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研究生:黃鳳英
研究生(外文):Feng-Ying Huang
論文名稱:體驗行銷、體驗價值及顧客行為意圖之研究
論文名稱(外文):Experiential Marketing、Experiential Value and Customer Behavioral In-tention - An example of the SPA industry
指導教授:楊濱燦楊濱燦引用關係
指導教授(外文):Bin-Tsann Yang
口試委員:高義芳李嫺柔
口試委員(外文):Kao,Yie-FengShian-Rou Lee
口試日期:2010-06-23
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:2011
畢業學年度:99
語文別:中文
論文頁數:157
中文關鍵詞:體驗行銷體驗價值顧客行為意圖
外文關鍵詞:experiential marketingexperiential valueBehavioral intentions
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論文提要內容:
Abbott(1955)曾提出體驗的概念,認為產品是提供消費體驗的服務表現,人們真正想要的並非產品本身,而是一個令人滿意的體驗。Holbrook(1999)、Holbrook and Hirschman(1982),Holbrook and Corfman(1985)認為,消費者行為意圖受到感受的價值所左右,而價值存在於體驗之中。因此,本研究主要在探討體驗價值對體驗行銷及顧客行為意圖之間的中介關係;以及體驗行銷與體驗價值、體驗價值與顧客行為意圖之間的相關關係。
本研究是以美容SPA為研究產業,採用便利抽樣方法,共發出500份問卷,回收498份,有效問卷438份,回收率為99%,針對美容SPA館之消費者進行問卷調查。使用(Spss15.0及LISREL8.7版等分析工具),加以分析後,其結果顯示:
一、體驗價值對體驗行銷與顧客行為意圖具有中介效果。
二、體驗行銷與體驗價值的相關關係如下:
1.體驗行銷對服務優越性價值之關係為:
感官、情感、行動及關聯體驗對服務優越性有顯著正向關係。
2.體驗行銷對美感價值之關係為:
情感及行動對美感價值有顯著正向關係。
3.體驗行銷對趣味性價值之關係為:
感官、情感、行動及關聯體驗對趣味性價值有顯著正向關係。
三、體驗價值對顧客行為意圖具有顯著正向關係。
關鍵字:體驗行銷、體驗價值、顧客行為意圖。

ABSTRACT
Abbott (1955) was the write who invented the experiential concept. He mentioned that products are a form of service to provide experience for the consumers.What the consumers really want is not in the product itself,but a satisfying experience of the product.
Holbrook (1999)、Holbrook and Hirschman(1982),Holbrook and Corfman (1985) think that consumers behavioral intentions are affected by the value of the experience they feel. The value exists in the experience. Therefore,in this research,I’m going to discuss how experiential value affects experiential marketing and consumer behaviors.
In this research,500 copies of the questionnaire were distributed to the customers in SPA centers;498 copies were collected,and 438 copies are valid.The returning rate is 99%.After analyzing the questionnaires using spss15.0 and LISREL8.7,the results of this research show the followings.
A: Experiential value has a meditational relationship with experiential marketing and consumer behavioral intentions.
B: Experiential marking and experiential value have the following related rela-tionships.
1. The relationship between experiential marketing and service superiority.
Senses,emotions,actions,and related experience have a positive relationship with service superiority.
2. The relationship between experiential marketing and beauty value
Emotions and actions have a positive relationship with beauty value.
3. The relationship between experiential marketing and interest value
Senses,emotions,actions,and related experiences have a positive relationship with interest value.
C. Experiential value has a positive relationship with consumer behavioral inten-tions.
Keyword:experiential marketing、experiential value、Behavioral intentions

中文摘要 ••••••••••••••••••••• iv
英文摘要 ••••••••••••••••••••• v
誌謝辭  ••••••••••••••••••••• vi
內容目錄 ••••••••••••••••••••• vii
表目錄  ••••••••••••••••••••• ix
圖目錄  ••••••••••••••••••••• x
第一章  緒論••••••••••••••••••• 1
  第一節  研究背景•••••••••••••••••••••1
  第二節  研究問題及研究目的•••••••••••• 3
  第三節  研究範圍•••••••••••••••••••• 7
第二章  文獻探討•••••••••••••••••••••••• 8
  第一節  體驗行銷•••••••••••••••••••• 8
  第二節  體驗價值•••••••••••••••••••• 23
  第三節  顧客行為意圖••••••••••••••••• 35
  第四節  服務業特性•••••••••••••••••••40
第五節 SPA現況與歷史•••••••••••••••44
第三章  研究方法••••••••••••••••••••••••55
  第一節 研究架構••••••••••••••••••••55
  第二節  研究假設••••••••••••••••••••56
第三節 研究變數與測量工具•••••••••••72
第四節 研究樣本••••••••••••••••••••76
第五節 資料來源及資料收集方法•••••••77
第六節 資料分析方法••••••••••••••••78
第四章  資料分析••••••••••••••••••••••••81
  第一節  基本資料分析••••••••••••••••• 81
  第二節  信度與效度分析(CFA)•••••••••• 85
  第三節  結構方程模式分析(SEM)•••••••••94
  第四節  假設檢定••••••••••••••••••••100
第五章 結論與建議••••••••••••••••••••••106
  第一節  研究結果••••••••••••••••••••106
  第二節  管理實務上的建議•••••••••••••109
第三節 後續研究建議••••••••••••••••111
第四節 研究限制••••••••••••••••••••111
文獻參考•••••••••••••••••••••••••••••••••113
  中文部份•••••••••••••••••••••••••••••113
  英文部份•••••••••••••••••••••••••••••126
附錄—研究問卷範例••••••••••••••••••••••••155

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