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研究生:陳怡如
研究生(外文):Yi-Lu Chen
論文名稱:互動接觸、體驗價值與正面情緒、顧客滿意、再訪意圖之關係探討-以士林觀光夜市為例
論文名稱(外文):A Study on the Relationship among Interactive Encounter, Experiential Value and Positive Emotion, Customer Satisfaction, Revisit Intention: Using Shilin Night Market as an Example
指導教授:洪廣朋洪廣朋引用關係
指導教授(外文):Kuang-Peng Hung
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系碩士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:83
中文關鍵詞:正面情緒體驗價值互動接觸
外文關鍵詞:Positive EmotionExperiential ValueInteractive Encounter
相關次數:
  • 被引用被引用:2
  • 點閱點閱:348
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來國外遊客來臺觀光人次逐年在增加,其中大陸遊客來臺人次的成長趨勢最為快速。而在所有的觀光地點中,夜市幾乎是國外旅客來台的必逛之地。因此本研究特以此作深入探討,了解臺灣遊客與大陸遊客在士林觀光夜市內所產生的環境互動接觸、人際互動接觸、體驗價值、正面情緒、顧客滿意與再訪意圖間的關係,透過此了解,最終達到遊客到士林夜市的再訪意圖之提升。本研究之結果顯示人潮擁擠、氣氛會正向影響體驗價值;氣氛會正向影響正面情緒。遊客與服務人員互動會正向影響體驗價值以及正向情緒;遊客與同行者互動也會影響正面情緒。而體驗價值與正面情緒各自會正向影響顧客滿意;顧客滿意最終會再影響再訪意圖。因此應透過夜市之人潮擁擠、氣氛、遊客與服務人員互動以及遊客與同行者互動,幫助最終提高遊客的再訪意圖。
Recently, the numbers of foreign tourists visiting Taiwan have increased year by year, especially for the numbers of Chinese tourists which have increased the fastest. In all of the tourist attractions, night market, for most foreign tourists, is definitely the most popular place to visit. Therefore, this study focuses on how Taiwanese tourists and Chinese tourists make the relationship among the interactive encounter of environment and people, experiential value, positive emotion, satisfaction and revisit intention in Shilin Night Market. Through this investigation, I further intend to achieve promotion of the tourist’ revisit intention to Shilin Night Market. The result of this study shows that human crowding and atmosphere have effect on experiential value. Atmosphere has positive effect on positive emotion. Tourists’ interactions with service employees have effect on experience value and positive emotion; moreover, tourists’ interactions with other companion also affect tourists’ positive emotion. Furthermore, experience value and positive emotion have effect on consumer satisfaction, which ultimately dominates revisit intention. As a result, improving human crowding, atmosphere, tourists’ interactions with service employees and tourists’ interactions with other companion of night market is the most effective way to raise the tourists’ revisit intention.
目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究流程 2
第二章 文獻回顧 4
2.1夜市 4
2.2環境互動接觸 4
2.2.1擁擠 5
2.2.2氣氛 6
2.2.3標誌 6
2.3人際互動接觸 7
2.3.1遊客與服務人員互動 7
2.3.2遊客與其他遊客互動 7
2.3.3遊客與同行者的互動 8
2.4體驗價值 9
2.4.1卓越服務 10
2.4.2美學 10
2.4.3消費者的投資報酬 10
2.4.4 趣味性 10
2.5正面情緒 10
2.6顧客滿意 11
2.7再訪意圖 11
第三章 研究方法 12
3.1 研究架構 12
3.2 研究假說推論 13
3.2.1環境互動與體驗價值之關係 13
3.2.2人際互動與體驗價值之關係 14
3.2.3環境互動與正面情緒之關係 16
3.2.4人際互動與正面情緒之關係 17
3.2.5體驗價值與顧客滿意之關係 18
3.2.6正面情緒與顧客滿意之關係 18
3.2.7顧客滿意與再訪意圖之關係 19
3.3操作型定義與問項 19
3.3.1環境互動接觸之操作型定義與量表編制 19
3.3.2人際互動接觸之操作型定義與量表編制 21
3.3.3體驗價值之操作型定義與量表編制 23
3.3.4正面情緒之操作型定義與量表編制 25
3.3.5顧客滿意之操作型定義與量表編制 26
3.3.6再訪意圖之操作型定義與量表編制 27
3.4問卷設計 27
3.5資料分析方法 27
第四章 資料分析 29
4.1敘述性統計分析 29
4.1.1問卷回收情形 29
4.1.2基本資料分析 29
4.1.3 敘述性統計 32
4.2 研究變數衡量分析 41
4.2.1 KMO與Bartlett檢定 41
4.2.2信度檢定與效度檢定 42
4.3 迴歸分析 47
4.3.1 迴歸診斷 47
4.3.2 假說檢定 48
第五章 結論與建議 56
5.1研究結論 56
5.2實務建議 58
5.3研究限制 59
參考文獻 60
附錄 問卷 71
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中文部分
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3.巫喜瑞(2006)。赴國外旅遊團顧客互動事件評價與影響因素之研究。戶外遊憩研究。
4.李盈蒂(2006,6月)。餐飲服務業消費者體驗對顧客反應之影響-體驗行銷之觀點。國立東華大學企業管理學系研究所碩士論文。
5.沈慶龍、張正昌(2008)。探討體驗價值的前因因子及其對顧客滿意度之影響。行銷評論,5(4),575-602。
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7.陳順宇(2009)。迴歸分析(初版)。台北:華泰出版社。
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9.顏家芝(2002)。由環境體驗的角度探討夜市特質與其影響因素。戶外遊憩研究,15(4),1-25。
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