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研究生:胡凱傑
研究生(外文):Kai-Chieh Hu
論文名稱:體驗行銷與旅遊網站之關聯性研究 - 以雄獅旅遊網為例
論文名稱(外文):The Study of the Relationships between Experiential Marketing and Travel Website-An Empirical Study of Liontravel.com
指導教授:池文海池文海引用關係蘇柏全蘇柏全引用關係
指導教授(外文):Wen-Hai ChihBo-Chiuan Su
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
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:102
中文關鍵詞:體驗行銷愉悅喚起享樂價值實用價值持續使用意圖
外文關鍵詞:Experiential MarketingPleasureArousalHedonic ValueUtilitarian ValueAdoption Intention
相關次數:
  • 被引用被引用:11
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  • 下載下載:292
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隨著國人經濟能力的提昇,對於生活品質也越來越要求,也為了紓解工作壓力而開始規劃國內外旅遊行程。隨著網際網路的興盛,旅遊網站已成為規劃旅遊行程、蒐集旅遊資訊所不可或缺的重要工具。
本研究以曾經在旅遊網站消費之消費者為研究對象,驗證影響旅遊網站持續使用意圖之前置因素,以刺激-有機體-反應架構為框架,整合體驗行銷、情緒模組及購物價值,以愉悅、喚起、享樂價值及實用價值為中介變數,探討對持續使用意圖之影響。本研究採用問卷調查法,有效問卷計322 份,並以結構方程模式驗證假說。
經實證與分析結果發現:(1)體驗行銷對於消費者情緒上的愉悅、喚起均有顯著正向影響;(2)消費者情緒上的愉悅、喚起對於消費者購物價值上的享樂價值、實用價值均有顯著正向影響;(3)消費者情緒上的愉悅、喚起及購物價值上的享樂價值、實用價值對持續使用意圖均有顯著正向影響。最後本研究依據建立之架構及實證結果,提出若干管理實務意涵及後續研究建議。
People require higher quality of life by the promotion of people's economic ability and plan the travel journey to release the pressure of work. With the prosperity of the internet, travel websites have already become indispensable and important tool of planning the travel journey and collecting travel information.
In this study, consumers who have consumed on the travel website are the research object. This study is used to verify the antecedents of adoption intention to travel website. Base on stimulus-organism-response framework, this study integrates experiential marketing, emotion model and shopping value, pleasure, arousal, hedonic value and utilitarian value as intervening variables and explores the effects on adoption intention. This research adopts questionnaire to perform survey and the valid sample size is three hundred and twenty two. The hypotheses are verified based on the structural equation modeling.
The findings of this study are outlined as follow: (1) the experiential marketing has significant and positive effect on the pleasure and arousal of consumer’s emotion; (2) both of the pleasure and arousal of consumer’s emotion have significant and positive effect on the hedonic and utilitarian value of consumer’s shopping value; (3) each of the pleasure and arousal of consumer’s emotion and the hedonic and utilitarian value of consumer’s shopping value has significant and positive effect on adoption intention. Based on the results of this study, this research provides valuable guidance to modern management and suggestion for further research.
誌 謝
中文摘要
Abstract
目 錄
圖目錄
表目錄
第一章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的
第四節 研究重要性與貢獻
第五節 研究範圍與對象
第六節 研究流程
第二章 文獻探討
第一節 刺激-有機體-反應架構
第二節 體驗行銷
第三節 情緒模組
第四節 購物價值
第五節 持續使用意圖
第三章 研究方法
第一節 研究架構及研究假說
第二節 研究變數操作性定義與衡量
第三節 問卷設計
第四節 資料蒐集方法
第五節 資料分析方法
第六節 共同方法變異問題之處理與檢測
第七節 問卷前測結果分析
第四章 資料分析
第一節 正式問卷發放
第二節 樣本敘述性統計分析
第三節 共同方法變異檢測
第四節 衡量題項效度與信度分析
第五節 整體結構模式檢定與分析
第五章 結論與建議
第一節 結論
第二節 討論
第三節 管理意涵與貢獻
第四節 研究限制與後續研究建議
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