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dc.contributor.author詹益欣zh_TW
dc.contributor.author黃任閔zh_TW
dc.contributor.author陳秝鍹zh_TW
dc.contributor.author耿仕榮zh_TW
dc.contributor.authorYi-Hsin Chanen_US
dc.contributor.authorJen-Min Huangen_US
dc.contributor.authorLi-Hsuan Chenen_US
dc.contributor.authorShin-Jong Kengen_US
dc.date.accessioned2022-10-03T07:55:30Z-
dc.date.available2022-10-03T07:55:30Z-
dc.date.issued2020-12-01en_US
dc.identifier.issn2219-5696en_US
dc.identifier.urihttps://www.airitilibrary.com/Publication/alDetailedMesh?DocID=P20110824004-202012-202101120006-202101120006-13-27&PublishTypeID=P001en_US
dc.identifier.urihttps://sport.sa.nctu.edu.tw/?page_id=724en_US
dc.identifier.urihttp://hdl.handle.net/11536/159281-
dc.description.abstract目的:本研究目的在探討新竹市青草湖立式划槳活動體驗參與者體驗行銷與體驗價值之關係。方法:透過問卷調查方式進行此研究,以青草湖立式划槳參與者為對象,進行便利抽樣,共發出350份問卷,有效問卷為344份,有效問卷回收率為98.3%,使用SPSS22.0版for Windows統計套裝軟體,透過描述性統計、單因子多變量變異數分析及皮爾森積差相關等方式進行分析。結果:研究結果發現,受訪者對新竹市青草湖的立式划槳活動的體驗行銷與體驗價值有正向的感受;不同性別、年齡、婚姻、月收入、職業對新竹市青草湖體驗行銷均達顯著差異;而不同性別、年齡、婚姻、教育程度、月收入、職業對新竹市青草湖體驗價值均無顯著差異;體驗行銷與體驗價值之間成顯著低度正相關。結論:研究結果顯示青草湖立式划槳活動參與者背景、體驗行銷感受為中上、體驗價值感受為中上,且在體驗行銷與體驗價值關係上呈現低相關。zh_TW
dc.description.abstractPurpose: This study aimed to investigate the relationships between experiential marketing and experiential value of stand up paddle participants on Green Grass Lake in Hsinchu City. Method: Questionnaire investigation method was adopted in this study, and this study took the stand up paddle participants on Green Grass Lake in Hsinchu City as the research subject to do convenience sampling. In total, 350 copies of questionnaires surveys were collected, and 344 valid questionnaires were returned with a rate of 98.3%. All the data was processed by the IBM SPSS 22.0, which is the tool of statistical analysis to run the results. These data included descriptive statistics, one-way MANOVA, and Pearson product-moment correlation coefficient. Results: The results were as follows: The stand up paddle participants on Green Grass Lake in Hsinchu City had positive images of all the feelings of experiential marketing and experiential value. Significant differences were found in the degree of experiential marketing of stand up paddle participants on Green Grass Lake in Hsinchu City for gender, age, marriage status, monthly income, and occupation. No significant differences were found in the degree of experiential value of stand up paddle participants on Green Grass Lake in Hsinchu City for gender, age, marriage status, education level, monthly income, and occupation. And a mild positive correlation between experiential marketing and experiential value was observed among stand up paddle participants on Green Grass Lake in Hsinchu City.en_US
dc.language.isozh_TWen_US
dc.publisher國立交通大學體育室zh_TW
dc.publisherOffice of Physical Education National Chiao Tung Universityen_US
dc.subject立式划槳zh_TW
dc.subject水域遊憩活動zh_TW
dc.subject行銷策略zh_TW
dc.subjectstand up paddleen_US
dc.subjectwater recreation activitiesen_US
dc.subjectmarketing strategyen_US
dc.title立式划槳參與者體驗行銷與體驗價值之研究-新竹市青草湖參與者為例zh_TW
dc.titleA Study of Experiential Marketing and Experiential Value of Stand Up Paddle Participants - A Case Study of Participants of Green Grass Lake in Hsinchu Cityen_US
dc.typeCampus Publicationsen_US
dc.identifier.journal交大體育學刊zh_TW
dc.identifier.journalJournal of Chiao Da Physical Educationen_US
dc.citation.issue16en_US
dc.citation.spage13en_US
dc.citation.epage27en_US
顯示於類別:交大體育學刊