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研究生:侯欣妤
研究生(外文):Shin-yu Hou
論文名稱:婚紗消費的顧客參與和幸福感:紮根理論法之研究
論文名稱(外文):Customer Participation and Well-being Perception in Bridal Photography Services: A Grounded Theory Approach
指導教授:黃淑琴黃淑琴引用關係
指導教授(外文):Shu-chin Huang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:84
中文關鍵詞:紮根理論消費幸福感參與行為婚紗攝影
外文關鍵詞:consumer happinessparticipation behaviorwedding photographygrounded theory
相關次數:
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婚紗攝影產業是中國人特有的攝影模式,不僅被視為文化創意產業,也是一種強調幸福感的服務業。經濟學將消費幸福感視為是個體在各種需求上的滿足問題,而行銷領域則聚焦在如何影響顧客的購買意願。新人不僅是顧客也是投入資源,其參與行為又能否對消費幸福感產生直接的影響?為此,本研究應用紮根理論取樣兩組新人、服務者、親友等供需雙方,歷經服務購買、攝影服務等程序的觀察與追蹤訪談,目的在挖掘新人的消費過程中,如何透過參與行為影響或創造消費幸福感。
研究結果顯示:(1)消費幸福感複合認同感、歸屬感、超值感、滿意、成長、以及正向情感等正向感受;(2)有助創造消費幸福感的參與行為包括事前準備、配合行為、以及關係經營;(3)個人資源、服務資源、社會與心理需求、以及達成消費目標都是影響顧客參與行為的重要因素。
Wedding photography is a service that is particularly valued among Chinese people. The wedding photography industry is viewed as a cultural and creative industry, as well as a service industry that emphasizes happiness. Economics views consumption as a means of satisfying individuals’ need for happiness, while the field of marketing focuses on how to affect the purchase intentions of consumers. In the wedding photography context, newlyweds are not simply customers but also deeply invested participants, and so the question arises: Is their participation behavior able to directly affect their own happiness as consumers? To answer this question, the present study applied the grounded theory to sample two groups of newlyweds, their friends and family members, and service personnel, and to observe and conduct interviews after specific activities such as service purchases and photography sessions. The overall purpose of these investigations was to discover how newlyweds affect or create consumer happiness through participation behavior during the consumption process.
The research results showed that (1) consumer happiness consists of positive feelings and concepts such as identification, a sense of belonging, premium value, satisfaction, growth, and positive affect; (2) participation behaviors that help create consumer happiness include preparation, cooperation, and relationship management; (3) personal resources, service resources, the needs of social and physiological, and the need to achieve the consumption purpose personal cognitions are all important factors that affect customer participation behavior.
摘要 I
Abstract II
謝誌 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第貳章 文獻探討 5
第一節 幸福感 6
第二節 婚紗攝影消費 17
第三節 顧客參與 22
第參章 研究方法 32
第一節 研究設計 32
第二節 研究對象 33
第三節 訪談題目設計 37
第四節 資料蒐集 39
第五節 分析方法 39
第六節 信賴度的考量 42
第肆章 資料分析與結果 45
第一節 個案背景概述 45
第二節 消費幸福感 47
第三節 顧客參與行為 55
第四節 影響顧客參與行為之因素 62
第伍章 結論與建議 69
第一節 研究發現與結論 69
第二節 實務建議 72
第三節 研究限制與後續研究建議 75
參考文獻 76
一、中文部分 76
二、英文部分 79

表目錄
表2.1 幸福感相關名詞之意涵 ........................................................................... 7
表2.2 婚紗攝影消費之相關研究 ..................................................................... 20
表2.3 顧客參與定義彙整表 ............................................................................. 23
表2.4 顧客參與之相關研究表 ......................................................................... 30
表3.1 訪談對象設計 .......................................................................................... 34
表3.2 受訪者基本資料-新人、親友 ............................................................. 35
表3.3 受訪者基本資料-婚紗攝影師、門市顧問/新娘秘書 ....................... 36
表3.4 第一階段問卷大綱-資訊需求期 ......................................................... 37
表3.5 第二階段問卷大綱-消費體驗期 ......................................................... 38
表3.6 第三階段問卷大綱-成果展現期 ......................................................... 38
表3.7 編碼過程三步驟之範例 ......................................................................... 41
表4.1 消費幸福感之內涵 ................................................................................. 54
表4.2 顧客參與行為之核心概念 ..................................................................... 62
表4.3 影響顧客參與行為之因素 ..................................................................... 68
表5.1 婚紗攝影消費之服務焦點與缺口 ......................................................... 73


圖目錄
圖1.1 研究流程 ................................................................................................... 5
圖2.1 婚紗攝影消費的三個階段 ..................................................................... 19
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