體驗行銷、心流體驗對展覽效益之關係探究──以文創展覽為例

The Influence of Experiential Marketing and Flow Experience on Exhibition Benefit in Taiwanese Cultural and Creative Exhibition Industry

本研究以文化創意產業之文創展覽進行探討，將驗證消費者對於在文創展覽中使用的體驗行銷是否有助於展覽效益之提升，體驗行銷對心流體驗關係影響，消費者之心流體驗對展覽效益的影響關係，再進一步探究心流體驗介入體驗行銷與展覽效益之中介效果的影響關係，藉此釐清文創展覽領域中體驗行銷、心流體驗與展覽效益研究現象底下潛藏的真實性與實務效益。研究結果顯示，體驗行銷會正向顯著影響展覽效益；體驗行銷會正向顯著影響心流體驗；心流體驗會正向顯著影響展覽效益；最後中介效果部分，心流體驗對體驗行銷與展覽效益具有完全中介效果之影響。 This study aims to investigate how experiential marketing and flow experience affect exhibition benefit in Taiwanese cultural and creative exhibition industry. The results indicate that the experiential marketing cause positive effects to the exhibition benefit, the experiential marketing cause positive effects to the flow experience, and the flow experience cause positive effects to the exhibition benefit in Taiwanese cultural and creative exhibition Industry. Furthermore, the flow experience plays the full mediator role between the experiential marketing and the exhibition benefit.

This study aims to investigate how experiential marketing and flow experience affect exhibition benefit in Taiwanese cultural and creative exhibition industry. The results indicate that the experiential marketing cause positive effects to the exhibition benefit, the experiential marketing cause positive effects to the flow experience, and the flow experience cause positive effects to the exhibition benefit in Taiwanese cultural and creative exhibition Industry. Furthermore, the flow experience plays the full mediator role between the experiential marketing and the exhibition benefit.