臺灣博碩士論文加值系統

本研究旨在探討關係行銷和體驗行銷的有效性。除此之外，探索知覺價值、知覺風險和購買意圖之間的關係也是本研究目的之一。本研究採問卷調查法蒐集相關實證資料，並以具有消費經驗的顧客作為主要研究對象，並請受測者以過去印象最深之消費經歷作為各題項內容之填答基礎。本研究使用多變亮分析方法包括描述性統計分析、因素分析、信度分析、SEM和fsQCA。 而結果表明，關係行銷和體驗行銷對知覺價值和知覺風險皆有顯著影響。此外，知覺價值和知覺風險也會對購買意圖產生重大的影響。根據fsQCA結果顯示，有四種因果配置被認為能夠滿足高的購買意圖。

This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention. fsQCA display that there are four causal configurations found to be sufficient for high purchase intention.

Contents
Page
Acknowledgement I
Chinese abstract II
English abstract III
Contents IV-V
List of Tables VI-VII
Figure contents VIII
Chapter 1.　Introduction 1
Chapter 2.　Literature review and hypotheses development 6
2.1 Relationship marketing 6
2.2 Experiential marketing 9
2.3 Perceived value 12
2.4 Perceived risk 14
2.5 Purchase intention 16
2.6 Hypotheses development 18
Chapter 3.　Empirical Research 23
3.1 Measure Development 23
3.2 Sampling Design 28
3.3 Data Analysis Procedures 29
Chapter 4.　Results of data analysis 31
4.1 Descriptive statistical analysis 31
 
Page
4.2 Factor analysis 39
4.3 Reliability analysis 45
4.4 Structural equation modeling (SEM) 49
4.5 Fuzzy set qualitative comparative analysis (fsQCA) 52
Chapter 5.　Discussion 54
5.1 Conclusion 54
5.2 Management implications 55
5.3 Limitation and future research 57
References 58
Appendix：Questionnaire 71



List of Tables
Page
Table 1 Questionnaire of relationship marketing 24
Table 2 Questionnaire of experiential marketing 25
Table 3 Questionnaire of perceived value 26
Table 4 Questionnaire of perceived risk 27
Table 5 Questionnaire of purchase intention 27
Table 6 Descriptive statistical analysis for sample 32
Table 7 Descriptive statistical analysis of relationship marketing 34
Table 8 Descriptive statistical analysis of experiential marketing 35
Table 9 Descriptive statistical analysis of perceived value 36
Table 10 Descriptive statistical analysis of perceived risk 37
Table 11 Descriptive statistical analysis of purchase intention 38
Table 12 KMO and Bartlett’s Test 39
Table 13 Factor analysis of relationship marketing 40
Table 14 Factor analysis of experiential marketing 41
Table 15 Factor analysis of perceived value 42
Table 16 Factor analysis of perceived risk 43
Table 17 Factor analysis of purchase intention 44
Table 18 Reliability analysis of relationship marketing 45
Table 19 Reliability analysis of experiential marketing 46
Table 20 Reliability analysis of perceived value 47
 
Page
Table 21 Reliability analysis of perceived risk 48
Table 22 Reliability analysis of purchase intention 48
Table 23 Results of SEM analysis 50
Table 24 Result of fsQCA 53

 
Figure contents
Page
Figure 1 Conceptual framework 5
Figure 2 Structural equation modeling 49

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