of experiential value. Meanwhile, this research also offers suggestions to solve the difficulties of C-Bike usage, such as improvement of rental systems and establishing more stations along with more bikes; improvement of the enrollment process; and finally, inspection and maintenance bikes regularly, and also association with EasyCard system.