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研究生:張以澤
研究生(外文):Yi-Tse Chang
論文名稱:文化認同對體驗價值、懷舊情感與滿意度之影響-以國立故宮博物院旅客為例
論文名稱(外文):A Study of The Effects of Cultural Identity on Experiential Value, Nostalgia and Satisfaction -Taking National Palace Museum Tourist as Example
指導教授:巫喜瑞巫喜瑞引用關係
指導教授(外文):Cedric Hsi-Jui Wu
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:2012
畢業學年度:100
論文頁數:124
中文關鍵詞:文化認同體驗價值產品知識服務接觸要素懷舊情感顧客滿意度購買意圖再訪意圖
外文關鍵詞:Cultural IdentityExperiential ValueProduct KnowledgeService EncounterNostalgiaPurchase IntentionRe-patronage Intention
相關次數:
  • 被引用被引用:18
  • 點閱點閱:1022
  • 評分評分:
  • 下載下載:264
  • 收藏至我的研究室書目清單書目收藏:1
有鑑於近年來文化產業發展蓬勃,但國內對於文化認同影響旅客體驗的研究尚不充足,因此本研究以文化認同作為主軸,探討其對體驗價值、懷舊情感之影響,並加入不同的變數,豐富整個研究架構。基於國立故宮博物院為台灣地區最具代表性的文化展館,故本研究以國立故宮博物院的旅客作為研究對象。綜合本研究實驗發現結果如下:
一、 產品知識對文化認同、體驗價值皆有顯著正向影響。
二、 服務接觸要素對體驗價值、懷舊情感、顧客滿意度皆有顯著正向影響。
三、 文化認同對體驗價值、懷舊情感、購買意圖皆有顯著正向影響。
四、 體驗價值、懷舊情感對顧客滿意度皆有顯著正向影響。
五、 顧客滿意度對購買意圖、再訪意圖皆有顯著正向影響。
Recently, cultural industries have already well developed. There is few research in Taiwan which cultural identity is related to tourist experience; hence, this study is based on cultural identity to examine the effects on experiential value and nostalgia. In addition, this study also adds different variables to enrich the conceptual frameworks. National Palace Museum is the most representative museum in Taiwan, so this study focuses tourists, who visited National Palace Museum, as subjects. Trough data collection and analysis, the results show that (1) Product knowledge has apparent positive impact on cultural identity and experiential value. (2)Service Encounter has positive and significant effect on experiential value, nostalgia, and customer satisfaction. (3) Cultural identity has positive and significant effect on experiential value, nostalgia, and purchase intention. (4) Experiential value, nostalgia has positive and significant effect on customer satisfaction. (5) Customer satisfaction has positive and significant effect on purchase intention and re-patronage intention.
Keywords: Cultural Identity, Experiential Value, Product Knowledge, Service Encounter, Nostalgia, Customer Satisfaction, Purchase Intention, Re-patronage Intention.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 7
第一節 文化認同 7
第二節 體驗價值 13
第三節 懷舊情感 16
第四節 產品知識 18
第五節 服務接觸要素 21
第六節 顧客滿意度 25
第七節 購買意圖 26
第八節 再訪意圖 28
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假說推論 32
第三節 研究變數之概念型定義與衡量 39
第四節 問卷設計 49
第五節 資料蒐集方法 50
第六節 資料分析方法 57
第四章 資料分析與發現 59
第一節 敘述性統計 59
第二節 共同方法變異 62
第三節 信度分析 65
第四節 效度分析 70
第五節 整體模式衡量分析 78
第五章 結論與建議 87
第一節 研究結論 87
第二節 管理意涵與研究貢獻 89
第三節 研究限制 91
第四節 後續研究建議 92
參考文獻 93
附錄 109
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