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研究生:劉佩宜
研究生(外文):Pai-yi Liou
論文名稱:體驗行銷、口碑影響力、生活型態與購買決策關係之研究
論文名稱(外文):RESEARCH ON THE RELATIONSHIP AMONG EXPERIENTIAL MARKETING , WORD-OF-MOUTH , LIFE STYLE AND CONSUMERS'' PURCHASING DECISION
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-shang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:管理科學研究所
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:94
語文別:中文
論文頁數:89
中文關鍵詞:口碑購買決策體驗行銷
外文關鍵詞:Consumers'' Purchasing DecisionWord-Of-MouthExperiential Marketing
相關次數:
  • 被引用被引用:24
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  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:14
  體驗行銷、口碑影響力與購買決策間的關聯在管理實務上日益受到重視。有別於以往僅討論體驗行銷對購買決策的影響或口碑對購買決策的影響,本研究試圖進一步釐清,體驗行銷、口碑所直接影響消費者購買決策的部份,並在衡量時加入中介變數生活型態,以增加研究結果的精確性。
 
  再者,經由文獻探討發現,以往研究已證實體驗行銷、口碑影響力、生活型態分別與購買決策有正向的關連,但尚乏整體性的探討。因此,本研究同時考量企業在體驗行銷上的具體作為及口碑影響力,試圖瞭解與購買決策間的關聯,以及進一步探討加入生活型態後的影響,俾提供管理實務上的應用參考。
 
  研究結果一方面支持體驗行銷及口碑影響力與購買決策間存在顯著的正向影響;二則體驗行銷及口碑影響力與購買決策間存在顯著的正向影響並且在加入生活型態為中介變項後有更顯著的影響。
 
  最後,本研究建議:企業應同時致力於制訂不同生活型態的體驗行銷策略,及強化口碑影響力,使消費者的購買決策受到正向的影響進而使滿意度提昇。
  Management practice is paying more attention to the relationship between experiential marketing, customer satisfaction, and purchase decision. As opposed to past study of impact experiential marketing or customer satisfaction has on purchase decision, the study tries to further clarify the direct impact experiential marketing and customer satisfaction has on purchase decision. Meanwhile, moderating variables such as lifestyle are included in the evaluation to improve accuracy of study results.
 
  In addition, study of literature has revealed that past studies have confirmed the positive impact experiential marketing, customer satisfaction, and lifestyle have on purchase decision. However, a comprehensive study has not been conducted. As a result, the study takes into account both businesses'' actions in experiential marketing and customer satisfaction''s impact in an effort to understand their relationship with purchase decision. Moreover, the impact lifestyle has is included the study in order to provide management practice with insight.
 
  Study results uphold the obvious positive impact experiential marketing and customer satisfaction has on purchase decision. Meantime, the impact is reinforced by the inclusion of lifestyle as a moderating variable.
 
  Last, the study suggests that businesses should at the same time endeavor to draw up experiential marketing strategies targeting different lifestyles and enhance the impact customer satisfaction has in order to positively impact consumers'' purchase decision that leads to increased satisfaction.
中文摘要 i
英文摘要 ii
目錄 vi
表目錄 viii
圖目錄 viiiii
 
第一章 緒論1
1.1研究背景 1
1.2研究動機 3
1.3研究目的 3
1.4 研究流程 4
 
第二章 文獻探討 6
2.1體驗行銷 6
2.2口碑影響力 15
2.3 生活型態 18
2.4 購買決策 22
2.5 消費者滿意度 27
2.6體驗行銷、口碑影響力、生活型態與購買決策間關聯32
 
第三章 研究方法 34
3.1 研究架構及假設 34
3.2構面因素之操作性定義與衡量方法 35
3.3 問卷設計 41
3.4 抽樣設計與回收 42
3.5 資料分析方法 42
 
第四章 研究結果與分析 45
4.1 因素分析 45
4.2 信效度分析 50
4.3樣本結構與描述性統計分析 51
4.4個人特徵變項與各構面之差異性分析 53
4.5 集群分析 57
4.6 相關分析 59
4.7 迴歸分析 60
 
第五章 結論與建議 69
5.1 研究結論 69
5.2 管理意涵 71
5.3 後續研究建議 75
 
參考文獻 76
附錄1:抽樣名單 83
附錄2:問卷 85
一、中文部分
 
1. 連經宇(民94),體驗行銷與產品區位特性、品牌形象、顧客忠誠度關係之研究,2005中華行銷管理協會論文研討會。
 
2. 曾光華與陳貞吟(民91),體驗行銷的特性與應用,第一屆服務業行銷暨管理學術研討會論文集,國立嘉義大學管理學院。
 
3. 蘇宗雄(民89),感性抬頭,進入大體驗時代,設計雜誌,第93卷,第5-8頁,台北。
 
4. 高明智(民90),由旅情談體驗行銷與服務,突破雜誌,第187卷,第14-16頁,台北。
 
5. 張慶珍(民91),從體驗行銷的觀點探討廣告的視覺符號—以女性雜誌服飾廣告為例,銘傳大學設計管理研究所,碩士論文。
 
6. 洪勝鴻(民93),體驗行銷及關係行銷對顧客價值及顧客滿意影響之研究-以休閒農場為例,高雄應用科技大學商務經營所碩士論文。
 
7. 袁薏樺(民92),體驗行銷、體驗價值與顧客滿意關係之研究,台北科技大學商業自動化與管理所碩士論文。
 
8. 林建煌(民91),消費者行為,初版,智勝文化事業有限公司,台北。
 
9. 練乃華(民92),口耳相傳訊息之傳播及對消費者購買行為之影響:文獻回顧與評論,中山管理評論,11卷,2期,頁283~307,夏季號。
 
10.邱建智(民92),負面口碑訊息對消費者購買決策影響之探討,台灣科技大學企業管理碩士論文。
 
11.吳正德(民93),女性消費者購買行為與行銷策略之探討-以筆記型電腦為例,台北大學企業管理碩士論文。
 
12.譚大純(民88),ICP生活型態量表之信效度檢驗、因素重組與趨勢比較,中華管理評論,第2卷,第7期,69-80頁。
 
13.黃金柱(民8 1 ),體育運動策略性行銷,師大書苑,台北。
 
14.黃識銘(民88),生活型態、消費態度與消費行為之關係研究—
 
台灣地區世代群剖析,元智大學管理研究所碩士論文。
 
15.余朝權(民86),現代行銷管理,五南圖書出版,台北,頁198-233。
 
16.野村順一(民85),增補色之秘密,最新彩色學入門,文藝春秋,台北。
 
17.莊正一(民90),成功行銷的12把金鑰之四-「口碑行銷」,臥龍崗顧問村(http://www.hpgo.com.tw)。
 
18.Misner, I. R.(1994),口碑式行銷,方華恩譯,初版,高寶國際有限公司,台北。
 
19.Rosen, E.(2000), 口碑行銷,林德國譯,初版,遠流出版社,台北。
 
二、英文部分
 
1. Pine and Gilmore(1998),Wolcome To The Experiences Economy,Harvard Business Review,July-August,pp.49-56.
 
2. Pine and Gilmore(1999),The Experiences Economy:Work is Theaert and Every Business a State,Massachusetts,Harvard Business School Press,pp.25-42.
 
3. Muller,W(1991),Gaining Competitive Advantage through Customer Satisfaction,European Management Journal,June,pp.201-221.
 
4. Abbott,J(1955),Communtity Participation and Its Relationship to Community Development,Community Development Journal,Vol.30,No.2,pp.158-168
 
5. Holbrook,M.B. and Hirschman,E.C.(1982),The Experiential Aspects of Consumption:Consumer Fantasies,Feelings and Fun,Journal of Consumer research,Vol.9,No.2,pp.132-140
 
6. Owens,D.D.(2000),The Experiences Economy,Franchising World,No.32,No.1,pp.11
 
7. Csikszentmihalyi,M.(1975),Beyond boredom and anxiety,San Francisco:Jossey-Bass
 
8. Arndt, J.(1967),Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, vol. 4,pp.291-295.
 
9. Bone, P. F.(1995),Word-of-Mouth Effects on Short-term and Long-term Product Judgements,Journal of Business Research, vol. 32,pp.213-223.
 
10.Kelly.J.R.(1987),Freedom to be a New Sociology of Leisure,New York:Macmillan.Publishing Company.
 
11.Engel, J. F., Blackwell, R. D. & Miniard, P. W., 2001,Consumer Behavior,9th ed., New York: Dryden Press.
 
12.Ellison, G and Fudenberg, D., 1995,Word-of-Mouth Communication and Social Learning,The Quarterly Journal of Economics,,pp.93-125.
 
13.Frenzen, J. & Nakamoto, K., 1993,,Structure, Cooperation and the Flow of Market Information,Journal of Consumer Research,vol.20,pp.360-375.
 
14.Granitz, Neil A. and James C., Ward (1996),Virtual Community: A Sociocognitive Analysis,In K. P. Corfman and J. G. Lynch, Jr., eds, Advances in Consumer Research, Vol. 23, pp. 163-166. Provo, UT: Association for Consumer Research.
 
15.Kotler, P. (2000),Marketing Management: The Millenium Edition. Upper Saddle River,New Jersey: Prentice Hall.,pp. 560.
 
16.Muller,W(1991),Gaining Competitive Advantage through Customer Satisfaction,European Management Journal,June,pp.201-221.
 
17.Pine II, Joseph B. and James H. G. (1998),Welcome to the Experience Economy,Harvard Business Review, July-August,pp. 97-105.
 
18.Richins, Marsha L. & Terri Root-Schaffer (1988),The Role of Involvement and Opinion Leadership in Consumer Word-of-mouth: An Implicit Model Made Explicit, In Advances in Consumer Research, ed. Michael J. Houston. Provo. UT: Association for Consumer Research, Vol. 15,pp. 32-36.
 
19.Plummer, J. T.(1974),The Concept and Application of Life Style Segmentation,Journal of Marketing,,Vol.38, No.1,pp.33-37.
 
20.Lazer(1963),William, Life Style Concepts and Marketing toward Scientific Marketing, Stephen Cresyser ed.,Chicago AMA, 1963, pp.20-53.
 
21.Well, W. D. and D. J. Tigert(1971),Activities, Interests Opinions'' Journal of Advertising Research,Vol.11, No.4,pp.27-35.
 
22.Wind, Y. H. and P. E. Green.(1978),Lifestyle and Psychographics, William D.Wells ed. Chicago AMA,pp.27-29.
 
23.Reynolds, F. D.(1974),Life Style and Psychographics,Chicago AMA,pp.9.
 
24.Lesser, J. A. and M. A. Hughes(1986),The Generalizability of Psychographic Market Segments across Geographic Locations,Journal of Marketing,Vol.50, No.1,pp.18-27.
 
25.Engel,J.F.,Blackwell,R.D. and Miniard,P.W.(2001),Consumer Behaviro,9thed.,New York:Dryden Press
 
26.Gilly,Mary C.,John L.,Graham,Mary Finley Wolfinbarger and Laura J. Yale(1998),A Dyadic Study of interpersonal Information Search,Journal of the Academy of Marketing Science,Vol.26.No.2,pp.83-100
 
27.Hawkins,DelI.,RogerJ.Best,KennethA.Coney(1995),Consumer Behavior : Implications for Marketing Strategy,6 th, IRWIN,pp.83-88,pp.331-341
 
28.Kotler,P.(1991),Marketing Management : Analysis ,Planning ,Implementation&Control,Englewood Cliffs,N.J. :Prentice-Hall,Inc.,7thed.,pp.164.
 
29.Kotler,Philip (1994),Marketing Management: analysis, planning,implementation, and control,8th ed.,New Jersey: Prentice Hall,Inc.
 
30.Howard, J. A. and J. N. Sheth (1969),The Theory of Buyer Behavior,New York:John Willy and Sons.
 
31.Oliver, R.L.(1981 Spring),What is Customer Satis faction,Wharton Magazine, Vol.5,pp36-41.
 
32.Woodside, A.G. F. and R. T. Daly (1989 Dec.),Linking Service Quality, Customer Satisfaction, and Behavioral Intention,Journal of Care Marking,,pp.5-7.
 
33.Bearden, William O. and Jesse E. Teel (1983 February),Selected Determinants of Consumer Satisfaction and Complaint Reports,Journal of Marketing Research, Vol.20,pp.21-28.
 
34.Churchill, G. A. and Surprenant C. (1982 Nov.),An Investment into Determinants of Customer Satisfaction,Journal of Marketing Research, pp.491-504.
 
35.Fornell, C. (1992),A National Customer Satisfaction Barometer:The Swedish Experience'' Journal of Marketing, Vol.56, pp.6-21.
 
36.Westbrooks, R. A. (1980),A Rating Scale for Measuring Product/Service Satisfaction,Journal of Marketing,pp.68-72.
 
37.Oliver, Richard L. (1980 Nov.),A Cognitive Model of the Antecedent and Consequences of Satisfaction decision,Journal of Marketing Research, Vol.17,pp.460-469.
 
38.Woodruff, R. B. (1983 Aug.),Modeling Consumer Satisfaction Process Using Experience Based Norms,Journal of Marketing, Vol.10,pp.296-304.
 
39.Bansal,Harvis S. and Peter A. Voyer(2000),World-of-mouthprocess within a services purchase decision context,Joural of Service Research,Vol.3,No.2,pp.166.
 
40.Baron, R.M. & Kenny D.A. (1986), The moderator- mediator variable distinction in social psychological research: Conceptual, Strategic, and Statistical considerations, Journal of Personality and Social Psychology, Vol.51, No.6, pp.1173-1182.
 
41.Reicheld, Frederick F. and Sasser W. Earl (1990), Zero Defections:Quality Comes to Services, Harvard Business Review, Vol.68, pp.105-110.
 
42.Berry, Leonard L. (1995), Relationship Marketing of Services-Growing Interest,Emerging Perspectives, Journal of the Academy of Marketing Science, 23(4), pp.236-245.
 
43.Berry, Leonard L. and A. Paeasuraman (1996), Marketing Services:Competing Through Quality, Free Press, New York, pp.16.
 
44.Huppertz, John W. , Singney J. Arenson & Richard H. Evans (1978 May), An Application of Equity Theory to Buyer-Seller Exchange Situations, Journal of Marketing Research, Vol.15, pp.250-260.
 
45.Oliver, R.L., and W.S. Desarbo (1988 March ), Response Determinantes in Satisfaction Judgements, Journal of Customer Research, Vol.14, pp.495-507.
 
46.Weiner, B. , Ruaaell, D. and Lerman, D. (1979 July), The Cognition-Emotion Process in Achievement-Related Contexts, Journal of Personality and Social Psychology, Vol.37,pp. 1211~1220.
 
47.Bitner, Mary J. (1990), Evaluating Service Encounters:The Effects of Physical Surroundings and Employee Response, Journal of Marketing, Vol.54, pp.69-82.
 
48.Folkes, Valerie S. (1984 March), Consumer Reactions to Product Failure:An Attributional Approach, Journal of Consumer Research, Vol.10, pp.398-409.
 
49.Hawkins, D. I., R. I. Best and K. A. Coney(1986), Consumer Behavior:Implications for Marketing Strategy, 3rd ed. Plano: Business Publication Inc.,p.63.
 
50.Frenzen,J. and Nakamoto,K.,(1993),Structure,Cooperation and Flow of Market Information,Journal of Consumer Research, Vol.20,pp.360-375.
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