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研究生:李慶華
研究生(外文):Lee, Chin-Hwa
論文名稱:智慧手機軟體體驗對消費者影響
論文名稱(外文):The Influence of Personality Experience on Smartphone Application
指導教授:廖國雄廖國雄引用關係
指導教授(外文):Liao, Kuo-Hsiung
學位類別:碩士
校院名稱:元培科技大學
系所名稱:數位創新管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:67
中文關鍵詞:行動應用程式App體驗行銷人格特質顧客滿意度
外文關鍵詞:Mobile Application (App)Experiential MarketingPersonality TraitsCustomer Satisfaction
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行動通訊市場已由2G 和2.5G 轉變到3G 及 4G 的環境。自從2007年6月Apple推出iPhone在美上市後,帶動了手機用觸控面板的商機,更是顛覆既有手機廠商多功能設計,重新量身訂制全新設計架構採用手指觸控技術與圖形介面操作模式。現有消費者對於各品牌廠商就顯得相當重要,除了需要維持較高的顧客滿意度外,也必須將其滿意度化為實際的忠誠行為,進而鞏固市占率,以強化自身的競爭能力;因此對於使用者的體驗行銷及人格特質是否成為顧客滿意度之影響因素進而強化其未來購買的意願,是一個值得研究探討的問題。本研究結合Schmitt(1999)所提出的策略體驗模組及McCrae & Costa(1985)所提出人格特質的五大因素作為研究之構面,來探討其對消費者使用智慧手機行動應用程式APP滿意度之影響。本研究問卷調查法,對使用過智慧型手機行動應用程式APP 之使用者進行調查,並以SPSS 17.0 及 Smart PLS2.0軟體等方法進行分析。研究結果顯示感官體驗、思考體驗、關聯體驗、行動體驗、會正向影響顧客滿意度。另人格特質中的和善型及神經型對顧客滿意度亦有正向影響。
Mobile communications market has been changing from 2G and 2.5G to 3G and 4G environments. In June 2007, Apple Inc. introduced the iPhone, it is not only created the new business on mobile phones with multi-touch interface but also changed that functional design which use of a large touchscreen for direct finger input and Graphical interface operation system of manufacturers. There are very important on customer satisfaction and loyalty to strengthen their competitiveness for manufacturers. Therefore, we study how impact of experience and personality traits affected customer satisfaction and change that purchase intention in the future. During this research adopt experiential strategy module and Five Major Model for influence of smartphone App. For research purposes, the analytical software is SPSS 17.0 and SmartPLS 2.0. This result showed that Sense, Think, Act, Relate experience have direct positive impact on customer satisfaction significantly. Besides, there were significant positive impacts for the agreeableness and neuroticism personality traits.
第一章 緒 論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 7
第二章 文獻探討 8
2.1 體驗行銷 8
2.2 人格特質 16
2.3 顧客滿意度(customer satisfaction) 21
2.4 智慧型手機應用程式 (App)軟體 24
2.5 知覺價值(Perceived Value) 26
2.6 購買意願(purchase intentions) 27
第三章 研究方法 29
3.1 研究架構 29
3.2 研究對象與設計 30
3.3 研究假設 30
第四章 資料分析 32
4.1 研究樣本基本資料 32
4.2 樣本回收狀況與結構分析 33
4.2 測量模式分析 35
第五章結論與建議 41
5.1. 結論 41
5.2. 建議 43
參考文獻 47
一、英文部分 47
二、中文部分 53
附 錄 一 55
附 錄 二 59


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二、中文部分
1. 袁薏樺(2003),體驗行銷、體驗價值與顧客滿意關係之研究,碩士論文,國立台北科技大學商業自動化與管理研究所。
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3. 邱媞(2003),體驗行銷模式與其遊客行為之實證研究,碩士論文,中國文化大學觀光事業研究所
4. 洪健文、陳鑑伊,2011。「智慧型手機顧客滿意因素與忠誠度關係探討」,商業現代化學刊,6(1),229 -250
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