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研究生:邱奕豪
研究生(外文):Yi-Hao Qiu
論文名稱:消費者體驗對體驗價值、顧客滿意度、行為意向影響之研究-以中友百貨為例
論文名稱(外文):The Study of the Impact of Consumers Experience on Experiential Value, Customer Satisfaction and Intention of Behavior-A Case Study of Chungyo Department Store
指導教授:張真堯張真堯引用關係
指導教授(外文):Chen-Yao Chang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:144
中文關鍵詞:體驗價值顧客滿意度消費者行為意向體驗行銷體驗媒介
外文關鍵詞:behavior intentioncustomer satisfactionexperiential valueExperiential marketingExPros
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在以十倍速競爭的時代裡,企業想要永續經營的話,就一定要創造良好的「顧客滿意度」。而以百貨公司而言,確保顧客,進而成為忠誠的顧客是重要的,尤其是國內百貨公司專櫃同質性太高,因此設計良好的體驗,以促進消費者的情感、進而提升顧客滿意度,產生正向的行為意向,將會是百貨公司致勝的關鍵。此外,國人到百貨公司消費的主要選擇,只是單純的講求價格低、品質好與知名的品牌?或是在享受購物時的樂趣?基於上述,以中友百貨公司的顧客為研究對象,並使用線性結構關係之方式來加以分析。



本研究獲致結如下:
1. 三種體驗媒介中,「人員服務」、「購物服務提供」,皆會對三種體驗價值產生正向顯著的影響,「購物環境」則對「功能性價值」沒有顯著的影響,體驗媒介中以「購物服務提供」對體驗價值有較佳的影響。

2. 體驗價值的三個購面「功能性價值」、「情感性價值」對顧客滿意度有正向的影響,「社會性價值」則無顯著的影響。
In the era of intensive competition , if enterprises want to survive continuing continuously forever, there must be good customer satisfaction. As for department store to earn customers patronage , it is important to make them become faithful customer. Due to the homogeneity of stores at department stores, the factors to have cutting edge and to develop consumer’s good experience , to promote consumer’s emotion , to improve consumer’s satisfaction, and to form positive behavior intention, in future of winning the cutting edge. In addition, whether the motive a consumer when patronage at the department store is aimed at the bargain price of quality goods or enjoying the pleasure, A Shopping still left unknown. Therefore, the study treats the customers of Chungyo department store , and use linear structure relation are the method to analyse .


The outcome of the research are as the following:

1. In three kinds of ExPros, '' personnel serve '' the shopping service is offered , will all be producing three kinds of experiential value to apparent influence, '' shopping environment '' have not apparent influence to '' functional value '' , ExPros with '' shopping service offer '' to experiential value have better influence.

2. It describes that functional value and emotion value have positive correlation with customer’s satisfaction. Social value does not have that effect.

「Key word」: Experiential marketing , ExPros , experiential value , customer satisfaction , behavior intention
目錄
第壹章 緒論--------------------------------------------------01
第一節 研究與動機-----------------------------------------01
第二節 研究目的-------------------------------------------03
第三節 研究流程-------------------------------------------04
第貳章 文獻探討----------------------------------------------05
第一節 體驗的探討-----------------------------------------05
第二節 體驗行銷-------------------------------------------12
第三節 體驗價值-------------------------------------------19
第四節 顧客滿意度-----------------------------------------28
第五節 行為意向-------------------------------------------30
第參章 研究方法----------------------------------------------32
第一節 研究架構與研究假說---------------------------------36
第二節 變數的操作型定義-----------------------------------37
第三節 研究對象-------------------------------------------40
第四節 問卷設計與測量工具---------------------------------41
第五節 資料分析方法---------------------------------------46
第肆章 資料分析與實證結果------------------------------------52
第一節 樣本結構-------------------------------------------52
第二節 信度與效度分析-------------------------------------54
第三節 敘述性統計分析-------------------------------------58
第四節 Pearson相關分析------------------------------------62
第五節 變異數分析-----------------------------------------65
第六節 線性結構模式之驗證---------------------------------97
第伍章 結論與建議--------------------------------------------107
第一節 研究結論------------------------------------------107
第二節 行銷管理意涵--------------------------------------110
第三節 研究貢獻------------------------------------------111
第四節 未來研究建議----------------------------------------------------------112
第五節 研究限制---------------------------------------------------------------113
參考文獻-----------------------------------------------------114
附錄---------------------------------------------------------123

表目錄

表2-1-1 「體驗」一詞相關定義統整表--------------------------05
表2-1-2 各種經濟形態----------------------------------------08
表2-2-1 傳統行銷與體驗行銷差異比較--------------------------13
表2-2-2 策略體驗模組----------------------------------------15
表2-2-3 體驗媒介的種類與形式--------------------------------17
表2-2-4 體驗雜型的類別--------------------------------------18
表2-3-1 體驗價值多重構面衡量文獻----------------------------22
表2-3-2 體驗行銷相關研究整理--------------------------------27
表2-7-1 高雄市區百貨公司顧客重視程度------------------------36
表2-7-2 大台北地區百貨公司顧客重視程度----------------------37
表2-7-3 百貨公司女性消費者重視程度--------------------------39
表3-2-1 中友百貨主要媒介介紹--------------------------------38
表3-4-1 問卷架構--------------------------------------------41
表3-4-2 消費者體驗問項--------------------------------------42
表3-4-3 體驗價值問項----------------------------------------43
表3-4-4 顧客滿意度問項--------------------------------------44
表3-4-5 行為意向問項----------------------------------------44
表3-5-1 各種適合度指數的比較--------------------------------47
表3-5-2 觀察變項參數---------------------------------------49
表4-1-1 人口統計變數之分佈表--------------------------------53
表4-2-1 體驗行銷構面之信度分析表----------------------------55
表4-2-2 體驗價值之信度分析表--------------------------------56
表4-2-3 顧客滿意度之信度分析表------------------------------56
表4-2-4 行為意向之信度分析表--------------------------------57
表4-2-5 回收樣本信度分析表----------------------------------57
表4-3-1 體驗行銷感官構面之敘述性統計分析--------------------58
表4-3-2 體驗行銷行動構面之敘述性統計分析--------------------60
表4-3-3 體驗價值之敘述性統計分析----------------------------60
表4-3-4 顧客滿意度構面之敘述性統計分析----------------------61
表4-3-5 行為意向構面之敘述性統計分析------------------------61
表4-4-1 Pearson的相關係數關係表-----------------------------62
表4-4-2 人員服務之Pearson相關係數係------------------------63
表4-4-3 購物服務提供之Pearson相關係數----------------------63
表4-4-4 購物環境之Pearson相關係數---------------------------64
表4-5-1 性別對人員服務的消費者體驗之變異數分析--------------65
表4-5-2 性別對人員服務的平均數摘要表------------------------66
表4-5-3 年齡對人員服務的消費者體驗之變異數分析--------------66
表4-5-4 年齡對人員服務的平均數摘要表------------------------67
表4-5-5 教育程度對人員服務的消費者體驗之變異數分析----------68
表4-5-6 教育程度對人員服務的平均數摘要表--------------------67
表4-5-7 職業對人員服務的消費者體驗之變異數分析--------------69
表4-5-8 職業對人員服務的平均數摘要表------------------------69
表4-5-9 個人月收入對人員服務的消費者體驗之變異數分析--------70
表4-5-10 個人月收入對人員服務的平均數摘要表------------------70
表4-5-11 性別對購物服務提供的消費者體驗之變異數分析----------71
表4-5-12 性別對購物服務提供的平均數摘要表--------------------72
表4-5-13 年齡對購物服務提供的消費者體驗之變異數分析-----------73
表4-5-14 年齡對購物服務提供的平均數摘要表---------------------73
表4-5-15 教育對購物服務提供的消費者體驗之變異數分析-----------74
表4-5-16 教育程度對購物服務提供的平均數摘要表-----------------74
表4-5-17 職業對購物服務提供的消費者體驗之變異數分析-----------75
表4-5-18 職業對人員服務的平均數摘要表-------------------------76
表4-5-19 月收入對購物服務提供的消費者體驗之變異數分析---------76
表4-5-20 月收入對購物服務提供的平均數摘要表-------------------77
表4-5-21 性別對購物環境的消費者體驗之變異數分析---------------78
表4-5-22 性別對購物服務提供的平均數摘要表---------------------79
表4-5-23 年齡對購物環境的消費者體驗之變異數分析---------------79
表4-5-24 年齡對購物環境的平均數摘要表-------------------------80
表4-5-25 教育對購物環境的消費者體驗之變異數分析---------------80
表4-5-26 職業對購物環境的消費者體驗之變異數分析---------------81
表4-5-27 職業對購物環境的平均數摘要表-------------------------82
表4-5-28 月收入對購物環境的消費者體驗之變異數分析-------------83
表4-5-29月收入對購物環境的消費者體驗之平均數摘要表------------83
表4-5-30 性別對體驗價值之變異數分析---------------------------84
表4-5-31 年齡對體驗價值之變異數分析---------------------------85
表4-5-32 年齡對體驗價值的平均數摘要表-------------------------86
表4-5-33 教育對體驗價值之變異數分析---------------------------86
表4-5-34 教育程度對體驗價值的平均數摘要表---------------------87
表4-5-35 職業對體驗價值之變異數分析---------------------------88
表4-5-36 職業對體驗價值的平均數摘要---------------------------88
表4-5-37 月收入對體驗價值之變異數分析-------------------------89
表4-5-38 月收入對體驗價值之平均數摘要-------------------------89
表4-5-39 性別對顧客滿意度之變異數分析-------------------------90
表4-5-40 年齡對顧客滿意度之變異數分析-------------------------90
表4-5-41 年齡對顧客滿意度之變異數分析-------------------------91
表4-5-42 教育程度對顧客滿意度之變異數分析---------------------91
表4-5-43 職業對顧客滿意度之變異數分析-------------------------92
表4-5-44 職業對顧客滿意度的平均數摘要摘要---------------------92
表4-5-45 月收入對顧客滿意度的變異數分析-----------------------93
表4-5-46 月收入對顧客滿意度的平均數摘要-----------------------93
表4-5-47 性別對行為意向之變異數分析---------------------------94
表4-5-48 年齡對行為意向的變異數分析---------------------------94
表4-5-49 年齡對行為意向的平均數摘要---------------------------95
表4-5-50 教育對行為意向之變異數分析---------------------------95
表4-5-51 職業對行為意向之變異數分析---------------------------96
表4-5-52 月收入對行為意向之變異數分析-------------------------96
表 4-6-1 線性關係模式整體配適度指標衡量標準彙總表-------------97
表 4-6-2 整體樣本線性結構模式變項參數估計表-------------------99
表 4-6-3 整體樣本線性結構模式誤差變異數估計表----------------101
表 4-6-4 線性關係模式整體配適度指標衡量結果彙總表------------102
表 4-6-5 修正後線性關係模式整體配適度指標衡量結果彙總表------103
表 4-6-6 修正後整體樣本線性結構模式變項參數估計表------------104
表 4-6-7 本研究架構理論模之實證結果--------------------------105

圖目錄

圖1-3-1 本研究流程圖-----------------------------------------04
圖2-1-1 體驗的國度-------------------------------------------09
圖2-2-1 體驗行銷的四項主要特徵-------------------------------13
圖2-2-2 體驗矩陣---------------------------------------------17
圖2-3-1 五種價值影響消費選擇---------------------------------19
圖2-3-2 體驗媒介的操弄、體驗、消費價值與消費者行為之因果關係-20
圖2-3-3 體驗價值類型-----------------------------------------21
圖2-3-4 青春期女孩位於大型購物中心的體驗模型-----------------24
圖3-1-1 觀念性研究架構---------------------------------------32
圖3-1-2 本研究整體性架構-------------------------------------33
圖3-5-1 本研究之線性結構模式---------------------------------51
圖4-6-1 整體樣本的線性結構式(修正後)-------------------------106
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