| Summary: | 碩士 === 銘傳大學 === 財務金融學系碩士在職專班 === 103 === The main purpose of this study is to explore the consumer experience in Tianwei Highway Garden and to discuss the relationship among image area recognition, consumers’ satisfaction and loyalty. The study uses 195 questionnaires to do further analysis, using confirmatory factor analysis and structural equation modeling (SEM) analysis and validate the potheses. The empirical results indicate that: (1) the scope of consumer experiences combines three major subcomponents, includes: "sensory experience", "emotional experience", and "action experience", and subcomponents are significantly positive correlated with consumer experiences; (2) the scope of consumer experience is significantly positive related to image area recognition, consumers’ satisfaction, and loyalty; (3) the scope of image area recognition is significantly positive related to consumers’ satisfaction and loyalty; (4) the scope of consumers’ satisfaction is significantly positive to loyalty. Finally, the study proposes the conclusion and suggestion to the future study based on the empirical results.
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