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研究生:洪群翔
研究生(外文):Chun-hsiang Hung
論文名稱:台灣馬術活動經營型態及馬術俱樂部消費者服務體驗與忠誠度之關係
論文名稱(外文):Examining operational patterns of equestrian activities and relationship between service experiences and loyalty among consumers of equestrian clubs in Taiwan
指導教授:李宗鴻李宗鴻引用關係柳永青柳永青引用關係
指導教授(外文):Tsung Hung LeeYung-Ching Liu
學位類別:博士
校院名稱:國立雲林科技大學
系所名稱:管理研究所博士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:103
中文關鍵詞:馬術俱樂部服務體驗俱樂部管理經營型態忠誠度
外文關鍵詞:Equestrian clubClub managementBusiness and administration patternService experienceLoyalty
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在美國、英國、法國、澳洲等國家,馬是許多人日常生活中的一部分,包括收看電視轉播的馬術比賽,出席馬術表演及其相關的活動,規律的學習馬術或在馬術產業工作。而台灣雖非主要產馬國家,但不論在都市還是鄉村卻皆有馬術俱樂部的成立,顯示馬術活動在台灣具有一定的潛在市場。本研究旨在探討我國之馬術活動經營型態,並驗證消費者服務體驗與忠誠度間的關係。利用田野考察及現場問卷調查收集資料,以SPSS 17.0進行敘述性統計分析,以LISREL 8.70進行驗證性因素分析及結構模式分析。研究結果顯示目前全台約有四十家經營馬術活動的業者,其經營型態可分成四大類(馬術俱樂部、馬術寄養、馬匹治療及觀光馬場),其中以馬術俱樂部經營型態共21家數量最多。實證分析結果顯示,馬術活動消費者態度忠誠度顯著及正向的直接影響行為忠誠。馬術活動消費者服務體驗中的設施構面顯著的直接影響態度忠誠度,間接影響行為忠誠度。馬術活動消費者服務構面顯著的直接影響態度忠誠度,間接影響行為忠誠度。研究結果可提供後續研究及俱樂部經營管理者之參考。
In United States, England, France, and Australia, the horse touches upon the lives of so many people on a regular basis, some people watching racing on television or going to equine shows, and the others riding regularly or occasionally, even working in the horse industry. Although Taiwan is not a major breeding horses country, but there are many equestrian clubs in the rural areas and cities. These illustrate that the equestrian activities in Taiwan is a potential market. This study aims to explore the business and administration pattern of equestrian enterprises as well as to examine the relationship between service experience, attitudinal loyalty and behavior loyalty using the samples of equestrian recreationists. Data collection was performed by using field survey and on-site questionnaire survey. Descriptive statistics were analyzed by using SPSS 17.0 for Windows. Confirmatory factor analysis and structural equation model analysis were performed using LISREL 8.70 for Windows. The results indicated that approximately 40 equestrian enterprises distributed widely in Taiwan. The business and administration type had been classified as four types: equestrian club, foster care, hippotherapy, and horse ranch, in which the equestrian club is the dominant in recreationists. Analytical results indicated that facility dimension positively and significantly affected attitudinal loyalty directly and behavioral loyalty indirectly. Service experience positively and significantly affected attitudinal loyalty directly, in turn, affected behavioral loyalty indirectly. Attitudinal loyalty mediated the relationship between service experience and behavioral loyalty. The paper concludes by identifying the conceptual relationships and discussing the practical management implications of the findings.
中文摘要.......................................................................i

英文摘要.......................................................................ii

誌謝.........................................................................iii

目錄..........................................................................iv

表目錄.........................................................................vi

圖目錄........................................................................vii

第一章 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.................................................................7

第二章 文獻回顧.................................................................9

第一節 俱樂部..................................................................9

第二節 忠誠度.................................................................18

第三節 服務體驗................................................................21

第四節 服務體驗與忠誠度之關係....................................................23

第五節 實證架構...............................................................25

第三章 研究方法................................................................27

第一節 研究對象................................................................27

第二節 問卷調查................................................................38

第四章 研究結果................................................................44

第一節 人口統計變數之分布........................................................44

第二節 測量模式評估.............................................................44

第三節 整體模式評估.............................................................46

第四節 模式路徑分析.............................................................49

第五章 討論...................................................................52

第一節 馬術活動產業現況..........................................................52

第二節 馬術俱樂部消費者模式的建立..................................................53

第三節 馬術俱樂部消費者人口統計變數特性.............................................56

第六章 結論與建議...............................................................58

第一節 結論...................................................................58

第二節 建議...................................................................59

參考文獻.......................................................................63

附錄..........................................................................88
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