臺灣博碩士論文加值系統

政府近年來開始大力推動文化創意產業，期望藉由結合知識經濟的力量創造高度的附加價值，以帶動經濟成長，而伴隨台灣教育水平逐年升高，現代人也開始以文化的角度消費與體驗，因此，強調結合文化與休閒的場所也應運而生。
以懷舊餐廳為例，木製的裝潢，仿古的擺設，打造一個體驗懷舊的情境，以吸引消費者光顧。消費者在這樣的環境中用餐，感受到了40、50年代的常民生活，對年紀較長的長輩而言，覺得勾起了童年的回憶，但對時下的年輕人而言，其所感受到的是未曾接觸過的生活文化。
本研究認為，餐廳內物品擺設所要傳達之概念絕非僅僅懷舊一言以蔽之，背後必有其意涵存在。本研究希望從文化之角度探討民眾的體驗，其對消費者體驗價值與體驗品質之影響，並進一步了解體驗價值與品質如何影響其體驗滿意度。
本研究以台灣阿成餐飲集團的「幸福宴」餐廳為例，以問卷調查的方式了解前赴餐廳用餐的消費者之文化體驗，共發放385份問卷，回收379份問卷，問卷回收率為98.44%，有效問卷數共計371份，有效問卷回收率為96.36%，並採敘述性統計分析、信度、效度分析、相關分析、迴歸分析與LISREL線性結構模式分析，並得研究結果如下。
1. 文化體驗對體驗價值具部分正向影響
2. 文化體驗對體驗品質具部分正向影響
3.體驗價值與體驗品質對體驗滿意度具正向影響
本研究從文化之觀點切入，以較新穎的角度探索消費者的體驗，拓展體驗行銷的操作範圍，並歸納出結論如上述，符合本研究之研究動機，希望能配合政府政策，帶動經濟之成長，也希望能傳達在地文化，為民眾提供一個體驗文化的場域，並對休閒產業有所貢獻。

In recent years, the government began to promote the cultural -creative industries hard, hoping to create high added value and promote economic growth by combining the power of knowledge Economy. With the educational level in Taiwan increased year by year, people start to consume and experience from culture point of view. Therefore, the place that emphasizing on combining the culture and leisure places emerges as the times require.
Taking the retro restaurant as an example, the wooden furniture and antique furnishings create a place that customers can experience the previous life. Consumers in the restaurant feel the lives about 40 or 50 years ago. For the elder, the place remind their childhood memories, but in contrast with the young an untouched culture for them.
The decorations and furnishings in the restaurant mean not only nostalgia but also a kind of culture. This search is trying to study the customers’ experience from culture point of view, and how it impact on experiential value and experiential quality. Additionally, to learn more about how the experiential value and experiential quality influence experiential satisfaction.
This study take the Shing-Fu-Yan restaurant as an example to survey the cultural experiences of customers by sending 385 questionaries in total, 379 were collected and the return ratio was 98.44%. From the collected questionnaires, 371 are effective and the effective response ratio is 96.36%.
Descriptive statistics, reliability analysis, validity analysis, correlation analysis, linear regression analysis and LISREL structural model analysis are applied in this study and the obtained results are as follows.
1. Cultural Experiences has partial positive effect on the experiential value
2. Cultural Experiences has partial positive effect on the experiential quality
3. Experiential value and experiential quality have positive influence on experiential satisfaction
This study discovers the consumer’s experience by a new perspective of culture, to expand the scope of experiential marketing, and generalize the conclusion as above. The conclusion is consistent with the motivation for this study from the beginning, hope to assist with the government policy to enhance the growth of the economy, strive to transform the former leisure facilities to a leisure entertainment combined with cultural. Hope to convey the local culture to people and provide people a place to experience the culture, and contribute to the leisure industry.

第壹章 緒論………………………………………………………………1
第一節 研究背景與動機…………………………………………………1
第二節 研究目的…………………………………………………………3
第三節 研究範圍…………………………………………………………4
第四節 研究流程…………………………………………………………5

第貳章 文獻探討…………………………………………………………6
第一節 文化體驗…………………………………………………………6
第二節 體驗價值…………………………………………………………13
第三節 體驗品質…………………………………………………………19
第四節 體驗滿意度………………………………………………………23

第參章 研究方法…………………………………………………………26
第一節 研究架構…………………………………………………………26
第二節 研究假設…………………………………………………………27
第三節 變數之操作性定義………………………………………………29
第四節 問卷與抽樣設計…………………………………………………35
第五節 統計分析方法……………………………………………………36

第肆章 實證分析…………………………………………………………37
第一節 問巻回收…………………………………………………………37
第二節 敘述性統計分析…………………………………………………37
第三節 效度分析…………………………………………………………41
第四節 信度分析…………………………………………………………48
第五節 相關分析…………………………………………………………49
第六節 驗證分析…………………………………………………………50

第伍章 結論與建議………………………………………………………74
第一節 實證結論…………………………………………………………74
第二節 研究貢獻…………………………………………………………76
第三節 研究限制…………………………………………………………78
第四節 未來研究方向與建議……………………………………………79

參考文獻……………………………………………………………………80
附錄一 正式問卷…………………………………………………………90
附錄二 LISREL分析結果………………………………………………93
附錄三 餐廳介紹…………………………………………………………98

中文部分
1.王育英、梁曉鶯(2000)。體驗行銷。台北：經典傳訊文化股份有限公司。
2.王唯(1997)。戲劇原理與評析。台北：小報文化有限公司。
3.江素貞(2004)。體驗價值對顧客滿意及行為意向關係之研究。義守大學管理科學研究所未出版碩士論文，高雄市。
4.李育霖(2004)。體驗元素對體驗態度、情緒體驗、體驗滿意度與忠誠意圖之影響—以「台灣職業籃球運動表演」為例 。天主教輔仁大學管理學研究所未出版碩士論文，台北縣。
5.吳志婕(2008)。視覺文化符號體驗設計對顧客體驗品質、體驗價值影響之研究-以玻璃藝術為例。天主教輔仁大學管理學研究所未出版碩士論文，台北縣。
6.吳政憲(2005)。以劇場理論探討主題樂園之要素、體驗品質、體驗滿意度如何影響忠誠意圖—以花蓮海洋公園為例。天主教輔仁大學管理學研究所未出版碩士論文，台北縣。
7.吳振焜(2008)。以劇場理論要素探討活動對體驗品質、體驗滿意度、情緒與忠誠意圖的影響—以主題餐廳為例。天主教輔仁大學管理學研究所未出版碩士論文，台北縣。
8.吳錫德譯(2003)。文化全球化(譯者譯)，台北市：麥田人文。(原著：Warnier J.P. (2003). La mondialisation de la culture. France：La Découverte. )
9.高義芳、林凡琪(2007)。故事性體驗設計對體驗品質、情緒體驗及顧客體驗價值影響之研究－以鶯歌陶瓷產業為例。張重昭(主持人)，2007年第四屆新世紀優質企業理念與價值創造研討會。天主教輔仁大學管理學研究所，台北縣。
10.高義芳、邱惠庭(2010)。網路社交遊戲影響沉浸體驗因素之研究－以Facebook為例。翁明祥(主持人)，2010年第七屆新世紀優質企業理念與價值創造研討會，天主教輔仁大學管理學研究所，新北市。
11.韋政通(1990)。中國文化概論出版。台北市 : 水牛。
12.高義芳、陳簾伃(2004)。體驗品質對情緒、價值、體驗滿意度、承諾及行為意圖影響之研究—以台灣現代戲劇演出為例。陳厚銘(主持人)，第一屆新世紀優質企業理念與價值創造研討會，天主教輔仁大學管理學研究所，台北縣。
13.夏業良、魯煒(2003)。體驗經濟時代(二版)(譯者譯)。台北市：經濟新潮社。(原著：Pine Ⅱ, B. J., & Gilmore, J. H. (1999). The experience economy：Work is theater & every business a stage. Boston ：Harvard Business School Press.)
14.陳其南(2002)。文化的軌跡。台北：允晨文化。
15.莊淇銘(2001)。掌握學習基因：善用你的超級生化機器。台北：如何。
16.陳綉里(2000)，國際企業管理，台北市：華泰書局。(原著：Cullen J. B. (1999). Multinational Management- A Strategic Approach. Cincinnati, Ohio : South-Western College Pub.)
17.馮久玲(2002)。文化是好生意。台北市：臉譜出版社。
18.黃映瑀(2005)。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未出版碩士論文，彰化縣。
19.黃淑真(2009)。應用體驗行銷工具創造體驗價值以提升顧客滿意度與忠誠度之研究─以台中市主題餐廳為例 。東海大學食品科學系未出版碩士論文，台中市。
20.鄭立杰(2002)。服務接觸對經驗價值影響之實證研究－以購物中心為例。國立台北科技大學商業自動化與管理研究所未出版碩士論文碩士。
21.廖怡澕(2006)。商店氛圍、產品的造型設計與顧客體驗價值、體驗滿意度之研究—以工藝產業為例。天主教輔仁大學管理學研究所未出版碩士論文，台北縣。
22.鄭棨元、陳慧慈(2005)。最新文化全球化(譯者譯)。台北縣：韋伯文化國際出版有限公司。(原著：Tomlinson, J. (1999). Globalization and Culture. Cambridge, U.K.：Polity Press.)
23.蔡維修(2005)。體驗行銷、顧客價值、顧客滿意與行為意向關係之研究–以田尾公路花園形象商圈為例。朝陽科技大學企業管理系未出版碩士論文。台中市。
24.劉其偉(1991)。文化人類學。台北市：藝術家。
25.高義芳、羅晶瑩(2005)。懷舊體驗－線索對顧客情緒、體驗品質、體驗滿意度與忠誠意圖之研究－以「台灣故事館」為例。優質企業理念與價值創造研討會，天主教輔仁大學管理學研究所，台北縣。

網站部分
1.台北市政府教育局，http://www.edunet.taipei.gov.tw/MP_104001.html。(2010/12/10)
2.台灣阿成懷舊餐廳，http://www.windcitymoon.com.tw/well.html。
3.經濟部文化創意產業推動小組，http://www.cci.org.tw/cci/cci/index.php。(2010/12/10)
4.維基百科，http://zh.wikipedia.org/。(2010/12/24)
5.交通部觀光局，http://admin.taiwan.net.tw/public/public.aspx?no=315 。(2010/06/17)

英文部分
1.Addis, M., & Holbrook, M. B. (2001) On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behaviour, 1(1), 50-66.
2.Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
3.Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and /or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
4.Cronin, J. J., Brady., M. K, & Hult, T. G. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
5.Csikszentmihalyi, M., & Csikszentmihalyi, I. (1988). Optimal experience. UK: Cambridge University Press.
6.Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure. Journal of Personality and Social Psychology, 56(5), 851-822.
7.Day, H. I. (1981). Advances in Intrinsic Motivation and Aesthetics. NY : Plenum Press.
8.Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56(1), 6-21.
9.Fornell, C., Johnson, D., Anderson, E. W., Cha, J. & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
10.Grove, S. J., & Fisk, R. P. (1992). Observational data collection methods for services marketing: An overview. Journal of the Academy of Marketing Scienc, 20(3), 217-224.
11.Harris, K., Harris, R., & Baron, S. (2001). Customer participation in retail service : Lessons from brecht. International Journal of Retail & Distribution Management, 29(8), 355-365.
12.Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448-454.
13.Holbrook. M. B. (1996). Customer value：A framework for analysis and research. Advances in Consumer Research, 23(1), 138-142.
14.Holbrook, M. B. (1999). Consumer value: A Framework for Analysis and Research. NY and London : Routledge.
15.Holbrook, M. B. (2000). The millennial consumer in the text of times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.
16.Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feeling and fun. Journal of Consumer Research, 9(2), 132-140.
17.Holbrook, M. B., & Schindler R. M. (1994). Age, sex, and attitude toward the past as predictors of consumers’ aesthetic tastes for cultural products. Journal of Marketing Research, 31(3), 412-422.
18.Hofstede, G. (1991). Cultures and Organizations: Software of the Mind. NY: McGraw-Hill.
19.Huizinga, J. (1955). Homo ludens: A study of the play element in culture. Boston, MA: The Beacon Press.
20.Hunt, H. K. (1977). Conceptualization and measurement of consumer satisfaction and dissatisfaction. Cambridge, MA: Marketing Science Institute.
21.Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267-286.
22.Joy, A., Sherry, J. F., Mick, D. G., & Atnould, E. J. (2003) Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research, 30(2), 259.
23.Kanter, R. M. (2002). Strategy as improvisational theater. MIT Sloan Management Review, 43(2), 76-81.
24.Kelly, John R. (1987). Freedom to be – A new sociology of leisure. NY : Macmillan Pub Co.
25.Kolb, D. A. (1984). Experiential learning: Experience as the source of learning and development. Englewood Cliffs, N. J.: Prentice Hall.
26.Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
27.LaSalle, D., & Britton, T. A. (2004). Priceless: Turning ordinary products into extraordinary experience. Massachusetts: Harvard Business School Press.
28.Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20(3), 451-466.
29.Mathwick, C., Malhotra., N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of retailing, 77(1), 39-56.
30.Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value：Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39-56.
31.Merriam, S. B. & Caffarella, R. S. (1999). Learning in adulthood: A Comprehensive guide, SF : Jossey-Bass.
32.Mills, P. K., & Moberg, D. J. (1982). Perspectives on the technology of service operations. Academy of Management Review, 7(3), 467-478.
33.Murray, J. (1997). Hamlet on the holodeck: The future of narrative in cyberspace. Cambridge, MA: MIT Free Press.
34.Oh, M. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(2), 67-82.
35.Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response, Journal of Consumer Research, 20(3), 418-430.
36.Oliver, R. L. (1999). Value as excellence in the consumption experience. NY : Routledge.
37.Oliver, R. L., & Rust, R. T. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336.
38.Parasuraman, A., Zeithaml, V. A., & Berry, L. L., (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111-124.
39.Pine Ⅱ, B. J., & Gilmore, J. H. (1999). Experience economy: work is theatre & every business a stage. Boston: Harvard Business School Press Books.
40.Pine Ⅱ, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
41.Rintamaki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions. International Journal of Retail and Distribution Management, 34(1) , 6-24.
42.Schmitt, B. H. (1999). Experiential marketing: How to get customer to sense, feel, think , act, and relate to your company and brands. NY: The Free Press.
43.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy : a theory of consumption values. Journal of Business Research, 22(2), 159-170.
44.Storbacka, K., Standvik, T., & Gronroos, C. (1994). Managing customer relations for profit: the dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21-38.
45.Vanhamme, J., & Lindgreen, A. (2001). Gotcha! Findings from an exploratory investigation on the dangers of using deceptive practices in the mail-order busdiness. Psychology & Marketing, 18(7), 785-810.
46.Veryzer, R. W. (1993). Aesthetic response and the influence of design principles on product preferences. Advances in Consumer Research, 20(1), 224-228.
47.Veryzer, R. W. (1995). The place of product design and aesthetics in consumer research. Advances in Consumer Research, 22(1), 641-645.
48.Webster, J., Trevino, K. L., & Ryan, L. (1993). The dimensionality and correlateds of flow in human-computer interactions. Computers in Human Behavior, 9(4), 411-426.
49.Westbrook, R. A., & Oliver, R. L. (1991) The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91.
50.Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence, Teleoperators and Virtual Environments, 7(3), 225-240.
51.Yadav, M. S., & Monroe, K. B. (1993). How buyers perceive savings in a bundle price: An examination of a bundle’s transaction value. Journal of Marketing Research, 30(3), 350-358.