臺灣博碩士論文加值系統

隨著政府實施週休二日，民眾增加了休閒時間，主題樂園開始蓬勃發展，遊樂園業者藉由打造具有特色的主題跟環境，讓遊客感受到滿意進而吸引遊客。綜上所述，引發本研究進一步以主題遊樂園做為主題，本研究目的如下：(1)不同遊客背景屬性之間是否影響、體驗價值、滿意度、承諾、忠誠度。(2)體驗價值跟遊客滿意關係。(3)體驗價值與遊客承諾關係。(4)體驗價值與遊客忠誠度關係。(5)遊客滿意與承諾為體驗價值與遊客忠誠度之仲介變項。
本研究針對有主題遊樂園的顧客為主要研究對象，藉由蒐集文獻資料加以探討，以體驗價值、滿意度、承諾、忠誠度等衡量構面，採用網路問卷方式和實地發放進行問卷發放調查，再以統計方法SPSS12.0和AMOS17.0進行分析遊樂園體驗價值、滿意、承諾與忠誠度之關聯性研究，並驗證各衡量構面之間之關係，以作為遊樂園業者經營方向與參考建議。
本研究總共回收401份，有效問卷有329份，回收率達82%。經實證分析結果發現：(1) 不同遊客背景變項、消費經驗對體驗價值、滿意、承諾與忠誠度存在顯著差異。(2)主題遊樂園體驗價值與顧客忠誠度具正向關係。(3)主題遊樂園體驗價值與顧客滿意度具正向關係。(4)主題遊樂園體驗價值與遊客承諾具正向關係。(5)主題遊樂園遊客滿意與遊客忠誠度具正向之關係。(6)主題遊樂園遊客承諾與遊客忠誠度具正向之關係。(7)主題遊樂園遊客滿意與遊客承諾為體驗價值與遊客忠誠度之中介變項。

After the government implemented the two-day weekend policy in Taiwan, people had more leisure time, which stimulated the construction of an increasing number of theme parks. These theme parks attracted visitors by offering recreational facilities &; environments with distinctive themes that satisfy customers’ dem&;s. This phenomenon inspired us to conduct a study examining theme parks. The purpose of this study was to explore: (1) Whether differences in visitor background &; consumer experience attribute an influence to a theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty. (2) The relationship between theme park experience value &; level of visitor satisfaction. (3) The relationship between theme park experience value &; visitor commitment. (4) The relationship between theme park experience value &; visitor loyalty. (5) Level of visitor satisfaction &; visitor commitment are the mediating variables between theme park experience value &; visitor loyalty.
Theme park visitors are chosen as the objects of this study, and through literature reviews, constructs including theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty are identified. Questionnaires are conducted by both online &; the study objects, and the collected questionnaires are compiled by utilizing SPSS12.0 &; AMOS17.0 to analyze the relationship between theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty &; verify the relationships among the above constructs are verified to pinpoint business direction &; provide recommendations for theme park operators.
401 questionnaires are collected. 329 of them are effective questionnaires, &; the return ratio is 82%. After empirical analyses, the following results are verified: (1) Significant discrepancies are observed among influences that different visitor background attribute has on theme park experience value, level of visitor satisfaction, visitor commitment &; visitor loyalty. (2) Theme park experience value is positively correlated with visitor loyalty. (3) Theme park experience value is positively correlated with level of visitor satisfaction. (4) Theme park experience value is positively correlated with visitor commitment. (5) Level of visitor satisfaction is positively correlated with visitor loyalty. (6) Visitor commitment is positively correlated with visitor loyalty. (7) Level of visitor satisfaction &; visitor commitment are mediating variables between theme park experience value &; visitor loyalty.

中文摘要 i
英文摘要 iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 x
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍及對象 3
1.4 研究流程 3
1.5 研究大綱 4
二、 文獻探討 6
2.1 主題遊樂園 6
2.2 體驗價值 10
2.3 滿意 14
2.4 忠誠度 16
2.5 承諾 19
2.6 研究假說與推論 21
三、 研究方法 27
3.1 研究架構 27
3.2 問卷設計 28
3.3 抽樣設計 32
3.4 資料分析方法 36
四、 研究分析與結果 40
4.1 描述性統計分析 40
4.2 遊樂園產業分析 42
4.3 T檢定 43
4.4 單因數變異數分析 44
4.5 信度與效度分析 56
4.6 結構模型之適配度檢定 58
4.7 研究假設驗證 60
4.8 模型仲介效果檢定 61
4.9 研究假說檢定結果 63
五、 結論與建議 64
5.1 研究結論 64
5.2 管理意涵 65
5.3 研究限制 66
5.4 後續研究建議 67
參考文獻 68
附錄-正式問卷 74
作者簡歷 77

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