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研究生:陳泱霖
研究生(外文):Yang-lin Chen
論文名稱:美食體驗與消費者行為意圖之分析研究-以實體餐飲與部落格為例
論文名稱(外文):An Analysis of Experience and Consumer Behavior Intention--An Example of Chinese Restaurant and Beverage Blog''s
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-shang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:63
中文關鍵詞:行為意圖滿意度體驗部落格美食部落格
外文關鍵詞:SatisfactionBlogFood BlogBehavior IntentionExperience
相關次數:
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  隨著網路技術發展與進步,人與人之間的溝通與資訊蒐集不再拘限於傳統媒體的限制並產生網路社群之平台。近年來美食為人們生活上關注的議題,根據創市際部落格使用意見調查報告顯示,美食資訊與旅遊資訊為網友想在部落格上知道的資訊,並且透過品嘗美食與過程分享,以部落格平台加以記錄,成為透過部落格分享消費經驗與蒐集美食相關資訊。
 
  部落格之使用者最常使用部落格功能依序為:瀏覽、發表、回應。本研究以近期使用過美食部落格的使用者為研究對象,目的在於了解目前美食部落格之網站特性對體驗與滿意度,是否產生行為意圖影響與未來行銷型態和契機作為餐飲業參考。
 
  本研究透過網路問卷的方式進行施測,總計回收250份,有效回收211份,有效回收率為84%並進行統計分析,結果發現美食部落格之網站特性對使用者體驗、滿意度有正向影響;體驗顯著正向直接影響使用者滿意度,並負向直接影響使用者的行為意圖,但透過中介因子滿意度正向間接影響行為意圖後,整體效果上仍會顯著正向影響。
  The food is the priority in everyday life of people. Due to the advanced technology and media, there is no more restriction of the flow communication and information. Recently, people pay much attention, and discussing in gourmets. According to the survey of InsightXplorer, it shown that the gourmet and traveling information is the most interested for those who surfing on the Internet. Some people sharing the experience and reflection of gourmet on blogs.
 
  It becomes a popular way for people to interact with others who is interested. The most exercised function for those blog users is Browsing, Posting and Replying. The research here is sampling from those who are using gourmet blog recently, and try to realize that if there is influence to behavior intention and marketing patterns and opportunity by different features of variety of gourmet blogs.
 
  Through online and written questionnaires, 211 is valid from retrieved 250, 84% is valid for the statistic analysis. The result showed that the features of variety gourmet blogs are positive to the user experience and satisfaction; the experience is positive to the user satisfaction, and negative to the behavior intention, but if we take mediator of consideration, it still came out the positive result.
中文摘要 i
英文摘要 ii
目錄 iii
表目錄 v
圖目錄 vi
 
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 研究流程 2
 
第二章 文獻探討 4
2.1 忠誠度 4
2.2 消費者動機 4
2.3 部落格的網站特性 5
2.4 行為意圖 7
2.5 體驗 8
2.6 滿意度 10
2.7 科技接受模式(Technology Acceptance Model, TAM) 11
 
第三章 研究方法 13
3.1 研究一 實體餐飲消費者行為之市場分析研究 13
3.1.1 研究變項操作性定義與衡量問項 13
3.1.2 資料收集 14
3.1.3 理論模型 16
3.1.4 研究結果與分析 17
3.2 研究二 美食部落格體驗之行為研究 26
3.2.1 研究變項操作性定義與衡量問項 26
3.2.2 資料收集 27
3.2.3 理論模型 28
3.2.4 研究結果與分析 28
 
第四章 結論與建議 38
4.1 結論 38
4.2 研究一 實體餐飲消費者行為之市場分析研究 38
4.2.1 研究結論 38
4.2.2 建議 39
4.3 研究二 美食部落格體驗之行為研究 40
4.3.1 研究結論 40
4.3.2 後續研究建議 41
4.4 研究限制 42
 
參考文獻 44
一、中文部份 44
二、英文部份 46
 
附錄一 研究一問卷 57
附錄二 研究二問卷 60
 
個人簡歷 63
 
表目錄
表3.1 操作性定意、衡量問項及參考文獻 14
表3.2 消費者基本資料表 16
表3.3 各變數因素分析及信度檢定表 18
表3.4 消費者體驗與消費者動機、消費者滿意度及再購意願之迴歸分析 20
表3.5 消費者動機與消費者滿意度、再購意願之迴歸分析 20
表3.6 消費者滿意度與再購意願之迴歸分析 21
表3.7 性別在各構面的差異 22
表3.8 年齡在各構面的差異 22
表3.9 教育在各構面的差異 23
表3.10 職業在各構面的差異 24
表3.11 薪資在各構面的差異 24
表3.12 變項操作型定義、衡量問項及參考文獻 26
表3.13 本研究之收斂效度分析 30
表3.14 研究構面之區別效度分析 30
表3.15 各構念題項之驗證性因素分析 32
表3.16 整體模式適配分析結果 34
表3.17 結構模型路徑係數值彙整表 35
表3.18 直接、間接效果與總效果 37
  
圖目錄
圖1.1 研究流程圖 3
圖2.1 科技接受模式(TAM) 12
圖3.1 研究架構 17
圖3.2 體驗程度─滿意度水準分析 25
圖3.3 研究架構 28
圖3.4 結構化模型路徑分析結果 36
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3.吳憲政(民 96),部落格採用滿意度及其意向之研究,國立高雄第一科技大學資訊管理碩士論文。
 
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7.林心慧(民 91),網站信任、網站體驗與網站忠誠度之影響路徑:結構方程模式,資訊管理展望期刊,第4卷,第1期,1-13頁。
 
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11.創市際市場研究顧問公司(民 94),部落格使用意見調查研究報告(一),取自:http://www.insightxplorer.com/specialtopic/blog_1031_05.html
 
12.創市際市場研究顧問公司(民 94),部落格使用意見調查研究報告(二),取自:http://www.insightxplorer.com/specialtopic/blog_1031_05.html
 
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