臺灣博碩士論文加值系統

對於藝術表演行銷人員而言觀眾是相當重要的，爵士樂行銷者要去分辨、預期、並且滿足爵士樂消費者的需求是極度困難的。另外表演藝術活動的本質，不只是在於音樂或是演出者而已，而是一種體驗。本研究將焦點擺在爵士酒吧裡消費者生活型態、樂團現場表演與周邊產品服務所組成的一個消費者體驗以及滿意度三因子理論。瞭解爵士酒吧(Jazz bar)裡的消費者之生活型態，並藉由生活型態的差異來探討不同生活型態之消費者的滿意度因子有無差異。接著檢視不同生活型態與策略體驗模組裡不同體驗形式的關係。
本研究採取問卷調查法，問卷可分成四部分，包含生活型態、體驗行銷、滿意度、填答者的個人基本資料之問卷，發放地點為位於台北市的藍調爵士酒吧。分析軟體將使用SPSS。本研究之結果為：一、爵士酒吧消費者生活型態集群不同，其滿意度也不同。二、生活型態會對消費者所感受到體驗形式有影響。三、體驗行銷會影響消費者滿意度。

For the performing arts marketer, audience is very importance, it is extremely difficult for jazz music marketer to identify, expect and satisfy the needs of jazz music customer. Specially, the nature of performing arts is not the music and performer, it is experience.
This study focused on the life style of customers, live band performance and peripheral product and service of jazz bar and the three-factor theory of customer satisfaction. Understanding the life style of jazz bar customer, and using it to discover is there a difference on the satisfaction factors between the customers of different life style segment. And then survey the relation of different life styles and the strategic experiential modules.
Questionnaire survey is the approach used for collecting information, and the questionnaire divides into four parts, including life style, experiential marketing, satisfaction and demographic description. The sampling was started in Blue Note Jazz Bar, after the data collected SPSS 12.0 is used for the data analysis. The study findings are: (1) We can find the difference on jazz bar customer’s satisfaction between different life style clusters. (2) Life style will influence the experiential form of customer. (3) Experiential marketing will affects the customer’s satisfaction.

中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi
內容目錄 ．．．．．．．．．．．．．．．．．．．．． vii
表目錄 ．．．．．．．．．．．．．．．．．．．．． ix
圖目錄 ．．．．．．．．．．．．．．．．．．．．． xi
第一章　 緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　 研究背景與動機．．．．．．．．．．．． 1
第二節 研究問題與目的．．．．．．．．．．．． 4
第三節 研究範圍與對象．．．．．．．．．．．． 7
第四節 研究流程．．．．．．．．．．．．．．． 8
第二章 文獻回顧．．．．．．．．．．．．．．．．． 9
　　第一節　 生活型態．．．．．．．．．．．．．．． 9
第二節 體驗行銷．．．．．．．．．．．．．．．．． 13
第三節 滿意度．．．．．．．．．．．．．．．．．． 23
第三章　 研究方法．．．．．．．．．．．．．．．． 32
　　第一節　　研究架構．．．．．．．．．．．．．．． 33
第二節 操作性定義．．．．．．．．．．．．．． 34
第三節 研究假設．．．．．．．．．．．．．．． 36
第四節 問卷設計．．．．．．．．．．．．．．． 37
第五節 抽樣對象與資料蒐集．．．．．．．．．． 42
第六節 資料分析方法．．．．．．．．．．．．． 43
第七節 問卷預試．．．．．．．．．．．．．．． 45
第四章 研究結果與分析．．．．．．．．．．．．．． 53
　　第一節　 受訪者屬性分析．．．．．．．．．．．． 53
第二節 生活型態、體驗行銷、滿意度量表分析．． 55
第三節 爵士酒吧消費者生活型態分析．．．．．． 61
第四節 不同生活型態集群之滿意度三因子分析．． 65
第五節 生活型態對體驗行銷分析．．．．．．．．． 76
第六節 體驗行銷對消費者滿意度之分析．．．． 83
第五章 結論與建議．．．．．．．．．．．．．．．． 89
　　第一節　　研究結論．．．．．．．．．．．．．．． 89
第二節 研究限制．．．．．．．．．．．．．．． 93
第三節 管理意涵．．．．．．．．．．．．．．． 94
第四節 未來研究建議．．．．．．．．．．．．． 97
參考文獻 ．．．．．．．．．．．．．．．．．．．． 98
附錄A 預試問卷．．．．．．．．．．．．．．．．． 110
附錄B 正式問卷．．．．．．．．．．．．．．．．． 114

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