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研究生:陳明莉
研究生(外文):Ming-li Chen
論文名稱:以消費體驗之觀點,探討劇場體驗元素對體驗品質與品牌資產之影響—以國內DaySPA業為例
論文名稱(外文):The Influence of Theatrical Elements on Experiential Quality and Brand Equity – Taking the Day SPA Industry in Taiwan as an Example.
指導教授:高義芳高義芳引用關係
指導教授(外文):Yie-Fang Kao
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:181
中文關鍵詞:劇場體驗元素體驗品質品牌資產場景演員表演參與沈浸驚奇知覺品質品牌聯想品牌忠誠度
外文關鍵詞:theatrical elementsexperiential qualitybrand equitysettingactorperformanceparticipationimmersionsurprisepercei
相關次數:
  • 被引用被引用:7
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在社會環境隨著時間之輪不停地向前發展及演變之下,我們身處的社會早已從傳統的生產導向,演進至銷售導向、行銷導向、社會行銷導向、關係行銷導向,乃至近日備受矚目的體驗行銷導向,Pine II 與 Gillmore(1998)針對此現象,就曾提出:「21世紀已進入體驗經濟時代」的說法。Schmitt(1999)認為體驗已將公司、品牌與消費者的生活型態間做了緊密的連結,因此在探討體驗行銷的同時,也須考量到對「品牌」(brand)的影響力為何,因此本研究以體驗品質及品牌資產為主軸,再加上劇場體驗元素為其前置因素,並以國內Day SPA業為例,探討劇場體驗元素對體驗品質及品牌資產之影響性。
The society has been evolved from manufacturing-oriented to selling-oriented, marketing-oriented, social marketing-oriented, relationship marketing-oriented, and experiential marketing-oriented in sequence. Regarding this apparent trend, Pine II and Gillmore(1998) brought up the idea that 21century has already entered the age of experiential marketing. However, Schmitt(1999) argued that the experience has linked to company, brand, and consumers’ lifestyles together. Therefore, when discussing about the experiential marketing, we should consider its impact to the branding at the same time. Present research uses experiential quality and brand equity as the cores of the study, and subsuming the theatrical elements as antecedents, then examining theatrical elements’ impact to experiential quality and brand equity.
目 錄
第 壹 章 緒論 1
第 一 節 研究背景 1
第 二 節 研究動機 4
第 三 節 研究目的 7
第 四 節 研究範圍 8
第 五 節 研究流程 9

第 貳 章 文獻探討 11
第 一 節 SPA定義及產業介紹 13
第 二 節 體驗行銷 26
第 三 節 體驗品質 37
第 四 節 劇場體驗元素 50
第 五 節 品牌資產 62

第 參 章 研究方法 71
第一節 研究架構 73
第二節 研究假設 74
第三節 操作性定義與衡量方式 81
第四節 抽樣設計 88
第五節 統計分析方式 89

第 肆 章 實證分析 91
第一節 問卷回收結果 91
第二節 敘述統計分析 92
第三節 信度分析 97
第四節 效度分析 98
第五節 相關分析 99
第六節 變數間之迴歸分析與假設驗證 101

第 伍 章 結論與建議 121
第一節 實證結論 121
第二節 管理實務意涵與建議 128
第三節 研究貢獻 135
第四節 研究限制 137
第五節 未來研究建議 139

參考文獻 141
附 錄 1:研究問卷 165
附 錄 2:LISREL 線性結構模式分析 171
附 錄 3:舒適、放鬆、紓壓-Day SPA館之場景營造 179

表 目 錄
表 2-1-1  SPA之歷史淵源 17
表 2-1-2  全球的SPA產業特性分析 18
表 2-1-3  台灣SPA水療發展歷史與背景 20
表 2-2-1  體驗定義之整理 27
表 2-2-2  Pine 與 Gilmore 提出的各種經濟型態一覽 29
表 2-2-3  傳統行銷與體驗行銷的差異比較 33
表 2-2-4  體驗行銷之策略體驗模組 34
表 2-2-5  體驗媒介的種類與型式 36
表 2-3-1  各學者對於「趣味」一詞之定義 49
表 2-4-1  環境體驗之整理 54
表 2-4-2  表演類型之整理 59
表 2-4-3  以服務實景為基礎之服務機構分類 61
表 2-5-1  專家學者對「品牌資產」一詞之定義 64
表 3-2-1  研究假設匯總表 80
表 4-1-1  問卷發放及回收整理表 91
表 4-2-1  樣本基本資料表 94
表 4-2-2  樣本變數結構整理表 96
表 4-3-1  各構面Cronbach’ α 係數值整理表 97
表 4-4-1  各構面效標關聯效度係數值整理表 99
表 4-5-1  相關係數的強度大小與意義表 99
表 4-5-2  劇場體驗元素與體驗品質及知覺品質之相關性分析表 100
表 4-5-3  體驗品質與品牌資產之相關性分析表 101
表 4-6-1  人口統計變數與體驗品質之相關分析 102
表 4-6-2  控制變數與「參與」之迴歸分析表 102
表 4-6-3  劇場體驗元素與「參與」之迴歸分析表1 103
表 4-6-4  劇場體驗元素與「參與」之迴歸分析表2 103
表 4-6-5  控制變數與「沈浸」之迴歸分析表 104
表 4-6-6  劇場體驗元素與「沈浸」之迴歸分析表1 105
表 4-6-7  劇場體驗元素與「沈浸」之迴歸分析表2 105
表 4-6-8  控制變數與「驚奇」之迴歸分析表 106
表 4-6-9  劇場體驗元素與「驚奇」之迴歸分析表1 107
表 4-6-10  劇場體驗元素與「驚奇」之迴歸分析表2 107
表 4-6-11  控制變數與「知覺品質」之迴歸分析表 108
表 4-6-12  劇場體驗元素與「知覺品質」之迴歸分析表1 109
表 4-6-13  劇場體驗元素與「知覺品質」之迴歸分析表2 109
表 4-6-14  體驗品質與「知覺品質」之迴歸分析表1 110
表 4-6-15  體驗品質與「知覺品質」之迴歸分析表2 111
表 4-6-16  控制變數與「品牌聯想」之迴歸分析表 112
表 4-6-17  體驗品質與「品牌聯想」之迴歸分析表1 112
表 4-6-18  體驗品質與「品牌聯想」之迴歸分析表2 113
表 4-6-19  控制變數與「品牌忠誠度」之迴歸分析表 114
表 4-6-20  體驗品質與「品牌忠誠度」之迴歸分析表1 114
表 4-6-21  體驗品質與「品牌忠誠度」之迴歸分析表2 115
表 4-6-22  知覺品質與「品牌聯想」之迴歸分析表1 116
表 4-6-23  知覺品質與「品牌聯想」之迴歸分析表2 116
表 4-6-24  知覺品質與「品牌忠誠度」之迴歸分析表1 117
表 4-6-25  知覺品質與「品牌忠誠度」之迴歸分析表2 117
表 4-6-26  迴歸驗證研究假設結果整理表 118

圖 目 錄
圖 1-5-1  研究流程圖 10
圖 2-1-1  文獻探討流程圖 12
圖 2-4-1  劇場理論組成元素 51
圖 2-5-1  品牌資產架構圖 67
圖 3-1-1  研究方法流程圖 72
圖 3-1-2  研究方法架構圖 73
圖 4-6-1  迴歸分析關係圖 120
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51.黃鴻斌(2003)。健康體適能俱樂部會員參與動機、顧客滿意度及忠誠度關聯性之研究-以金牌健康體適能俱樂部為例。南華大學旅遊事業管理研究所未出版碩士論文,嘉義縣。
52.黃瓊慧(2000)。從沈浸(flow)理論探討台灣大專學生之網路使用行為。交通大學傳播研究所未出版碩士論文,新竹市。
53.張春興(1991)。現代心理學。台北市:東華書局。
54.張春興(1994)。教育心理學。台北市:東華書局。
55.張紹勳(2000)。研究方法。台中市:滄海出版社。
56.張偉浚(2003)。遊戲的意義與真實。東海大學哲學研究所未出版碩士論文,台中市。
57.張銘純(2002)。品牌策略、組織系絡性變數、組織設計策略與品牌資產關係之研究。中原大學企業管理系未出版碩士論文,中壢市。
58.董育任(2000)。觀賞者對表演藝術節目與設施評估之研究-以國立中正文化中心國家音樂廳為例。中國文化大學觀光事業研究所未出版碩士論文,台北市。
59.葉思迪譚(2004)。懂得show,就對了!(譯者譯)。台北市:台灣培生教育。(原著:Schmitt, B. H., Rogers, D. L., & Vrotsos, K. (2004). There’s no business that’s not show business: Marketing is an experience cultur. New Jersey: Prentice Hall.)
60.詩嫚特美容美體連鎖機構(2008)。2008年型錄。台北市:詩嫚特美容美體連鎖機構。
61.趙韶丰(2000)。服務接觸滿意關鍵因素之研究-餐飲業為例。國立中山大學企業管理研究所未出版博士論文,高雄市。
62.廖俊儒(2004)。職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究。國立台灣師範大學體育學系未出版博士論文,台北市。
63.蔡文婷(2003)。熱滾滾的人文風景-北投溫泉博物館。台北市:台灣光華雜誌社,9月號。
64.歐文生(2004)。「溫泉渡假中心規劃與發展趨勢」。台灣溫泉發展與溫泉全民教育研習會,台南縣,嘉南藥理科技大學。
65.劉玉真(2000)。頂級Spa美容之旅(初版)。台北市:新女性雜誌。
66.劉珏吟(2004)。SPA工作者之身心勞動與社會流動。元智大學資訊社會學研究所未出版碩士論文,中壢市。
67.劉朝銘(2003)。認知風險、涉入、品質與價值關係之研究—以網路商店為例」。國立台灣大學資訊管理研究所未出版碩士論文:台北市。
68.劉裕春(2003)。體驗行銷與關係結合方式對網路忠誠度之影響。義守大學管理科學研究所未出版碩士論文,高雄縣。
69.賴玲華(2003)。沈從文小說藝術析論。中國文化大學中國文學研究所未出版博士論文,台北市。
70.賴秉寰(1999)。劇場與日常生活表演中的看與被看-從角色(character、role)與心理距離(psychical distance)來探討。國立藝術學院戲劇學系戲劇碩士班未出版碩士論文,台北縣。
71.鍾明盛(2003)。國民小學學校空間博物館化以落實教育功能之研究。國立台灣師範大學社會教育學系在職進修碩士班未出版碩士論文,台北市。
72.謝靜雯(2000)。魅力SPA-體驗SPA 趁現在。台北市:二匠文化。
73.羅凱(2007)。高品牌價值之品牌識別設計傾向與標誌模式探究。國立台灣科技大學設計研究所未出版碩士論文,台北市。
74.蘇子炘(2006)。醫學美容消費者體驗層級效果模式。國立中正大學企業管理研究所未出版博士論文,嘉義市。
75.蘇信全(2005)。「舒壓、養生 SPA洗出滾滾財源」。台北市:贏家月刊9月號。

二、中文網站
1.http://www.re.org.tw/main/sub5/9311/index.aspx?a=31。工業技術研究院能源與環境研究所新聞報e報(2004)。
2.http://www.careernet.org.tw/。中國青年創業協會總會(2004)創業圓夢網站。
3.http://www.ticc.com.tw/news_detail.asp?news_id=30。2003國際SPA大會暨展覽。
4.http://www.enjoyspa.com/Webs/dispPageBox/ChiMain.aspx?ddsPageID=WEBPORCHPBK。台灣登琪爾股份有限公司網站(2008)。
5.http://www.demonspa.com.tw/index-a.htm。東森 De Mon Spa 館網站(2008)。
6.http://www.pleroma-spa.com/。品沐.芳香療法&SPA公司網站(2008)。
7.http://health.icareasia.com.tw/article.spa?/channelid=92&serial=11378。撫慰心靈的芳香療法,亞洲醫藥網。
8.http://home.kimo.com.tw/liutaho/articles/Right_taholiu.htm。劉大和。
9.http://domama.tpesa.evta.gov.tw/knowledge/knowledge_show.php?id=29&knowledgeid=15。行政院勞工委員會職業訓練局,桃竹苗區就業服務中心網站。

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