中高齡品評苦茶油拌薑黃麵線體驗行銷、幸福感與忠誠度相關之研究

"A Study on the Relationship Between Experience Marketing, Happiness and Loyalty of Bitter Tea Oil mixed with Turmeric Noodles for Middleaged and Senior Citizens"

隨著醫療水準提升、食品安全重視及生活品質提高，國人平均壽命呈現驟升趨勢，對於飲食的知識及食品營養成分要求越來越高，養生食品成為目前飲食主流。油脂屬於人們生活中，不可或缺的營養成分；以預防保健層面而論，苦茶油具備的不飽和脂肪酸，不僅可作為營養來源，具有多項多酚類物質，同時可提供促進健康。薑黃內的薑黃素(Curcumin)具消炎效果。本研究應用苦茶油薑黃麵線，以45歲以上的中高齡者為研究對象，結合體驗行銷之策略體驗模組(感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗)、顧客幸福感(健康、美味、整體幸福感)及顧客忠誠度(口碑行為、推薦行為、再購意願、價格容忍度、交叉購買意願)進行問卷量表研擬，經由實物品評體驗進行實測，回收有效樣本388份，藉以暸解苦茶油拌薑黃麵線在中高齡者的受訪體驗中，對體驗行銷、幸福感及忠誠度之間的關係，研究顯示：體驗行銷、幸福感與忠誠度各構面間多呈現中度顯著的正相關，需加強體驗行銷的「行動體驗」、幸福感的「整體幸福感」以提升顧客忠誠度，讓顧客在行銷過程中以行動來觸動顧客內心情感，並滿足顧客的需求及期待，使顧客在購買產品後，感受到愉快喜悅的滿足。

"With the improvement of medical standards, the importance of food safety and the improvement of the quality of life, the average life expectancy of Chinese people has shown a sharp rise, and the requirements for dietary knowledge and food nutrients have become higher and higher, and health food has become the mainstream of the current diet. Oil is an indispensable nutrient in people's lives; from the perspective of preventive health care, the unsaturated fatty acids contained in bitter tea oil can not only be used as a source of nutrition, but also contain a number of polyphenols, and at the same time can provide health promotion. Curcumin (Curcumin) in turmeric has anti-inflammatory effects. This research uses bitter tea oil and turmeric noodles, taking middle-aged and elderly people over 45 years old as the research object, combined with experience marketing strategy experience modules (sensory experience, emotional experience, thinking experience, action experience, related experience), and customer happiness (Healthy, delicious, overall happiness) and customer loyalty (word-of-mouth behavior, recommendation behavior, repurchase willingness, price tolerance, cross-purchase willingness) to develop a questionnaire, conduct actual measurement through actual item evaluation experience, and collect valid samples 388 In order to understand the relationship among experience marketing, happiness and loyalty of bitter tea oil mixed with turmeric noodles in the interview experience of middle-aged and elderly people, the research shows: the relationship between experience marketing, happiness and loyalty. Shows more moderately significant positive correlations. It is necessary to strengthen the ""action experience"" of experience marketing and the ""overall happiness"" of happiness to enhance customer loyalty, so that customers can use actions to touch customers' inner emotions and satisfy customers during the marketing process The needs and expectations of the customers make customers feel happy and satisfied after purchasing the product."