Study of the Relationships among Consumption Experience, Customer Satisfaction, and Willingness-to-Pay

• Main Authors: Tsai, Chiung-Fen, 蔡瓊芬
• Other Authors: Lee, Long-Yuan
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/rfr5g7

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.