跳到主要內容

臺灣博碩士論文加值系統

(44.212.99.208) 您好!臺灣時間:2024/04/23 22:28
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:何昆達
研究生(外文):Kun-Ta Ho
論文名稱:溫泉泡湯消費者體驗內涵與歷程
論文名稱(外文):The Contents and Process of Consumer Experiences for SPA
指導教授:歐陽宇歐陽宇引用關係
學位類別:碩士
校院名稱:嘉南藥理科技大學
系所名稱:溫泉產業研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:86
中文關鍵詞:結構方程模式溫泉泡湯消費者體驗
外文關鍵詞:SPAStructural Equation ModelingConsumer Experiences
相關次數:
  • 被引用被引用:7
  • 點閱點閱:469
  • 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:0
體驗行銷的焦點在於顧客體驗,探索消費者整體體驗的形成、構念及應用乃成為當下新興且重要的研究領域。台灣的溫泉區兼具健康養身與休閒遊憩兩種功能,著名的溫泉區早在日治時代已被當為溫泉療養之用。如今每年至溫泉區泡湯、觀光的國內外遊客人次相當多,溫泉泡湯逐漸被視為台灣重要的遊憩活動之一,溫泉泡湯消費者體驗,儼然成為溫泉飯店業者期望提升的消費者體驗項目。本研究以南部產值最大的關仔嶺溫泉區為研究對象,透過遊客問調查,調查時間從2010年10月9日起至2010年10月17日止,本研究共發放370份問卷,有效問卷為326份。將消費者對於溫泉泡湯的體驗時期分為四個階段,探討體驗訊息、消費者體驗、體驗價值及體驗行為等四構面,基於線性關係的假設來建構變數之間的結構關係,利用結構方程模式(structural equation modeling;簡稱 SEM)探討影響溫泉泡湯消費者體驗之主要因子,建立並驗證溫泉泡湯消費者體驗歷程模式。本研究結果得知:體驗訊息構面部份,以溫泉旅館訊息最重要;消費者體驗構面部份,以思考體驗最重要;體驗價值構面部份,以功利性價值最重要;體驗行為構面部份,以互動性最重要。體驗訊息對消費者體驗有正面顯著影響關係;消費者體驗對體驗價值有正面顯著影響關係;體驗價值對體驗行為有正面顯著影響。
The focus of experiential marketing is customer experience, to explore the formation of overall consumer experience, bearing in mind the application configuration is a current and important emerging field of study. Taiwan''s hot springs hydrotherapy of both health and leisure recreation two functions, the famous hot spring area as early as when the Japanese colonial area has been to spa use. Now each year to the hot springs bathing and sightseeing trips considerable domestic and foreign tourists, hot springs increasingly seen as an important recreational activities in Taiwan, one of Hot Springs Consumer Experiences, has become hot spring hotel industry expects the project to enhance the consumer experience. In this study, the convenience sampling method was adopted and the tourists to the Guan-Zi-Ling hot spring district from October 9, 2010 to October 17, 2010 were conducted. A total of 370 questionnaires were investigated, in which a total of 326 questionnaires were valid. Hot Springs for the consumer''s experience during the four stages of experience information, consumer experiences, experiential values and experiential behavior of the four dimensions of experience, based on the assumption that the future construction of a linear relationship between the structural relationship between variables, as verification Hot Springs visitor experience model, structural equation modeling (referred to as SEM) explore the impact of hot springs bathing experience of visitors to the main factors, and further the establishment of Hot Springs visitor experience process model. The analysis results showed that the experience information part dimensions, the most important in Hot Springs information; the consumers experience of the dimensions of parts to think experience of the most important; the experience value of the dimensions of parts to utilitarian value of the most important; some experience behavioral dimension, to the most important interaction. The experience information has a direct influence on consumer experience; the consumer experience has a direct influence on experiential value; the experiential value has a direct influence on experiential behavior.
中文摘要 ………………………………………………………………………………………………… i
英文摘要 ………………………………………………………………………………………………… ii
目錄 ………………………………………………………………………………………………… iii
表目錄 ………………………………………………………………………………………………… iv
圖目錄 ………………………………………………………………………………………………… v
第一章 緒論 ………………………………………………………………………………………… 1
一、 研究動機……………………………………………………………………………… 1
二、 研究背景……………………………………………………………………………… 2
三、 研究目的……………………………………………………………………………… 4
四、 研究流程……………………………………………………………………………… 4
第二章 文獻探討………………………………………………………………………………… 8
一、 體驗訊息……………………………………………………………………………… 8
二、 消費者體驗…………………………………………………………………………… 14
三、 體驗價值……………………………………………………………………………… 19
四、 體驗行為……………………………………………………………………………… 22
第三章 研究設計………………………………………………………………………………… 25
一、 研究假說……………………………………………………………………………… 25
二、 研究架構……………………………………………………………………………… 26
三、 問卷內容及效度…………………………………………………………………… 27
四、 研究對象……………………………………………………………………………… 35
五、 資料分析方法……………………………………………………………………… 36
第四章 實證分析及結果討論…………………………………………………………… 43
一、 問卷回收與遊客樣本特徵統計分析………………………………… 43
二、 體驗訊息之敘述統計及信度分析……………………………………… 45
三、 消費者體驗之敘述統計及信度分析………………………………… 48
四、 體驗價值之敘述統計及信度分析……………………………………… 53
五、 體驗行為之敘述統計及信度分析……………………………………… 56
六、 相關分析……………………………………………………………………………… 58
七、 溫泉泡湯消費者體驗歷程模式分析………………………………… 64
第五章 結論及建議……………………………………………………………………………… 73
5.1 結論……………………………………………………………………………………… 73
5.2 建議……………………………………………………………………………………… 76

參考文獻 ………………………………………………………………………………………………… 78
附錄 問卷調查表…………………………………………………………………………… 83
中文部份
1.何雍慶、蘇子炘、張永富(2004),消費者體驗與訊息處理路徑對品牌延伸購買態度之影響,行銷評論,1(1),1-20。
2.李文姬(2005),消費者對溫泉旅館之環境偏好因素研究,中原大學市內設計研究所碩士論文。
3.高儀文(1999),主題遊樂園服務品質與遊客購後行為關係之研究,中國文化大學商學院碩士班碩士論文。
4.邱皓政(2003),量化研究與統計分析,五南圖書出版。
5.邱毅豪(2005),消費者體驗對體驗價值、顧客滿意度、行為意向影響之研究-以中友百貨為例,朝陽科技大學企業管理系碩士論文。
6.黃芳銘(2003),結構方程模式:理論與應用,五南圖書出版。
7.黃俊英、林震岩(1994),SAS精析與實例-信度與效度分析,華泰書局。
8.連鋒宗(2004),台灣溫泉地圖,上河文化出版社。
9.陳冠位(2009),從消費者認知觀點探討民宿的經營管理策略,嘉南藥理科技大學專題研究計畫成果報告。
10.陳耀茂(1997),服務品質管理手冊,遠流出版股份有限公司。
11.陳振燧、洪順慶(1999),消費品牌權益衡量量表之建構-顧客基礎觀點,中山管理評論,4(7),31-41。
12.劉志忠(1997),服務業服務品質與消費者行為意圖關係之研究–以高雄市六家百貨公司為例,中山大學企業管理研究所碩士論文。
13.中華徵信所企業股份有限公司(2007),溫泉產業市場可行性評估調查報告,工研院能資所。

英文部份
1.Bagozzi, R. P. and Y. Yi (1988), On the Evaluation of Structural Equation Models, Journal of the Academy of Marking Science, 16(1), 74-94.
2.Baker, D. A. and Crompton, J. L. (2000), Quality, Satisfaction Behavioral Intones, Annals of Tourism Research. 27(3), 785-804.
3.Batra, R. and O. T. Ahtola (1990), Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes, Marketing Letters, 2(2), 159-170.
4.Berry, L. L., Carbone L. P. and S. H. Haeckel (2002), Managing the Total Customer Experience, Sloan Management Review, 43 (3), 85-89.
5.Breckler, S. J., and E. C. Wiggins (1984), Cognitive Response on Persuasion: Affective and Evaluative Determinants?, Journal of Experimental Social Psychology, 27, 180-220.
6.Brakus, J. (2001), A Theory of Consumer Experiences, Dissertation, Columbia University.
7.Bone, P. F. (1995), Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments, Marketing Science, 20(1), 82-95.
8.Bigne, J. E., Scanchez, M. I., and Scanchez, J. (2001), Toursim Image, Evaluation Varibles and After Purchase Behavior: Interrelationship, Toursim Management, 22(6), 607-616.
9.Browne, M. W. and R. Cudeck (1993), Alternative Ways of Assessing Model Fit, in K. A. Bullen and J. S. Long (eds.), Testing Structural Equation Models, Newbury Park, CA: Sage.
10.Cova, B. (1996), The Postmodern Explained to Managers: Implications for Marketing, Business Horizons, 39(6), 15-23.
11.Carbone, L. P. (1998), Total Customer Experience Drives Value, Management Review, 87(7), 62.
12.Carbone, L. P. and S. H. Haeckel (1994), Engineering Customer Experiences, Marketing Management, 3(3), 8-19.
13.Cronin, J. J. and Taylor (1992), S. A., Measuring service quality: A reexamination and extension, Journal of Marketing, 56, 33-35.
14.Day, G. S. (1971), A Measure of Service Quality for Retail Stores: Scale Development and Validation, Journal of Advertising Research, 11(6), 31-40.
15.Folkes, V. S. (1988), The Availability Heuristic and Perceived Risk, Journal of Consumer Research, 15(1), 13-23.
16.Folkes, V. S. (1988), Recent Attribution Research In Consumer Behavior: a Review and New Directions, Journal of Consumer Research, 14, 548-595.
17.Garder, H. (1986), The Mind’s New Science: A History of Cognitive Revolution, New York:Basic Books.
18.Hirschman, E. C. and M. B., Holbrook (1982), Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, 46(3), 394-404.
19.Holbrook, M. B.(2005), Customer Value and Auto Ethnography: Subjective Personal Introspection and the Meanings of a Photograph Collection, Journal of Business Research, 58(1), 45-61.
20.Holbrook, M. B. (1994), The Nature of Customer Value: An Axiology of Service in the Consumption Experience, Service Quality: New Direction in Theory and Practice, in Roland T. Rust and Richard L. Olivers (Eds.), Thousand Oaks, CA: Sage Publications, 21-71.
21.Haemoon, Oh and Parks, Sara C. (1997). Customer Satisfaction and Service Quality: A Critical Review of the Literature and Research Implications for The Hospitality Industry. Hospitality Research Journal, 20(3), 35-64.
22.Hawkins, D. I., R. J. Best and K. A. Coney (2003), Consumer Behavior: Building Marketing Strategy, 9th ed., New York: McGraw-Hill.
23.Kotler P. (1991), Marketing Management-Analysis Planning Implementation and Control, 7, 364.
24.Kotler, P. and Fox, K. (1995), Strategic marketing for educational institutions. New York: Prentice-Hall.
25.Lenderman, M. (2006), Experience the Message: How Experiential Marketing is Changing the Brand World, Pub Group West.
26.Lam, D. and D. Mizerski (2005), The Effects of Locus of Control on Word-of-mouth Communication, Journal of Marketing Communications, 11(3), 215-228.
27.McGuire, W. J. (1978), An Information-Processing Model of advertising Effectiveness, H. L. David and A. J. Silk, eds. Behavior and Management Sciences in Marketing.
28.Murray, K. B. (1991), A Test of Services Marketing Theory: Consumer Information Acquisition Activities, Journal Marketing, 55, 10-25.
29.Mowen, J. C. (1995), Consumer Behavior, Englewood Cliffs, NJ: Prentice-Hall.
30.Overby, J. W. (2000), The Impact of National Culture Upon the Customer Value Hierarchy: A Comparison Between French and American Consumers, Dissertation, Konxville: The University of Tennessee.
31.Okada, E. M. (2005), Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods, Journal of Marketing Research, 42(1), 43-53.
32.Park, C. W. and S. M. Young (1986), Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, 23(1), 11-24.
33.Petty R. E. and J. T. Cacioppo (1981), Attitude and Persuasion: Classic and Contemporary Approaches, Dubuque Iowa: Wm. C. Brown Co.
34.Petty, Richard E. and J. T. Cacioppo (1984), Source Factors and the Elaboration Likelihood Model of Persuasion, Advances in Consumer Research, 11(1), 668-72.
35.Pine II, B. J and J. H. Gilmore (1998), Welcome to the Experience Economy, Harvard Business Review, 76(4), 97-105.
36.Petty R. E. and J. T. Cacioppo (1986), Communication and Persuasion: Central and Peripheral Route to Attitude Change, N. Y. Springer-Verlag.
37.Poulsson, S. H. G. and S. H. Kale (2004), The Experience Economy and Commercial Experiences, Marketing Review, 4(3), 267-277.
38.Rifkin, J. (2001), The Age of Access: The New Culture of Hyper Capitalism, Where All of Life Is A Paid-for Experience, New York: Penguin Putnam.
39.Reichheld, F. and Sasser (1990), Zero Defections: Quality Comes to Services, Harvard Business Review, 68, 105-111.
40.Ross, G. F. (1993), Destination Evaluation and Vacation Preferences, Annals of Tourism Research, 20 (3), 477-489.
41.Sheth, Jagdish N. Newmqn, B.I. and Gross, B. L (1991). Why What We Buy: A Theory of Consumption Vslues. Journal of Business Research, 22,159-170.
42.Schmitt, B. (1999), Experiential Marketing, Journal of Marketing Management, 15(1-3), 53-67.
43.Schultz, R. J. (1996), The Effects of Mood States on Service Contact Strategies, Journal of Professional Services Marketing, 14(1), 117-135.
44.Schwarz, N. and G. L. Clore (1983), Mood, Misattribution, and Judgments of Well-Being: Informative and Directive Functions of Affective States, Journal of Personality and Social Psychology, 45 (September), 513-523.
45.Sujan, M. (1985), Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments, Journal of Consumer Research, 12(1), 31-46.
46.Sinha I. (1996), Valuemap: An Integrated Approach toward the Spatial Modeling of Perceived Customer value, Dissertation, University of Michigan.
47.Sheth, J. N., B. I. Newman, and B. L. Gross (1991), Why We Buy What We Buy: A Theory of Consumption Values, Journal of Business Research, 22, 159-170.
48.Sweeney, J. C. and G. N. Soutar (2001), Consumer Perceived Value: The Development of a Multiple Item Scale, Journal of Retailing, 77(2), 203-220.
49.Strahilevitz, M. A. and J. G. Myers (1998), Donations to Charity as purchase Incentives: How Well they Work May Depend on What You are Trying to Sell, Journal of Consumer Research, 24(4), 434-46.
50.Venkatesh, A. (1999), Postmodernism Perspectives for Micromarketing: An Inquiry into the Global Information and Sign Economy, Journal of Micromarketing, 12, 153-167.
51.Voss, K. E., E. R. Spangenberg and B. Grohmann (2003), Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, Journal of Marketing Research, 40(3), 310-320.
52.Zhu, R. and, J. Meyers-Levy (2005), Distinguishing between the Meanings of Music: When Background Music Affects Product Perceptions, Journal of Marketing Research, 42(3), 333-345.
53.Zeithaml, V., and Bitner, M. L. (1996), Service Marketing, McGraw Hill International Editions.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top