| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 103 === The marketing has changed in the world. Every company need to provide services to customers. Furthermore the marketing model comes from traditional way to experience value of co-creation. Customers consider the self-participation to produce and give the successful to company. Enterprises can got the customer responses to improve and rapidly know the customer needs in this marketing model. They can get a well relationship between and customers to create a friendly and kindly connection. It can also improve the identification to the brand. When enterprise owns the identification from customers, it will enhance their desire to repurchase.
The purpose of this study is to investigate the relationships among co-creation experience value, brand image, customer participation, and repurchase intention. The research brand is ‘‘Journey Koffe’’ in Taipei. The study collected 383 questionnaires. And 366 valid questionnaires were analyzed. The results were as follows:
1.Co-Creation Value Experiential had positive effect to Brand Image.
2.Co-Creation Value Experiential had positive effect to Customer Participation.
3.Brand Image had positive effect to Repurchase Intention.
4.Customer Participation had positive effect to Repurchase Intention.
5.Brand image was a mediating variable between Co-Creation Value Experiential and Repurchase Intention.
6.Customer Participation is a mediating variable between Co-Creation Value Experiential and Repurchase Intention.
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