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研究生:廖珮珳
研究生(外文):Pei-Wen Liao
論文名稱:體驗行銷概念在網站設計之應用
論文名稱(外文):The Application of the Experiential Marketing Concepts to the Website Design
指導教授:李伯謙李伯謙引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
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
畢業學年度:94
語文別:中文
論文頁數:86
中文關鍵詞:體驗行銷網站資訊品質瀏覽網站後心情網站滿意度網站未來瀏覽意願
外文關鍵詞:experiential marketinginformation qualitymoodsatisfyrevisit intention
相關次數:
  • 被引用被引用:7
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  • 收藏至我的研究室書目清單書目收藏:11
當傳統的行銷方式已經不能滿足消費者、當消費者的要求愈來愈高,如何獲得消費者的青睞是企業欲尋求的答案,因此企業必須創造讓消費者參與、讓消費者驚訝的體驗,而在商業活動過程中,如果資訊品質不能滿足資訊使用者的需求,則資訊使用者對於企業的感受將會是負面的;再者,心情會影響資訊使用者對於事物的評估,也會影響資訊使者的行為。所以本研究將體驗經濟的概念應用在網站上,以釐清資訊使用者在體驗網站過後,對於體驗經濟的四個分類(娛樂、教育、超越現實、美感)和資訊品質、瀏覽網站後心情之間的關係為何,以及這四個分類經由資訊品質和瀏覽網站後心情的影響,對於網站滿意度、未來瀏覽意願的評估是否會產生影響。本研究以三個線上遊戲社群作為探討,採用實驗設計之方式,以元智大學大學部2,247位在電腦教室上課之學生為樣本,最後回收567份問卷,有效樣本為508份,回收率為67.37%。經由結構方程模型分析後,研究發現僅有娛樂體驗對於資訊品質沒有顯著的影響,其餘皆有顯著的影響,而經過理論模型架構修正發現,娛樂體驗對於網站滿意度以及未來瀏覽意願也有顯著的影響。因此,本研究認為資訊提供者應提供資訊使用者全面性的體驗,也就是網站包含有趣的圖片和動畫、與主題相關的教育館、高手經驗談專區而產生之超越現實感受與具有美感的編排與插畫等,以吸引資訊使用者注意並常駐瀏覽。所以,資訊提供者若想讓資訊使用者對網站感到滿意,並且願意在未來繼續瀏覽網站,則應該朝全面性的體驗邁進,為資訊提供者帶來高網站人氣、廣告收益,以及贊助廠商,而提升網站營運績效。
When traditional marketing can no longer satisfy consumers’ need, how to get attentions from consumers becomes very important for enterprises. Enterprises must create experiences which can make consumers get into involvement or feel surprise. Therefore, if the information provides with the websites cannot suit information users’ demand, users will tend to have negative impression on these internet enterprises. Even worse, the bad quality of the websites might obtain disappointing evaluation from users. As a result, this research examines the website design by using the concept of experiential economy. The purpose of this research is to understand the relationship of experience for which information user own among experiential economy, information quality, mood after reviewing the websites, satisfaction of information users and intention of revisiting the websites. Data obtains from 2,247 students who have studied computer courses in Yuan Ze University by testing with three on-line game communities. After experimental design of this research, 567 questionnaires were collected. There are 508 valid questionnaires and the rate of returning is 67.37%. By analyzing the structural equation model, only entertainment, which is one of experimental economy factors, has no significant effects on information quality. After modifying the model by SEM suggestions, we find that entertainment has significant and positive effects on satisfaction of information users and intention of revisiting the websites. Therefore, we believe that internet enterprises, being the roles of information providers, must provide and expand overall experience to information users. The websites must have entertaining pictures, educational forum, expert forum, and beauty formations for websites to attract users who are looking for the information. If information providers want to meet users’ satisfaction and boost the revisiting rate in the future, they must provide overall experiences for information users. Finally, these activities will make websites become more popular and bring higher profit for operation.
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 研究範圍 4
第二章 文獻回顧 5
第一節 體驗行銷 5
一、 體驗行銷的定義 5
二、 體驗的分類 8
三、 體驗行銷的策略 10
四、 過去相關研究 14
第二節 資訊品質 15
一、 資訊品質的定義 15
二、 資訊品質的分類和構面 16
三、 過去相關研究 19
第三節 心情 20
一、 心情的定義 20
二、 心情的分類 21
三、 過去相關研究 22
第三章 理論架構 25
第一節 研究架構 25
第二節 研究假說 26
第四章 研究方法 34
第一節 研究對象和搜集資料 34
一、 研究網站類型 34
二、 研究網站目標 34
三、 研究對象 35
第二節 研究設計 36
第三節 變數的衡量 37
一、 外生變數 37
二、 內生變數 43
第四節 資料分析方法 45
一、 敘述性統計分析 45
二、 Cornbach’s Alpha信度檢定 45
三、 相關分析 45
四、 結構方程模型分析 45
第五章 研究分析 48
第一節 樣本結構 48
第二節 問項篩選及信度分析 50
第三節 相關分析 52
第四節 測量模型之檢測 54
第五節 假說檢定 59
第六章 結論與建議 61
第一節 研究結論 61
第二節 管理意涵 72
第三節 研究限制和未來研究方向 74
參考文獻 76
一、 中文部份 76
二、 英文部份 76
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