臺灣博碩士論文加值系統

　　近年來，傳統製造業轉型而成的觀光工廠，成了國人休閒的好去處。此時，觀光工廠相關議題不斷被討論。雖然觀光工廠並非企業的本身，但卻能為顧客與企業共創價值。可將顧客參觀感受視為是一種權益－觀光工廠顧客權益。而顧客到此參觀也有助於對企業的了解，提升企業聲譽。最終，顧客也會對這家企業或觀光工廠有更高的忠誠意圖。本研究試圖探討觀光工廠顧客權益、企業聲譽、忠誠意圖的關聯性，也進一步了解企業聲譽是否在其中扮演中介角色。此外，具有享樂主義人格特質之顧客是否會調節當中的效果。
　　本研究共發放兩家觀光工廠問卷並進行比較，觀看研究結果是否會有所差異，此次總發放問卷數共 967 份。實證結果表示：1. 觀光工廠顧客權益對企業聲譽有正向影響。2. 企業聲譽對忠誠意圖有正向影響。3. 觀光工廠顧客權益能透過企業聲譽，對忠誠意圖有正向的影響。4. 享樂主義會強化觀光工廠顧客權益對企業聲譽的關係。
　　本研究貢獻在於更明確指出觀光工廠對企業的效益。並找出具有享樂人格特質的差異性，以利企業做為發展觀光工廠之規劃。

　　In recent year, people enjoy going to tourism factories that are considered to be a transition from conventional industries. Eventually tourism factories become popular issues which industries and customers love to discuss about. Tourism factories are not equal to the industries themselves; however, they may undoubtedly create co-creative value for customers and businesses. We can regard customers’ visit as an equality, i.e., customer equality of tourism factories. And their visits will also help them understand more about the industries and enhance the corporate reputation of the industries. Therefore, higher or sightseeing loyalty intentions will be achieved. This study intends not only to concentrate on the relationship among the customer equity of tourism factories, corporate reputation, loyalty intentions, but also to probe if corporate reputation plays a role as a mediator among the aforesaid relationship. In addition, this study will further discuss if the customer has a hedonistic personality traits that moderate the effect.
　　In this study, we have 967 questionnaires on two tourism factories for examining the differences between them. The empirical results indicates that first the customer equality of tourism factory has a positive impact on corporate reputation. Secondly the corporate reputation has a positive impact on loyalty intentions. And the customer equality of tourism factory also has a positive impact on corporate reputation through the loyalty intentions. The last, hedonism will reinforce the customer equality of tourism factory to the corporate reputation.　
　　The contribution of this study is to more clearly point out the benefits of tourism factories and identify the differences between hedonists’ personality in order to facilitate the industries to develop a tourism factory.

圖目錄 II
表目錄 III
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 文獻回顧 5
第一節 觀光工廠顧客權益 5
第二節 企業聲譽 12
第三節 忠誠意圖 14
第四節 享樂主義 15
第五節 觀光工廠顧客權益與企業聲譽之關係 15
第六節 企業聲譽與忠誠意圖之關係 17
第七節 觀光工廠顧客權益、企業聲譽、忠誠意圖之關係 19
第八節 享樂主義的調節效果 20
第三章 研究方法 22
第一節 假說架構 22
第二節 研究對象與抽象 23
第三節 研究變數與測量方法 23
第四節 資料分析方法 29
第四章 實證分析結果 31
第一節 敘述性統計分析 31
第二節 驗證性因素分析、信度與效度分析 33
第三節 共同方法變異檢驗 37
第四節 中介效果檢驗 37
第五節 調節效果檢驗 44
第五章 討論與建議 49
第一節 研究結果與討論 49
第二節 學術意涵 50
第三節 實務意涵 50
第四節 研究限制與未來建議 51
參考文獻 52
附錄 60

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