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研究生:林雨潔
論文名稱:懷舊訴求餐廳消費者特質與行為之研究─以台灣故事館為例
指導教授:陳建維陳建維引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際貿易研究所
學門:商業及管理學門
學類:貿易學類
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:88
中文關鍵詞:懷舊體驗行銷懷舊餐廳
相關次數:
  • 被引用被引用:9
  • 點閱點閱:427
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:9
自二十世紀末起,全球吹起一股懷舊風,在台灣也出現許多以懷舊為訴求的商品以及行銷手法,懷舊餐廳的興起即為一例。但是懷舊策略的應用對行銷人員來說,具有不確定性的風險,因為懷舊可能會引發消費者正面及負面的情緒,因此,在運用時必須相當了解懷舊策略的本質與消費者特質間的關係,才能更有效的運用懷舊策略。
在國外,懷舊相關議題在學術上的研究近年來也逐漸增加,特別是以體驗觀點來探討消費者懷舊行為,但在國內懷舊體驗的探討相當稀少,因此,本研究以Schmitt (1999) 所提出的一套「體驗行銷」架構為主軸,並參考相關文獻後,加入消費者個人特質及使用情境等相關變數,藉以探討懷舊刺激創造之消費體驗,與其所引發的懷舊反應間之關係,並藉以提供懷舊餐廳業者,在定位及體驗行銷設計上的一些建議。
本研究實證結果如下:
1. 懷舊傾向對行為的懷舊體驗具有正向影響
2. 玩樂的使用情境對認知的懷舊體驗具有正向影響
3. 聯絡感情的使用情境對行為的懷舊體驗有正向影響
4. 認知的懷舊體驗對集體懷舊反應具有正向影響
5. 行為的懷舊體驗對個人懷舊反應具有正向影響
6. 聯絡感情的使用情境對個人懷舊反應有正向影響
7. 實際年齡與認知年齡之差對個人懷舊反應具有正向影響
論文摘要……………………………………………………………………………..Ⅰ
致謝辭………………………………………………………………………………..Ⅱ
目錄…………………………………………………………………………………..Ⅲ
表次…………………………………………………………………………………..Ⅳ
圖次…………………………………………………………………………………..Ⅴ

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 懷舊與其行銷意涵…...………………………………………………6
第二節 體驗行銷概述……..…..…………….………………………………19
第三節 認知年齡…………………………...………………………………..30
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假說………………………………………………………...…...35
第三節 變數定義與衡量方式………………………………………………..40
第四節 問卷設計與研究方法………………………………………………..47
第四章 研究結果 49
第一節 基本資料敘述統計…………………………………………………..49
第二節 進度與效度分析……………………………………………………..52
第三節 迴歸分析 58
第四節 假說驗證 67
第五章 結論與建議……………………………………………………………70
第一節 研究結論……………………………………………………………..70
第二節 研究建議與管理意涵 73
第三節 研究限制 76
第四節 後續研究建議 77
參考文獻 78
問卷 86
中文部份
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3. 杜宜芳(2003)。「年輕人對於懷舊與懷舊商品認知之探索」,國立中正大學企業管理研究所碩士論文。
4. 陳貞吟(2005)。「懷舊體驗之情緒與價值-以遺跡觀光為例」,國立中正大學企業管理研究所博士學位論文。
5. 陳微儀(2002)。「我們的未來在過去:懷舊物件意義與行銷之探索」,國立中正大學企業管理研究所碩士論文。
6. 曹書榮(2003),「從創作者角度探索懷舊認知與懷舊形塑」,國立中正大學企業管理研究所碩士論文。

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