Effects of “Live House” Event Attraction and Service Quality on Behavioral Intention - The Mediating Effect of Consumer Experience

• Main Authors: Hsiang-Yin Liu, 劉珦尹
• Other Authors: Hsiao-Po Hsun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/04341217546560192450

碩士 === 國立雲林科技大學 === 休閒運動研究所碩士班 === 99 === “Live House” was also known as music and art performance space in Taiwan. Many kinds of mainstream and non-mainstream musical events performed. It''s the latest one of leisure events in Taiwan. The study discussed the relationship between attraction of event, service quality, consumer experience, and behavioral intention of “Live House”. This study was focus on the consumer of “THE WALL Live House” in Taipei. It adopted judgmental sampling for the questionnaire to research, acquired 402 effective questionnaires, effective rate was 87%. The statistics were analyzed by SPSS 12.0 & AMOS 17.0. The findings of this study are as follows：(1)The three most groups of “Live House” consumers were “female” (66.7%), “21~25 years old” (43.3%) and “go with friends” (75.1%). (2)Event attraction and service quality both affected behavioral intention through consumer experience indirectly. Event arrangement (γ=.76*) and responsiveness (γ=.81*) were the two highest aspects to predict consumer experience, and emotional experience (γ=.73*) were the highest aspect to predict behavioral intention. (3) Paths of model were not the same with different frequency of participation. If the industries of “Live House” aimed at the consumer experience of different participation group to enhance behavioral intention, they should use event attraction to enhance the experience of lower participation group, and using service quality to enhance the experience of higher participation group.