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研究生:李婉禎
研究生(外文):Wan-Jhen Li
論文名稱:運用消費體驗於文化創意市集之研究
論文名稱(外文):The Research of Use Consumer Experience in the Cultural and Creative Marketplace
指導教授:陳柏宇陳柏宇引用關係王智立王智立引用關係
指導教授(外文):Po-Yu ChenChih-Li Wang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:應用統計資訊學系碩士班
學門:數學及統計學門
學類:統計學類
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:106
中文關鍵詞:顧客滿意度消費體驗文化創意市集體驗價值
外文關鍵詞:consumer experienceconsumer satisfactionexperiential valueThe cultural and creative marketplace
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文化創意產業在台灣的發展日漸成長,並逐漸邁向國際化。而文化創意市集
不僅從民間發起,也越來越受到官方的重視。最早在台灣崛起的文化創意市集,
第一次舉辦就吸引了上萬人潮的參與。可見文化創意市集的吸引力是不容小覷的,
對於文化創意產業的發展也功不可沒。
近年來消費體驗日漸興盛、蓬勃發展,因此本研究使用結構方程模式,將文
化創意市集與消費體驗做結合,並針對顧客的體驗價值、顧客滿意度及忠誠度進
行探討,找出影響消費者對於文化創意市集的感受及想法,並提供廠商改善或增
加顧客忠誠度等方面的建議及策略。除此之外,也藉此得到在文化創意市集中,
消費體驗會影響體驗價值,同時體驗價值也會影響顧客滿意度,最後則是部分體
驗價值對於忠誠度有正面影響之結果。
The development of cultural and creative industries in Taiwan is growing up, and
gradually moves towards internationalization. The cultural and creative marketplace
not only originates from the private, but also paid much attention by official units. In
Taiwan, the first cultural and creative marketplace held on the first time, it attracted
more than ten thousand people to attend. We can see that the cultural and creative
marketplace’s attraction is not to be underestimated, for the development of cultural
and creative industries also contributed.
In recent years, consumer experience grows prosperously, so this study used
structural equation model, and the cultural and creative marketplace will combine
with the consumer experience. Use experiential value, consumer satisfaction and
loyalty to explore that Consumers’ ideas and feelings about the cultural and creative
marketplace, and provide improvements for manufacturers or increase customer
loyalty and other aspects of the proposals and strategies. Besides, the results show that
consumer experience will affect experiential value, experiential value also affect
consumer satisfaction, and finally some parts of experiential value have a positive
effect on loyalty, in the cultural and creative marketplace.
目錄
目錄 I
表目錄 IV
圖目錄 VI
壹、緒論 1
一、研究背景與動機 1
二、研究目的 2
三、研究步驟 3
貳、文獻探討 4
一、文化創意市集 4
二、消費體驗 5
(一)消費體驗的重要性 5
(二)體驗與消費體驗的定義 6
三、體驗價值 9
(一)體驗價值的定義 10
(二)消費體驗與體驗價值的關係 13
四、顧客滿意度 14
(一)顧客滿意度的定義 14
(二)體驗價值與顧客滿意度的關係 15
五、忠誠度 16
(一)忠誠度的定義 16
(二)體驗價值與忠誠度的關係 18
(三)顧客滿意度與忠誠度的關係 18
參、研究方法 20
一、研究架構 20
二、研究假設 21
三、研究工具 22
四、操作型定義 23
(一)消費體驗 23
(二)體驗價值 23
(三)顧客滿意度 24
(四)忠誠度 24
五、問卷設計 24
六、研究樣本估算 27
肆、資料分析 29
一、基本資料分析 29
二、驗證式因素分析 31
(一)消費體驗 31
(二)體驗價值 41
(三)顧客滿意度 55
(四)忠誠度 56
(五)模式參數估計值與收斂效度 57
(六)區別效度 61
(七)模式適配度指標 61
三、結構方程模式分析 63
(一)模式設定 63
(二)模式辨識 63
(三)模式估計 64
(四)模式檢定 68
(五)路徑分析 71
伍、結論與建議 76
一、結論 76
二、實務意涵 77
三、研究限制與建議 80
參考文獻 82
附錄 93


表目錄
表2-1 顧客價值類型表 11
表2-2 顧客忠誠五階段彙整表 17
表3-1 問卷題項表 25
表4-1 受訪者人口變項表 30
表4-2 感官體驗構面問卷題項 32
表4-3 情感體驗構面問卷題項 33
表4-4 思考體驗構面問卷題項 34
表4-5 關聯體驗構面問卷題項 35
表4-6 消費體驗二階CFA之模式適配指標表 40
表4-7 消費者投資報酬構面問卷題項 41
表4-8 服務優越性構面問卷題項 42
表4-9 外部價值二階CFA之模式適配指標表 47
表4-10 美感構面問卷題項 48
表4-11 趣味性構面問卷題項 49
表4-12 內部價值二階CFA之模式適配指標表 54
表4-13 顧客滿意度構面問卷題項 55
表4-14 忠誠度構面問卷題項 56
表4-15 驗證式因素分析彙整表 58
表4-16 區別效度分析表 61
表4-17 驗證式因素模式適配指標彙整表 62
表4-18 變數常態檢定及多元常態檢定彙整表 65
表4-19 MLE與Bootstrap5000次相關估計值比較 66
表4-20 結構模式誤差變異數彙整表 68
表4-21 結構模式適配指標彙整表 70
表4-22 結構方程模式參數估計表 72
表4-23 模式之總效果、直接效果與間接效果彙整表 74
表4-24 Bootstrap信賴區間之效果檢驗表 75
表5-1 研究假設之實證結果表 76
表5-2 模式之間接效果檢驗表 77


圖目錄
圖1-1 研究步驟 3
圖2-1 文化創意市集圖片 5
圖2-1 策略體驗模組 7
圖2-2 體驗矩陣 9
圖2-3 體驗價值的四種類型 13
圖3-1 研究架構圖 20
圖3-2 研究完整架構圖 21
圖4-1 感官體驗一階驗證分析圖 32
圖4-2 情感體驗一階驗證分析圖 33
圖4-3 思考體驗一階驗證分析圖 34
圖4-4 關聯體驗一階驗證分析圖 35
圖4-5 Model1 消費體驗一階一因子模式分析圖 36
圖4-6 Model2 消費體驗一階4因子無相關模式分析圖 37
圖4-7 Model3 消費體驗一階4因子有相關模式分析圖 38
圖4-8 Model4 消費體驗二階4因子模式分析圖 39
圖4-9 消費者投資報酬一階驗證分析圖 41
圖4-10 服務優越性一階驗證分析圖 42
圖4-11 Model1 外部價值一階一因子模式分析圖 43
圖4-12 Model2 外部價值一階2因子無相關模式分析圖 44
圖4-13 Model3 外部價值一階2因子有相關模式分析圖 45
圖4-14 Model4 外部價值二階2因子模式分析圖 46
圖4-15 美感一階驗證分析圖 48
圖4-16 趣味性一階驗證分析圖 49
圖4-17 Model1 內部價值一階一因子模式分析圖 50
圖4-18 Model2 內部價值一階2因子無相關模式分析圖 51
圖4-19 Model3 內部價值一階2因子有相關模式分析圖 52
圖4-20 Model4 內部價值二階2因子模式分析圖 53
圖4-21 顧客滿意度一階驗證分析圖 55
圖4-22 忠誠度一階驗證分析圖 56
圖4-23 結構方程模式分析圖 72
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