臺灣博碩士論文加值系統

近年來不論是消費體驗、享樂消費、體驗經濟及體驗行銷等議題，逐漸受消費行為研究所重視。當商品對消費者的吸引力逐漸降低，服務所帶來的附加價值對消費者而言又漸不具差異時，企業的下一個方向為何？本研究藉由文獻整合，界定消費體驗應具備的體驗品質要素，期找出消費者體驗過程中的必要因素，並假設消費體驗將形成情緒，而情緒將影響體驗滿意度及行為意圖，藉以探討體驗變數對消費者行為的影響。近年來，服務領域的文獻多從關係行銷的角度探討顧客長期關係的維持。因此，本研究即基於體驗經濟係延伸自服務客製化的觀點，而將消費體驗與顧客關係結合，擬探討體驗品質要素對價值、承諾變數的影響，藉以結合消費體驗與顧客關係。
　　本研究以國家戲劇院之現代戲劇演出為例，調查台灣現代戲劇觀眾觀賞戲劇時的消費體驗。選定舞台劇《Art》的觀眾為研究對象，以座位先後分為三層進行分層抽樣，共發放673份問卷，回收294份，有效問卷291份。資料分析方法採敘述統計分析、信度分析、相關分析、迴歸分析及LISREL線性結構模式。
　　研究結果如下：1.體驗品質對情緒、價值具正向影響。2.體驗品質對體驗滿意度及承諾具部份影響效果。體驗品質中，以沈浸、懸念對體驗滿意度、承諾具正向影響；學習對體驗滿意度及承諾則不具影響。3.情緒對價值及體驗滿意度具正向影響。4.情緒對承諾、行為意圖不具影響效果。5.價值對體驗滿意度、承諾及行為意圖具正向影響。6.體驗滿意度對承諾不具影響效果。7.體驗滿意度對行為意圖具正向影響。8.承諾對行為意圖具正向影響。
　　本研究藉由文獻探討，整合各項體驗要素，提出參與、沈浸、學習、驚奇及懸念所構成的體驗品質，並證實沈浸、學習及懸念，確為消費體驗過程中必備要素。同時，探討體驗品質對情緒、價值、體驗滿意度、承諾與行為意圖的影響，並證實體驗品質越佳，所引發的情緒強度越強，對消費價值認知越高，體驗滿意度也越高。管理上將可藉由體驗品質要素的運用，引發消費者多樣情緒，以提昇體驗滿意度。此外，消費體驗引發的情緒強度則對承諾、行為意圖無直接影響，可能表示情緒需透過價值形成承諾；亦可能繫因於情緒為暫時的情感表現，較不易於觀賞單場演出即形成承諾或行為意圖。
　　未來的研究將可再加強體驗品質要素的探討，尋求更完整的體驗品質架構。對於消費體驗可能引發的長期價值，亦具有深入探討的空間，並可從不同產業背景發掘更多消費體驗的可能性，以及不同體驗品質要素的適用情境。

In recent years, issues of consumption experience, hedonic consumption, experience economy, and experiential marketing are placed importance on consumer behavior. When goods are no longer attracted and the added value of service is the same to consumers, what is the right way to create profits for companies? This paper expects to figure out the inevitable factors in experiential process by integrating literature and defining the supposed experience quality of consumption, and assumes consumption experience forms the emotion which influences experience satisfactory and consumer behavior. In recent years, the perspective of relationship marketing is embedded in service industry. Therefore, based on the view that experience economy was extended from service economy, this paper combines consumption experience and consumer relationship to exploit the effects of experiential quality on value, and commitment.
Subjects of this research are those who enjoy live drama in national theater of Taiwan. By stratified sampling, there’re 673 questionnaires sent totally, in which 294 questionnaires were recycled and 291 copies were verified. This study adopted descriptive analysis, correlation analysis, reliability and validity analysis, multiple regression, and LISREL as the statistic tools.
The results of study are as the following: First of all, the experiential quality is positively related to emotion and value. Secondly, experience quality partially influence the experience satisfaction and commitment, which means though immersion and Suspense are both positively related to experiential satisfaction and commitment, learning has insignificant effect on them. Third, emotion is positively related to value and experiential satisfaction. Forth, emotion has insignificant effect on commitment and behavior intention. Fifth, value has positive influence on experiential satisfaction, commitment, and behavior intention. Sixth, experiential satisfaction has few effects on commitment. Seventh, experiential satisfaction and commitment both positively influence the behavior intention.
By literature integration, this study refers that experience quality composed of involvement, immersion, learning, surprising and suspension and verifies involvement, learning and suspension are exactly the inevitable factors in consumption experience. Simultaneously, the study discusses the influence of experience quality on emotion, value, experience satisfaction, commitment and behavior intention and proves that the better the experience quality is, the stronger the emotion triggered gets and so the higher the value recognition as well as experience satisfaction comes, which could be applied in practice to raise experience satisfaction. In addition, the unremarkable direct influence of emotion on commitment and behavior intention might implied either that value could be a moderator or temporary emotion might not be revealed and form commitment or behavior intention for merely one single play.
Discussion of factors of experience quality could be focused in future research to find a more complete experience quality framework. The possible long-term value that might triggered by consumption experience worth further exploration, such as to excavate more possibility of consumption experience in various industry background as well as to discuss the proper condition for different experience quality factors.
According to the results, we suggest that company should adopt experiential qualities to increase the consumer emotion, value, experiential satisfaction, commitment, and behavior intention. And value could be an important intermediary among factors.

目錄
頁次
目錄…………………………………………………… I
圖目錄………………………………………………… IV
表目錄………………………………………………… V
第壹章、緒論………………………………………… 1
第一節、 研究背景……………………………………1
第二節、 研究動機……………………………………4
第三節、 研究目的……………………………………6
第四節、 研究範圍……………………………………7
第五節、 研究流程……………………………………9
第貳章、文獻探討……………………………………11
第一節、 文化創意產業………………………………13
第二節、 表演藝術與現代戲劇………………………19
第三節、 消費體驗……………………………………24
第四節、 行為意圖……………………………………39
第五節、 情緒…………………………………………41
第六節、 價值…………………………………………47
第七節、 體驗滿意度…………………………………53
第八節、 承諾…………………………………………59
第參章、研究方法……………………………………64
第一節、 研究架構……………………………………65
第二節、 研究假設……………………………………66
第三節、 操作性定義與衡量方法……………………74
第四節、 抽樣設計……………………………………80
第五節、 統計分析方法………………………………82
第肆章、實證分析……………………………………83
第一節、 問卷回收……………………………………83
第二節、 敘述統計分析………………………………84
第三節、 信度與效度分析……………………………89
第四節、 相關分析……………………………………92
第五節、 變數關係……………………………………93
第伍章、結論與建議…………………………………101
第一節、 實證結論……………………………………101
第二節、 管理意涵……………………………………108
第三節、 研究貢獻……………………………………113
第四節、 研究限制……………………………………116
第五節、 未來研究建議………………………………117
參考文獻………………………………………………120
附錄一、問卷…………………………………………142
附錄二、「Art」舞台劇演出內容簡介………………146

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