(3.237.20.246) 您好!臺灣時間:2021/04/17 17:09
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:王心宜
研究生(外文):Hsin-i Wang
論文名稱:體驗行銷對顧客忠誠度之影響—以生活型態、涉入程度與視覺商品美感中心性為調節變數
論文名稱(外文):The Effect of Experiential Marketing on Customer Loyalty : Moderated by Involvement, Consumers’Life Styles and Centrality of Visual Product Aesthetics(CVPA)
指導教授:黃俊英黃俊英引用關係周逸衡周逸衡引用關係
指導教授(外文):Jun-ying HuangJacob Y. H. Jou
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:115
中文關鍵詞:體驗行銷顧客忠誠度涉入程度視覺商品美感中心性生活型態
外文關鍵詞:Experiential MarketingConsumers'' Life StylesCVPAInvolvementCustomer Loyalty
相關次數:
  • 被引用被引用:178
  • 點閱點閱:2337
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
21世紀的消費環境已經逐漸轉型到體驗經濟的時代,消費者由重視商品的性能與效益,轉而為追求能創造美好回憶之商品,並從理性的決策行為轉向理性與情感並重的消費者行為,而吸引消費者的除了產品或服務,更尋求一種難忘的消費體驗。因此Schmitt(1999)提出五大策略體驗模組,即感官、情感、思考、行動及關聯行銷,以為顧客創造整體體驗,並指出體驗行銷的概念運用在實務界已經成為一種趨勢。
本研究以星巴克咖啡為研究範圍,主要的研究目的在於檢視體驗行銷的有效性,並探討體驗行銷對顧客忠誠度之影響,再分別納入涉入程度、生活型態以及視覺商品美感中心性為調節變項,檢視體驗行銷與顧客忠誠度之關係,以為企業找出最有效的調節變數,並發展行銷策略、建立競爭優勢。
本研究以問卷調查法,針對近期曾在星巴克咖啡消費之消費者進行實證調查,共計發放577份問卷,回收有效樣本532份,將問卷所得資料以敘述性統計分析、信度分析、因素分析、集群分析、複迴歸分析及單因子變異數分析等方法,以驗證本研究之假設,得到下列結果:
一、消費者整體體驗評價越高,其忠誠度越高;其中又以消費者的感官體驗、思考體驗、行動體驗及關聯體驗對顧客忠誠度有正向影響。
二、不同涉入程度之消費者,其忠誠度之差異會因對體驗評價不同而有所改變。
三、不同視覺商品美感中心性之消費者,其忠誠度之差異不會因對體驗評價不同而有所改變。
四、不同生活型態集群之消費者,其忠誠度之差異不會因對體驗評價不同而有所改變。
五、消費者會因其生活型態不同,而有不同的視覺商品美感中心性。
The consuming environment in the 21st century has transformed itno a stage of experience economy, consumers pursue the products which can create wonderful memories more than the ones with high quality and efficiency. Also, their consuming behaviors transform from being ration-dominated to being ration-and-emotion-mutually dominated; further, consumers are fascinated with not only products or services but also the unforgettable consuming experiences. In this way, Schmitt(1999) proposed strategic experiential modules(SEMs)—sense, feel, think, act and relate marketing to create the integral experiences for customers, and even stated that the employment of the concepts of experiential marketing has turned out to be a fashion in practice.
This study adopted Starbucks to be the analyzing target. The main purpose is to examine the effectiveness of experiential marketing and to discuss the impacts of experiential marketing on customer loyalty; then the study added involvement, consumers’ life styles, and centrality of visual product aesthetics to be the moderate variables, to examine the relation between experiential marketing and consumer loyalty. Based on these analyzing results, the companies can find out the most effective moderate variables to develop the marketing strategies, and even to build up the competitive advantage.
This study put emphasis on those who consume in Starbucks recently, to implement the empirical investigation through the questionaire method, distributing 577 samples while the valid ones got 532 in total. This study analyzed the collected data through descriptive statisitic analysis, reliability analysis, factor analysis, cluster analysis, multiple regression analysis, one-way ANOVA and so on, to verify the hypothses of this study and to come out these results as follow.
1.The higher the consumers’ integral experiential evaluations are, the higher the customer loyalty is; the consumers’sense experiences, think experiences, act experiences and relate experiences even have positive influences on customer loyalty.
2.For consumers being with diverse levels of involvement, the consumer loyalty alters with their experiential evaluations.
3.For consumers being with diverse centrality of visual product aesthetics, the consumer loyalty fails to alter with their experiential evaluations.
4.For consumers being with diverse life styles, the consumer loyalty fails to alter with their experiential evaluations.
5.Consumers who have different life styles will own divergent centrality of visual product aesthetics.
致謝………………………………………………………… I
中文摘要…………………………………………………… II
英文摘要……………………………………………………III
目錄…………………………………………………………V
表目錄 …………………………………………………… VII
圖目錄 …………………………………………………… IX
第一章 緒論………………………………………………01
第一節 研究背景與動機…………………………………01
第二節 研究目的…………………………………………03
第三節 研究範圍及對象…………………………………04
第四節 研究流程…………………………………………08
第二章 文獻探討…………………………………………09
第一節 體驗行銷…………………………………………09
第二節 產品涉入程度……………………………………16
第三節 視覺商品美感中心性(CVPA)……………… 23
第四節 生活型態…………………………………………29
第五節 顧客忠誠度………………………………………35
第三章 研究方法…………………………………………39
第一節 研究架構…………………………………………39
第二節 變數操作性定義和衡量…………………………40
第三節 研究假說…………………………………………47
第四節 問卷之設計與預試………………………………51
第五節 抽樣設計…………………………………………52
第六節 資料分析方法……………………………………53
第四章 研究結果分析……………………………………57
第一節 樣本資料之敘述性分析…………………………57
第二節 信度與效度分析…………………………………60
第三節 生活型態分析……………………………………61
第四節 各構面關係之影響檢定…………………………69
第五章 結論與建議………………………………………83
第一節 研究發現…………………………………………83
第二節 策略意涵…………………………………………85
第三節 研究貢獻…………………………………………87
第四節 研究限制…………………………………………88
第五節 後續研究建議……………………………………89
參考文獻………………………………………………… 91
附錄:問卷
一、中文部分
1. 王育英、梁曉鶯譯(民89),體驗行銷(初版),( Schmitt, B. H., Experiential Marketing, 1999),台北:經典傳訊文化。
2. 別蓮蒂(民89),生活型態白皮書(初版),台北:商周。
3. 李祥銘(民91),不同商店通路下消費者手機購買意願之評估,國立成功大學電信管理研究所碩士論文。
4. 周文賢(民89),多變量統計分析:SAS/STATISTICS使用方法(初版),台北:智勝文化。
5. 吳明隆(民95),SPSS 統計應用學習實務─問卷分析與應用統計(三版),台北:知城數位科技。
6. 林佳民(民87),產品涉入程度、產品網路上接近程度與消費者在網路上購物行為之研究,國立東華大學企業管理研究所碩士論文。
7. 林思翰(民94),美學行銷、品牌個性、品牌形象與涉入對品牌權益影響之研究,實踐大學企業創新發展研究所碩士論文。
8. 吳銘翔(民94),以體驗行銷觀點探討品牌認同對顧客忠誠之影響-通路旗艦店之實證研究,國立台北大學企業管理學系碩士論文。
9. 姚昭如(民93),美學鑑賞程度與獨特性傾向對消費者經驗順序組合之學習效果影響,國立臺北科技大學商業自動化與管理研究所碩士論文。
10. 范昀萱(民94),從個人差異看商品設計美感的效果—以消費者商品美感中心性(CVPA)為例,國政治大學廣告研究所碩士論文。
11. 范碧珍(民92),「體驗是顧客滿意的原動力」,突破雜誌,213,頁47。
12. 范碧珍(民90),「體驗式消費時代來臨」,突破雜誌,187,頁27-29。
13. 夏業良、魯煒譯(民92),體驗經濟時代(初版),( Pine Ⅱ B. J. and Gilmore J. H., 1999),台北:經濟新潮社。
14. 翁莉娟(民94),體驗行銷、產品涉入程度與顧客忠誠之研究,中國文化大學國際企業管理研究所碩士論文。
15. 袁薏樺(民92),體驗行銷、體驗價值與顧客滿意關係之研究,國立台北科技大學商業自動化與管理研究所碩士論文。
16. 陳瑞鈴(民93),消費者人口統計變數與生活型態對手機購買行為之影響,國立中山大學企業管理學系碩士論文。
17. 陳珮娟(民95),顧客體驗、體驗價值、品牌形象與品牌權益之關係,國立台北大學企業管理學系碩士論文。
18. 郭建中譯(民88),大市場美學(初版),( Schmitt, B. H., and Simonson, A., Marketing Aesthetics, 1997),台北:新雨出版社。
19. 黃映瑀(民94),體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究,大葉大學事業經營研究所碩士論文
20. 黃家蔚(民93),促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響,國立成功大學企業管理學系碩士論文。
21. 黃俊英、賴文彬(民79),「涉入的理論發展與實務應用」,管理科學學報,7(1),頁15-30。
22. 楊文壽(民90),行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究,國立交通大學經營管理研究所碩士論文。
23. 葉佳宜(民91),大型購物中心之區位與消費者生活型態對消費行為之影響研究,國立交通大學管理科學系碩士論文。
24. 遠見編輯編(民90),統一星巴克總經理徐光宇複製統一超商內部創業成功的活力,台北:天下遠見。
25. 榮泰生(民88),消費者行為(初版),台北:五南圖書。
26. 蔡文芳(民89),跨國娛樂資本的空間生產-以台北星巴克為例,國立台灣師範大學地理研究所碩士論文
27. 韓懷宗譯(民88),Starbucks 咖啡王國傳奇,( Schultz, H., and Yang, J. D., 1997),台北:聯經。
28. 魏錫鈴(民88),行動電話消費者購買行為及其市場區隔之研究-以北部地區居民為例,國立交通大學經營管理研究所碩士論文。

二、英文部分
1. Abbott, L. (1955), Quality and competition, New York:Columbia University Press.
2. Addis, M., and Holbrook, M. B. (2001), “On the Conceptual Link between Mass Customization and Experiential Consumption: An Explosion of Subjectivity,” Journal of Consumer Behavior, 1(1), pp. 50-66.
3. Albrecht, K. (1993), The Only Thing That Matters, New York:Harper Collins Publishers Inc.
4. Baker, J., and Cameron, M. (1992), “The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions,” Journal of Academy of Marketing Science, 24(4), p.338.
5. Batra, R., and Ray, M. (1985), “Affective response mediating acception of advertising,” Journal of Consumer Research, 3, pp.234-249.
6. Bhote, K. R. (1996), “Beyond Customer Satisfaction to Customer Loyalty— The Key to Greater Profitability,” New York:American Management Association.
7. Bloch, P. H. (1995), “Seeking the Ideal Form: Product Design and Consumer Response,” Journal of Marketing, 59(3), pp.16-29.
8. Bloch, P. H., and Richins, M. L. (1983), “A theoretical Model for the Study of Product Importance Perceptions,” Journal of Marketing, 47, pp.69-81.
9. Bloch, P. H., Brunel, F. F., and Arnold, T. J. (2003), “Individual differences in the centrality of visual product aesthetics: Concept and measurement,” Journal of Consumer Research,” 29(4), pp.551-565.
10. Bowen, J. T., and Shoemarker, S. (1998), “Loyalty: A Strategic Commitment,” Cornell Hotel and Restaurant Administration Quarterly, 39(1), pp. 12-25.
11. Brown, G. H. (1952), “Brand Loyalty—fact or Fiction? ” Advertising Age, 23, pp.53-55.
12. Brown, T. J., Churchill, Jr. G. A. and Peter, J. P. (1993), “Research Note:Improving the Measurement of Service Quality,” Journal of Retailing, 69(1), pp.127-139.
13. Chaudhuri, A., and Holbrook, M. B. (2001), “The chain of effects from brand trust and brand affect to brand performance:The role of brand loyalty,” Journal of Marketing, 65(2), pp.81-93.
14. Churchill, Jr. G. A. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16(1), pp.64-73.
15. Csikszentmihalyi, M., and Robinson, R. E. (1990), The Art of Seeing, Malibu, CA: J. Paul Getty Museum
16. Cunningham, R. M. (1961), “Customer loyalty- what, where, how much,” Harvard Business Review, 39(6), p.127-1
17. Dawson, S., Bloch, P. H., and Ridgway, N. M. (1990), “Shopping motives, emotional states, and retail outcomes,” Journal of Retailing, 58(1), pp.34-57.
18. Day, R. L. (1977), “Extending the Concept of Consumer Satisfaction,” Advances in Consumer Research, 4(1), pp.149-154.
19. Deighton, J. A., and Grayson, K. (1995), “Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus,” Journal of Consumer Research, 21, pp.660-676.
20. Dick, A. S., and Basu, K. (1994), “Customer Loyalty:Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22, pp.99-113.
21. Dumaine, B. (1991), “Closing the Innovation Gap,” Fortune, 124, pp.56-62.
22. Engel, J. F., Kollat, D. T., and Blackwell, R. D. (1993), Consumer Behavior, 7th ed., Chicago, MI:The Dryden Press.
23. Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1993), Consumer Behavior, 7th ed., Orlando:The Dryden Press.
24. Fornell, C. (1992), “A National Customer Satisfaction Barometer:The Swedish Experience,” Journal of Marketing, 55, pp.1-22.
25. Fournier, S. (1998), “Consumer and their Brand:Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24(4), pp.343-373.
26. Goldsmith, R. E., and Emmert, J. (1991), “Measuring Product Category Involvement: A Multitrait-Multimethod Study,” Journal of Business Research, l23, pp.363-371.
27. Griffin, J. (1997), “Customer loyalty: How to earn it, how to keep it,” New York: Lexington Book.
28. Gronholdt, L., Martensen, A., and Kristensen, K., (2000), “The Relationship Between Customer Satisfaction and Loyalty: Cross—Industry Differences,” Total Quality Management, 11(5), pp.509-516
29. Guest, L. P. (1955), “Brand Loyalty—Twelve Years Later,” Journal of Applied Psychology, 39, pp.405-408.
30. Guilford, J. P. (1965), Psychometric Methods, 2nd ed., New York:McGraw-Hill.
31. Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C., (1998), Multivariate Data Analysis, 5th ed., New Jersey:Prentice Hall.
32. Hawkins, D. I., Best, R. G., and Coney, K.A. (1995), Consumer Behavior: Implication For Marketing Stategy (6th ed), London: Irwin McGraw-Hill.
33. Holbrook, M. B. (1986), “Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features.” Journal of Consuumer Research, 13, pp.337-347.
34. Holbrook, M. B. (2000),” The millennial consumer in the texts of our times: Experience and entertainment,” Journal of Macromarketing, 20(2), pp.178-192.
35. Holbrook, M. B., and Hirschman, E. C. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9(2), pp. 132-140.
36. Hupfer, N. T., and Gardner, D. M (1971), “Differential Involvement with Products and Issues:An Exploratory Study,” Proceedings of the 2nd Annual Conference of the Association for Consumer Research Proceedings, pp.262-269, College Park, MD:Association for Consumer Research.
37. Hustad, T. P., and Pessemier, E. A. (1974), “The Development and Application of Psychopraphic Life Styles and Associated Activity and Attitude Measures,” in Life Style and Psychopraphic, William D. Wells, ed., Chicago:American Management Association.
38. Jacoby, J. (1971), “A Model of Multi Brand Loyal,” Journal of Adverting Research, 11, pp.25-30.
39. Jones, T. O., and Sasser, W. E., Jr. (1995), “Why Satisfied Customers Defect,” Harvard Business Review, 73(6), pp.88-99.
40. Kaiser, H. F. (1974), “An index of factorial simplicity,” Psychometrika, 39, pp.31-36
41. Kotler, P. (1988), Marketing Management: Analysis, Planning, Implementation and Control, 6th ed., New Jersey:Prentice Hall Inc.
42. Krugman, H. E. (1965), “The Impact of Television Advertising Learning without Involvement,” Public Opinion Quarterly, 29, pp.349-356.
43. Laaksonen, P. (1994), Consumer Involvement: Concepts and Research, London; New York.
44. Lastovicka, J. L., and Gardner, D. M. (1978), “Low Involvement Versus High Involvement Cognitive Structures,” Advances in Consumer Research, 5, pp.87-92.
45. Laurent, G., and Kapferer, J. (1985), “Measuring Consumer Involvement Profiles,”
Journal of Marketing Research, 22, pp.41-53
46. Lazer, W. (1963), “Life Style Concept and Marketing,” Proceeding of the American Marketing Association , pp.130-139.
47. Lewalski, Z. M. (1988), Product Esthetics: An Interpretation for Designers, Carson City, NV:Design & Development Engineering Press.
48. Mano, H., and Oliver, R. L. (1993), “Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction,” Journal of Consumer Research, 20(4), pp.451-464.
49. McQuarrie, E. F., and Michael, M. (1992), “A revised product involvement inventory: improved usability and validity,” Advances in Consumer Research, 19, pp.108-115.
50. McQuarrie, E. F., and Michael, M. (1987), “The Zaichkowsky personal Involvement
inventory: Modification and extension,” Advances in Consumer Research, 14, pp.36-40.
51. Monroe, K. B. and Guiltinan, J. P. (1975), “A Path—Analytic Exploration of Retail Patronage Influences,” Journal of Consumer Research, 2, pp.19-28.
52. Oliver, R. L., Rust, R. T., and Varki, S. (1997), “Customer Delight:Foundations, Findings, and Managerial Insight,” Journal of Retailing, 73, pp.311-336.
53. Oliver, R. L. (1997), Satisfaction:A Behavioral Perspective on the consumer, New York:McGraw.
54. Overall, E. J., and Klett, C. J. (1972), Applied Multivariate Analysis, New York:Mcgraw-Hill Book Co.
55. Papanek, V. (1984), Design for the Real World:Human Ecology and Social Change, Academy Chicago Publishers, USA Comment: Reprinted 2000.
56. Pine II, B. J., and Gilmore. J. H. (1998), The Experience Economy: Works Is Theatre and Every Business a Stage, Boston:Harvard Business School Press.
57. Plummer, J. T. (1974), “The Concept and Application of Life Style Segmentation,” Journal of Marketing, 38, pp.33-37.
58. Punj, G. N. and Stewart, D. W. (1983), “Cluster Analysis in Marketing Research, Review and Suggestions for Application,” Journal of Marketing Research, 20, pp.134-148.
59. Reichheld, F. F. (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profit, and Lasting Value, Boston: Harvard Business School Press.
60. Reichheld, F. F., and Sasser, Jr. W. E. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68(5), pp.105-111.
61. Reynolds, F. D. and Darden, W. R. (1974), “Constructing Life Style and Psychographices,” in Life style and Psychographices, William D. Wells, ed., Chicago: American Marketing Association.
62. Richins, M. L. and Bloch, P. H. (1986), “After the New Wears off: The Temporal Context of Product Involvement,” Journal of Consumer Research, 13, pp.280-285.
63. Rook, D. W. (1987), “The Buying Impulse”, Journal of Consumer Research, 14, pp.189-199.
64. Rothschild, M. L. (1984), “Perspectives on involvement: Current problems and future directions,” Advances in Consumer Research, 11(1), pp.216-217.
65. Rudolph, W. S. (1984), Multivariate Data and Analysis with Reading, New York:
MacMillan Publishing Co.
66. Schmitt, B. H. (1999), “Experiential marketing,” Journal of Marketing
Management, 15(1), pp.53-67.
67. Schmitt, B. H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company Brands, New York:The Free Press.
68. Schmitt, B. H. and Simonson, A. (1997), Marketing Aesthetics:The Strategic Management of Brands, Idenitity and Image, New York:The Free Press.
69. Selnes, F. (1993), “An Examination of the Effect of Product performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, 27(9), pp.19-35.
70. Sheth, J. N., and Venkatesan, M. (1986), “Risk Reduction Process in Repetitive Consumer Behavior,” Journal of Marketing Research, 5, pp.307-310.
71. Shoemaker, S., and Lewis, R. C. (1999), “Customer loyalty: the future of
hospitality marketing”, International Journal of Hospitality management, 18, pp.345-370.
72. Slama, M. E., and Tashchian, A. (1985), “Selected Socioeconomic and
Demographic Characteristics Associated with Purchasing Involvement,” Journal of Marketing, 49, pp.72-82.
73. Snyder, C. R., and Fromkin, H. L. (1980), Uniqueness: The human pursuit of difference, New York: Plenum.
74. Swinyard, W. R. (1993), “The effects of mood, involvement, and quality of store experience on shopping intentions,” Journal of Consumer Research, 20(3), pp.271-280.
75. Traylor, B. M. (1981), “ Product involvement and brand commitment,” Journal of Advertising Research, 21, pp.51-56.
76. Vaughn, R. (1980), “How Advertising works: A Planning Model,” Journalof Advertising Research, 20(5), pp.27-33.
77. Venkatraman, M., and Price, L. (1990), “Differentiating Between Cognitive and Sensory Innovativeness: Concepts,Measurements And Implications,” Journal of Business Research, 20, pp.293-315.
78. Veryzer Jr, R. W. (1999), “A Nonconscious Processing Explanation of Consumer Resonse to Product Design,” Psychology & Marketing, 16(6), pp.497-522.
79. Wanger, J. (1999), “Aesthetics Value:Beauty in Art and Fashion,” in Morris B. Holbrook(eds) ,Consumer Value: A Framework for Analysis and Research , pp.126-146, New York:Routledge.
80. Warrington, P., and Shim, S. (2000), “An empirical investigation of the relationship between product involvement and brand commitment,” Psychology & Marketing, 17, pp.761-782
81. Wells, W.D. and Tigert, D. J. (1971), “Activities, Interest, Opinions”,Journal of Advertising Research, 11(4), pp.27-35
82. Wind, Y. H. and Green, P. E. (1978), “Lifestyle and Psychographics, Some Conceptual Measurement, and Analytical Problems in Life Style Reaearch, ” in Life Style and Psychographic, William D. Wells, ed., Chicago: American Marketing Association.
83. Wright, P. L. (1974), “The Cognitive Processes Mediating Acceptance of Advertising,” Journal of Marketing Research, 10, pp.53-62.
84. Yalch, R., and Brunel, F. (1996), “Need Hierarchies in Consumer Judgments of Product Designs:Is It Time to Reconsider Maslow Theory?” in Advances in Consumer Research, 23,ed.
85. Yoo, C., Jonghee, P., and Deborah, J. M. (1998), “Effects of store characteristics and In-store emotional experiences on store attitude,” Journal of Business Research, 42(3), pp.253-263.
86. Zaichkowsky, J. L. (1985), “ Measuring the involvement construct,” Journal of Consumer Research, 12, pp.341-352.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔