臺灣博碩士論文加值系統

本研究以舞台真實性為主要論述觀點，依據劇場理論作為舞台真實性之構念要素。本研究認為在今日的服務業中，塑造前場實體環境的氣氛已成為餐飲業經營的必要條件之一，然而本研究欲探討在餐飲業者未裝飾過之後場，一旦不經意被消費者見到後，對於前場實體環境真實性之影響，故本研究主要驗證：舞台真實性前因對於舞台真實性之影響及其後果之研究。探討在以劇場理論觀點作為舞台真實性之構念下，舞台真實性前因(後場可視性、後場知覺、顧客參與及產品知識)對於舞台真實性之影響，其次探討舞台真實性對顧客價值與其後果，顧客滿意度與再購意願這些構念間的關係。本研究將舞台真實性延伸至餐飲服務業，藉由量化方式衡量餐飲服務業之舞台真實性前因及其後果。本研究以大台北地區連鎖美式餐廳之顧客為抽樣對象，由於本研究涉及餐廳實際用餐環境情形，為避免填答者產生記憶模糊現象影響研究結果，本研究採取至各分店實地發放問卷之方式，共取得562份問卷，有效問卷為424份，本研究假設驗證之結果分述如下：
一、後場可視性對舞台真實性有顯著的負向影響
二、後場知覺對舞台真實性有顯著的正向影響
三、顧客參與對舞台真實性有顯著的正向影響。
四、產品知識對舞台真實性有顯著的正向影響。
五、後場知覺對舞台真實性沒有負向影響，卻有顯著的正向影響。
六、舞台真實性對顧客價值有顯著的正向影響。
七、顧客價值對顧客滿意度有顯著的正向影響。
八、顧客滿意度對再購意願有顯著的正向影響。

This research based on staged authenticity, and took the dramaturgy theory prospective as the conceptual structure of staged authenticity simultaneously. This research proposed that in current service industry, molding front stage physical environment’s atmosphere has become one of the necessary conditions of restaurant management. When customers saw the back stage which was not decorated, it may change the restaurant’s image of customers. This study aimed to understand how antecedents of staged authenticity influencing staged authenticity. The antecedents of staged authenticity include back invisibility, back perception, customer participation, and product knowledge. Further this study tried to verify whether staged authenticity influencing customer value, customer satisfaction, and repurchase intension.
The questionnaires were distributed to the chain restaurant’s branch stores at Taipei city. Owning to this study concerned with actual restaurant’s environment, thus, to avoid the respondents’ ambiguous memory, we send out questionnaires in the chain restaurant’s branch stores. A total of 562 questionnaires were distributed. After eliminating the questionnaires with missing data and those filled out by supervisors, this study obtained 424 valid questionnaires.
Through data analysis, the empirical results like the following:
1. Back visibility has significantly negative effect on staged authenticity.
2. Back perception has significantly positive effect on staged authenticity.
3. Customer participation has significantly positive effect on staged authenticity.
4. Product knowledge has significantly positive effect on staged authenticity.

5. Back perception shows no negative effect on staged authenticity, but it has significantly positive effect on staged authenticity.
6. Staged authenticity has significantly positive effect on customer value.
7. Customer value has significantly positive effect on customer satisfaction.
8. Customer satisfaction has significantly positive effect on repurchase intension.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 舞台真實性 5
第二節 後場 16
第三節 顧客參與 23
第四節 產品知識 27
第五節 顧客價值 29
第六節 顧客滿意度 35
第七節 再購意願 38
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 研究變數與操作型定義 47
第四節 研究設計 54
第五節 資料分析方法 61
第四章 資料分析與發現 63
第一節 敘述性統計分析 63
第二節 共同方法變異檢測 67
第三節 信度分析 70
第四節 效度分析 76
第五節 整體模式衡量分析 85
第五章 結論與建議 91
第一節 研究結論 91
第二節 管理意涵與研究貢獻 95
第三節 研究限制 97
第四節 後續研究的方向與建議 98
參考文獻 99
附錄 115

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