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研究生:洪梨雪
研究生(外文):Li-Hsueh Hung
論文名稱:體驗行銷、體驗價值與行為意向相關性研究-以Haagen-Dazs為例
論文名稱(外文):The Effect of the Relationships among Experience Marketing, Experiential Value and Behavioral Intention - A Case Study of Haagen-Dazs
指導教授:廖鴻圖廖鴻圖引用關係方孝華方孝華引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊管理學研究所(含碩專班)
學門:電算機學門
學類:電算機一般學類
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:96
中文關鍵詞:體驗行銷體驗價值行為意向
外文關鍵詞:Experience MarketingExperiential ValueBehavioral Intention
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消費者的生活水準提升,消費者在滿足物質需求後,進而追求精神上的享受。消費者到餐廳除了享用美食,更重視消費過程中所得到的體驗以及情感觸動與心靈刺激。在體驗行銷進入體驗經濟的環境下,業者需讓消費者從生活與情境當中感受到體驗價值,並進而影響消費者的消費行為決策。
本研究旨在探討體驗行銷與體驗價值不同概念間的因果關係,以及體驗價值影響行為意向的相關性。本研究以消費者涉入程度作為中介因子,並以學者提出的體驗行銷、體驗價值及行為意向做為研究的理論基礎。
本研究採用問卷調查法及迴歸分析,研究對象為H?饞gen-Daze冰淇淋的消費者。研究結果發現,體驗行銷各構面之間皆呈現顯著正相關;在「消費者涉入程度」對體驗行銷與體驗價值不具有中介效果;體驗價值與行為意向呈現顯著正相關。
As consumers have raised their standard of living, they are satisfied with the material needs and thus pursue spiritual enjoyment. Consumers would enjoy a feast in a restaurant not only because of the delicacy but emphasize on consumer experience obtained during the spiritual and emotional stimulation. As experiential marketing has evolved into the experiencial economy, the industry needs to let consumers feel the experienced value through their first contact, and in turn affects the consumers’ decision.
This thesis is aimed at discussing the different concepts of experiential marketing and experiential value; and also their causal relationship. How the experiential value impacts the behavioral intention is also addressed. The degree of consumer involvement is proposed as an intermediary factor between experiential marketing and experiential value with reference to theoretical basis from experiential marketing, experiential value, and behavior intention researches.
Questionnaires were utilizes and statistical regression analysis was used in the study of H?饞gen-dazs ice-cream consumers. The results showed significance positive correlation among the various dimensions of experiential marketing; furthermore, experiential value and behavioral intentions were positively correlated. However, the intermediary factor of consumer involvement between experiential marketing and experiential value was insignificant.
誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究對象與範圍 2
1.4 研究程序 3
1.5 論文架構 3
第二章 文獻探討 5
2.1 體驗行銷與顧客滿意度相關性探討 5
2.2 台北市運動主題餐廳消費者體驗行銷與體驗價值之研究 10
2.3 體驗行銷、體驗價值與顧客忠誠度之研究 12
2.4 體驗行銷、價值知覺、消費情境與行為意向關係之探討 15
第三章 相關理論與技術 19
3.1 體驗行銷 19
3.2 消費者涉入程度相關理論 22
3.3 體驗價值 24
3.4 行為意向 29
3.5 H?饞gen-Dazs 31
第四章 研究設計 33
4.1 研究架構 33
4.2 研究假設 33
4.3 變數之操作性定義與衡量 34
4.4 抽樣方法 37
4.5 問卷設計 37
第五章 資料分析與結果 41
5.1 基本資料敘述性統計分析 41
5.2 信度與效度分析 43
5.2.1 體驗行銷 45
5.2.2 消費者涉入程度 46
5.2.3 體驗價值 48
5.2.4 行為意向 49
5.3 基本資料與各構面分析 50
5.3.1人口統計變數與對體驗行銷顯著性分析 50
5.3.2人口統計變數與消費者涉入程度顯著性分析 55
5.3.3人口統計變數與體驗體值顯著性分析 60
5.3.4人口統計變數與行為意向顯著性分析 64
5.4 各構面相關迴歸分析 66
5.4.1體驗行銷對體驗價值之影響因素 66
5.4.2消費者涉入程度為中介變數對體驗價值之影響因素 66
5.4.3體驗價值對行為意向之影響因素 67
5.5 小結 68
第六章 結論與未來研究 70
6.1 結論 70
6.2 未來研究 72
參考文獻 74
附錄:本研究問卷 80
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