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研究生:唐惠民
研究生(外文):Hui-min Tang
論文名稱:體驗行銷、消費情境與行為意向關係之研究-以懷舊復古餐廳為例
論文名稱(外文):A Study of the Relationship Among Experiential Marketing, Consumption Situation and Behavioral Intention-Taking the example of Nostalgia Restaurant
指導教授:林孟璋林孟璋引用關係
指導教授(外文):Memg-jang Lin
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:2006
畢業學年度:94
語文別:中文
論文頁數:120
中文關鍵詞:懷舊復古餐廳體驗行銷消費情境行為意向
外文關鍵詞:Consumption SituationBehavioral IntentionExperiential MarketingNostalgtia Restaursants
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摘要
二十世紀末興起的全球性懷舊風潮在本世紀初繼續延燒,近年來,主題性餐廳己漸趨多樣化。以懷舊復古為主要訴求的餐廳出現了,依市場需求不同,主題性餐廳也提供了消費多元化選擇與體驗。本研究以消費行為學的體驗觀點,基於消費者本身的想法與行為,探究消費者在懷舊復古餐廳的體驗、消費情境與行為意向的因果關係。基於體驗行銷觀念己成趨勢之背景因素,餐廳業者所提供的體驗與情境攸關經營成敗,本研究之動機主要在於懷舊復古餐廳應如何提升消費者行意向為其重要性。
本研究主要以文獻及問卷調查來進行研究,主要參考文獻有Schmitt(1999)所提出之體驗行銷,Belk(1974)所提出之消費情境,Boulding et al.(1991)所提出行為意向等國內外相關文獻,做為研究構面的理論依據,針對懷舊復古餐廳進行資料的蒐集與分析。將體驗行銷、消費情境與行為意向相互連結,建構一整合性的觀念性模式以探討不同構面間的因果關係。
本研究為探討體驗行銷、消費情境與行為意向之關係模式,並應用線性結構模式來驗證研究架構模型的因果關係及各構面間相互影響關係,並檢定所探討的研究假設。
研究結果顯示:1.部份人口變數特性在各構面有顯著差異。2.情感體驗對時間構面有正向影響關係。3.行動體驗對實體環境有正向影響關係。4.行動體驗對時間構面有正向影響關係。5.行動體驗對先前狀態有正向影響關係。6.實體環境對行為意向有正向影響關係。7.先前狀態對行為意向有正向影響關係。
Abstract
The universal retro style which made a come back at the end of the 20th century has continued working its way into the beginning of the 21st century. Within the past few years, theme restaurants have been evolving gradually with more diversity. Restaurants with retro theme have emerged, basing on different needs of the market; theme restaurants not only provide the consumers different choices but also different experiences.
This research is on account of experimental point of views of the study on consuming behaviors, on the basis of opinions and behaviors of the consumers themselves, then further to discuss and investigate consumers’ experiences of the retro theme restaurants and also the cause and effect between consumption environment/atmosphere and behavioral intention.
Basing on the fact that the idea of experiencing marketing has become a trend, the experiences and environment/atmosphere restaurant owners provide determines the success or the failure of the business itself. The motive of this research is to discuss the importance on how restaurants with retro themes should enhance the behavioral tendency of its consumers.
The major contribution of this research is done with documentation and questionnaires, the main bibliographies are, Experiencing Market by Schmitt(1999), Consumption environment/atmosphere by Belk(1974), as well as Behavioral Intention by Boulding et al.(1991) and related materials from domestically and also internationally. With provided materials, data related to retro theme restaurants will then be colleted and analyzed, connection will be made between Experiencing Marketing and Consumption Environment in order to put together an intergraded concept mold for discussion for different theories and ideas.
The purpose of this research is to investigate the relation in between Experiencing Marketing, Consumption Environment and Behavioral Tendency, and further more to use linear mode to verify the cause and the effect and the relations.
The result of research shows:1.some of the demographic variable had obvious deviations in each dimension.2.feeling experience had positive influence temporal perspective.3.actional experience had positive influence on physical surroundings.4.actional experience had positive influence on temporal perspective.5.actional experience had positive influence on antecedent states.6.physical surroundings had positive influence on behavior intention.7.antecedent states had positive influence on behavior intention.
目錄

論文中文摘要--------------------------------------------Ⅰ
論文英文摘要--------------------------------------------Ⅲ
誌謝----------------------------------------------------Ⅴ
表目錄--------------------------------------------------Ⅷ
圖目錄--------------------------------------------------Ⅹ
第壹章 緒論--------------------------------------------01
第一節 研究背景與動機----------------------------------01
第二節 研究目的----------------------------------------05
第三節 研究範圍與對象----------------------------------06
第四節 研究方法與步驟----------------------------------08
第貳章 文獻探討-----------------------------------------11
第一節 懷舊復古主題餐廳--------------------------------11
第二節 體驗行銷理論------------------------------------16
第三節 消費情境理論------------------------------------25
第四節 行為意向理論------------------------------------32
第五節 體驗行銷、消費情境及行為意向之關係--------------37
第叁章 研究方法與設計----------------------------------41
第一節 研究架構----------------------------------------41
第二節 變數的操作性定義與衡量--------------------------43
第三節 研究假說----------------------------------------46
第四節 問卷設計與抽樣----------------------------------47
第五節 資料分析方法-----------------------------------53
第肆章 研究結果與分析----------------------------------62
第一節 樣本結構分析------------------------------------62
第二節 信度與效度分析---------------------------------65
第三節 因素分析---------------------------------------69
第四節 人口統計變數在各構面之差異性分析---------------73
第五節 線性結構模式分析-------------------------------83
第六節 研究假說檢定結果-------------------------------96
第伍章 結論與建議--------------------------------------98
第一節 結論--------------------------------------------98
第二節 行銷策略建議----------------------------------106
第三節 研究限制--------------------------------------108
第四節 未來研究方向之建議----------------------------109
參考文獻-----------------------------------------------110
附錄---------------------------------------------------117
問卷---------------------------------------------------117
簡歷---------------------------------------------------120
參考文獻
網路部分:
1.http://www.techvantage.tw/content/005/005210.asp
2.http://www.redcastle-taiwan.com/
3.http://tw.knowledge.yahoo.com/
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