| Summary: | 碩士 === 正修科技大學 === 休閒與運動管理所 === 107 === The purpose of this study was to investigate the relationships among consumption experience, customer satisfaction, and willingness-to-pay. Subjects were selected from visitors who attend the leisure farm over the passed year. Data was analyzed using SPSS 22.0 for descriptive statistics, reliability test, t-test, one-way ANOVA, Scheffe test, Pearson Correlation, and Regression Test. First, significant relationships were found between consumption experience and customer satisfaction, customer satisfaction and willingness-to-pay. Second, all of dimensions of consumption experience and customer satisfaction were found to significantly predict willingness-to-pay. Third, results could be used for managers of leisure farm to effectively promote outcomes.
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