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研究生:黃琬棋
研究生(外文):Huang, WanChi
論文名稱:咖啡館中背景音樂之音色對消費情緒及態度影響之研究
論文名稱(外文):The timbre of background music: Effects on consumption emotions and attitudes in a coffee shop.
指導教授:黃榮華黃榮華引用關係林耀南林耀南引用關係
指導教授(外文):Huang, RongHwaLin, YaoNan
口試委員:蔡東亦黃靜蓮
口試委員(外文):Tsai, TungIHuang, ChingLien
口試日期:100.06.24
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:68
中文關鍵詞:咖啡館背景音樂音色消費情緒時間知覺消費金額顧客滿意度顧客忠誠度體驗價值
外文關鍵詞:coffee shopbackground musictimbreconsumption emotiontime perceptionamount of consumptioncustomer satisfactioncustomer loyaltyexperiential value
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  • 被引用被引用:6
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音樂是一項有用的行銷工具,能營造氛圍,而不同的音色更能增加音樂的多樣性,在現今如此競爭的咖啡產業中,若能將音樂善加利用,便能達到良好的行銷效果以增加競爭優勢,達成營收增加的目的。因此本研究以20-30歲的學生為受測樣本,探討在咖啡館中,背景音樂的音色對消費情緒及態度的影響。採用實驗室實驗法模擬咖啡館情境,再以問卷調查法蒐集樣本資料,最後使用SPSS 17.0統計套裝軟體進行資料與實驗結果分析,發現下列七項研究結果: (1) 不同音色之背景音樂對消費情緒會產生不同的影響; (2) 不同音色之背景音樂對時間知覺的影響有顯著差異; (3) 不同音色之背景音樂對消費金額的影響有顯著差異; (4) 不同音色之背景音樂對顧客滿意度的影響有顯著差異; (5) 不同音色之背景音樂對顧客忠誠度的影響有顯著差異; (6) 不同音色之背景音樂對體驗價值的影響有顯著差異; (7) 消費態度部分指標 (時間知覺、消費金額、顧客滿意度、顧客忠誠度及體驗價值) 之間呈現顯著正相關。
Music is a good tool of marketing. Nowadays coffee is more popular in Taiwan, so a lot of coffee shops emerge quickly as well as compete violently. Owners can gain competitive advantages by using music to create environmental atmospheres. Different timbres also can make the diversity of music. If the above model is working well, it will increase revenue effectively. Therefore, the purpose of this study is to discuss the effects of timbre on consumption emotion and attitudes in coffee shop. The study adopted laboratory experiment to imitate the situation of coffee shop and surveyed data of samples, 20 to 30 years old students, by questionnaires. All data were analyzed by using SPSS 17.0 software, showing the following results: (1) different timbres of background music had different influences to consumption emotion; (2) timbres of background music influence time perception significantly; (3) timbres of background music influence amount of consumption significantly; (4) timbres of background music influence customer satisfaction significantly; (5) timbres of background music influence customer loyalty significantly; (6) timbres of background music influence experiential value significantly; (7) there are significant positive influences among some indices of consumption attitudes.
目錄
第 壹 章 緒論 1
第 一 節 問題背景與研究動機 1
第 二 節 研究目的 3
第 三 節 研究範圍 4
第 四 節 研究流程與論文架構 6

第 貳 章 文獻探討 8
第 一 節 職能形式與職能表現 8
第 二 節 背景音樂與音色 9
第 三 節 消費情緒 11
第 四 節 消費態度 12

第 參 章 研究方法與實驗設計 18
第 一 節 研究架構與假說 18
第 二 節 變數定義與衡量方式 20
第 三 節 研究對象 24
第 四 節 研究方法 24
第 五 節 實驗環境 25
第 六 節 實驗設計 25
第 七 節 實驗流程 28

第 肆 章 實驗結果與資料分析 29
第 一 節 敘述性統計分析 29
第 二 節 音色對消費情緒的影響 31
第 三 節 音色對時間知覺的影響 35
第 四 節 音色對消費金額的影響 36
第 五 節 音色對顧客滿意度的影響 38
第 六 節 音色對顧客忠誠度的影響 39
第 七 節 音色對體驗價值的影響 40
第 八 節 相關分析 42
第 九 節 小結 43

第 伍 章 結論與建議 46
第 一 節 結論 46
第 二 節 實務貢獻 48
第 三 節 研究限制 49
第 四 節 未來研究建議 50

參考文獻 51
附錄一、問卷 62


表目錄
表 3-2-1 情緒檢核表之情緒字詞彙整表 20
表 3-2-2 衡量時間知覺之問項表 21
表 3-2-3 衡量消費金額之問項表 21
表 3-2-4 衡量顧客滿意度之問項表 22
表 3-2-5 衡量顧客忠誠度之問項表 23
表 3-2-6 衡量體驗價值之問項表 24
表 3-4-1 實驗法類型說明 25
表 4-1-1 問卷回收情形 29
表 4-1-2 背景資料分配表 30
表 4-1-3 消費次數與金額統計分配表 31
表 4-2-1 鋼琴音色對正負向消費情緒之影響 31
表 4-2-2 鋼琴音色達顯著水準之消費情緒彙整表 32
表 4-2-3 長笛音色對正負向消費情緒之影響 32
表 4-2-4 長笛音色達顯著水準之消費情緒彙整表 32
表 4-2-5 小提琴音色對正負向消費情緒之影響 33
表 4-2-6 小提琴音色達顯著水準之消費情緒彙整表 33
表 4-2-7 豎笛音色對正負向消費情緒之影響 34
表 4-2-8 豎笛音色達顯著水準之消費情緒彙整表 34
表 4-3-1 時間知覺之ANOVA分析表 35
表 4-3-2 時間知覺之事後檢定表 35
表 4-4-1 消費金額之ANOVA分析表 37
表 4-4-2 消費金額之事後檢定表 37
表 4-5-1 顧客滿意度之ANOVA分析表 38
表 4-5-2 顧客滿意度之事後檢定表 38
表 4-6-1 顧客忠誠度之ANOVA分析表 39
表 4-6-2 顧客忠誠度之事後檢定表 39
表 4-7-1 體驗價值之ANOVA分析表 41
表 4-7-2 體驗價值之事後檢定表 41
表 4-8-1 Pearson相關係數矩陣分析表42
表 4-9-1 研究假說檢定結果彙整表 44


圖目錄
圖 1-4-1 研究流程圖 6
圖 2-1-1 職能形式與職能表現關係圖 9
圖 3-1-1 研究架構圖 18




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