(3.237.178.91) 您好!臺灣時間:2021/03/07 14:50
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:蔡忠軒
研究生(外文):Chung-Hsuan Tsai
論文名稱:S廚具生活館體驗行銷,產品涉入與購買意願關係之研究
論文名稱(外文):The study of the relationship among experiential marking,porduction involvement and purchase intention for Skitchen life store
指導教授:楊東震楊東震引用關係
指導教授(外文):Dong Jenn Yang
學位類別:碩士
校院名稱:義守大學
系所名稱:工業管理學系
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
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:58
中文關鍵詞:體驗行銷產品涉入購買意願
外文關鍵詞:experiential marketingproduct involementbuying willingness
相關次數:
  • 被引用被引用:1
  • 點閱點閱:704
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
在廚具市場上,早期廚房的設備只有排油煙機、瓦斯爐、熱水器,在生活不斷改良中,漸漸的增加了其他的設備,如:微波爐、烤箱、蒸爐、烘碗機、淨水器…等,再轉變為今日的複合式產品,如:微烤箱、蒸烤箱…等。消費者不論是對老舊廚房進行規劃或者是首次購買,影響消費者選擇的因素,往往決定在其對產品的認同度與過去之使用經驗,隨著體驗經濟時代的來臨,本研究以S廚藝生活館之消費者,探討消費者產品涉入與購買意願是否有關聯性?及體驗行銷是否能提升消費者購買意願?
本研究對象為S廚藝生活館之消費者,一共發放回收203份有效問卷。以SPSS22.0統計軟體,最後依據本研究目的需求與研究架構的假設,進行計量方法之資料分析與假設檢定。根據本研究的分析結果如下:一、建立消費者對於擁有該產品對於自我與產品之間的連結,使消費者清楚該產品的價值,了解其自我與購買意願之關係,使消費者能更貼近自我象徵的產品。並針對該目標消費族群推出適合其定位的產品如:高貴的、優雅的、高品質的,藉此增加消費者對於產品的認同,促使消費者產生購買意願。二、該門市內之產品陳列要營造出消費者視覺上產生正面印象的購物環境,並建立舒適的購物空間感,在門市所販售之產品能使消費者能與某個群體之間分享該產品,同時強化消費者內心之感性訴求。三、消費者在購買產品時,對於產品的認知程度會影響到購買意願,而複合式的產品在使用的認知上,消費者較不容易立即理解例如:想到要使用微烤箱、蒸烤爐消費者就會覺得在產品的操作上感到陌生。由此可建議,舉辦產品的說明會提供相關知識、並且提供產品體驗引起消費者使用產品的好奇心及分享其他人使用該產品的感想,以降低消費者的不輕鬆感。所以在門市進行產品銷售時,應著重於產品本身的價值做為銷售重點。


In the kitchen market, early kitchen equipment only exhaust range hood, gas stove, water heater, in continuous improvement of life, and gradually added other devices, such as microwave oven, oven, steam oven, dish dryer, Water Purifier ... , And then transformed into today''s complex products, such as: micro-oven, steaming box ... And so on. Consumers either planning or the old kitchen is first-time buyers, factors that affect consumer choice, often decides on the acceptance of its products and the experience of the past, with the advent of the experience economy, this study s cooking lifestyle consumers, consumer product involvement and willingness to buy is there a correlation? and experiential marketing can enhance the purchase intentions of consumers? Study this s cooking lifestyle consumers, issued altogether recycling 203 valid questionnaires. SPSS22.0 statistical software, final demand for the purpose of this study and the research framework of assumptions, quantitative methods of data analysis and Hypothesis Testing. According to the results of this study are as follows: first, a consumer owns the product for self and the link between the product, so that consumers know the value of the product, understand their relationship between themselves and purchase intentions, so that consumers can get closer to self symbol products. And the target consumer group to launch suitable for the positioning of products such as: noble, elegant, high quality, and to increase consumer recognition of the product, consumers '' purchase intentions. Second, the doors of local products on display to create visually have a positive impression of consumers shopping environment, and establish a sense of comfortable shopping space, in the retail sale of products to enable consumers to share between a group the product, at the same time strengthening consumers '' inner emotional appeals. Third, when consumers buy products, awareness of products will affect the willingness to buy, and composite products in use on cognitive, consumers are less likely to understand immediately, for example: the thought of using micro-oven, steaming cooker on the actions consumers will find in the product feel strange. Thus recommends that product description provides relevant knowledge, experience and provides products arouse the curiosity of consumers using the product and share the feelings of the others to use the product, to lower the consumer''s not relaxed feeling. So in retail product sales, should focus on the value of the product itself as selling points. Keywords: experiential marketing, product involvement, purchase intent

第一章 緒論
第一節 研究背景與動機∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙1
第二節 研究目的∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙2
第三節 研究流程∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙3
第二章 文獻探討
第一節 體驗行銷∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙4
第二節 產品涉入∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙6
第三節 購買意願∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙10
第四節 各項研究構面關係之探討∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙12
第三章 研究方法
第一節 研究架構∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙14
第二節 研究假說∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙14
第三節 抽樣對象∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙16
第四節 變數操作性定義與衡量∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙17
第五節 前測∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙19
第六節 資料分析方法∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙20


第四章 研究結果分析
第一節 基本資料分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙21
第二節 信度分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙23
第三節 相關係數分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙25
第五章 結論與建議
第一節 研究結論∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙37
第二節 研究建議∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙42
第三節 研究限制∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙43

參考文獻∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙44
附錄 正式問卷∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙48


表目錄
表2-1 傳統行銷與體驗行銷的比較∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙4
表2-2 體驗類型歸納∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙5
表2-3 購買意願之意涵∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙9
表3-1 體驗行銷構面∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙18
表3-2 產品涉入構面∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙19
表3-3 購買意願構面∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙20
表3-4 信度分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙20
表4-1 研究對象基本統計整理∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙23
表4-2 個變數Cronbach''s α值∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙25
表4-3 「產品涉入」與「購買意願」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙27
表4-4 「體驗行銷」與「購買意願」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙29
表4-5 「產品涉入」與「體驗行銷」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙30
表4-6 「產品涉入」與「體驗行銷中的感官體驗」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙31
表4-7 「產品涉入」與「體驗行銷中的情感體驗」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙32
表4-8 「產品涉入」與「體驗行銷中的思考體驗」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙33
表4-9 「產品涉入」與「體驗行銷中的行動體驗」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙34
表4-10 「產品涉入」與「體驗行銷中的關聯體驗」的影響迴歸分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙36

表5-1 研究假設驗證結果∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙37


圖目錄
圖1-1 研究流程∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙3


壹、中文部分
方怡堯(2002),溫泉遊客遊憩涉入與遊憩體驗關係之研究-以北投溫泉為例,
臺灣師範大學運動與休閒管理研究所未出版之碩士論文。
方世榮、張文賢(2006)。品牌關係之研究-前置因素、結果及干擾變項。朝
陽商管評論,5(2),53-88。
朱家慧(2006) 。涉入、體驗、依戀之影響關係研究—以鶯歌地區為例。未出
版之碩士論文,南華大學,嘉義縣。
成敏華(2006)由品牌體驗觀點探討如何建立品牌關係之研究--以連鎖咖啡店為
例。
任國光(2009)。消費者產品涉入、知覺風險對購買意願之影響-零售通路
喜好程度的干擾效果。未出版碩士論文,元智大學管理研究所,桃園縣。
李孟松(2010) 品牌個性一致性、產品涉入對消費者購買意願之影響─以台灣
汽車市場為例。
許士軍( 1987),管理學,台北:東華書局。
張淑君(2004)消費者對通路之信任與保健食品購買意圖之關係:品牌知名度、
產品涉入調節效果的驗證。
張佩芸(2013)產品置入態度對品牌態度與購買意願之影響─以產品涉入度與
產品類別為干擾變數。
陳弘慶(2007)。2006年全國大專運動會參與者之涉入程度、體驗行銷、滿
意度及忠誠度之相關實證研究。運動休閒管理學報,4(1),14-33。
陳紋禎(2012) 品牌形象、產品涉入、體驗行銷與滿意度、忠誠度關係之研究
-以統一星巴克南台門市為例。
黃俊英、賴文彬(1990),「涉入的理論發展與實務應用」,管理科學學報,7(1),
15-29。
黃映瑀(2005)。體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係
之研究。碩士論文,大葉大學,彰化縣。
葉怡亨(2011)。從品牌體驗觀點探討消費者忠誠度—以智慧型手機為例。國
立中正大學企業管理學系碩士班論文。
榮泰生(1999)。消費者者行為。臺北市:五南。
蔡惠華(2011)探討休閒渡假飯店的體驗行銷、品牌形象對顧客忠誠度之關係-
以墾丁夏都沙灘酒店為例。
賴協軍(2008),「Nike運動產品消費者對品牌形象與購買意願模式之研究-線
性結構方程模式之驗證」,臺北市立教育大學體育學系碩士論文。
蕭羽鈞(2013),體驗行銷、品牌形象與消費者購買意願關係之研究,中國文
化大學國際企業管理學系未出版之碩士論文。
貳、英文部分
Bagozzi, R. P. & Burnkrant, R. E. (1979). Attitude Organization and   
  Attitude-Behavior Relationship. Journal of Personality and Social
  Psychology,37(1),913-929.
Blackwell, R.D., Miniard, P.W. & Engel, J. F. (2007). Consumer Behavior
   (10th Edition). Thomsom South-Western.
Churchill, G. A. & Surprenant C. (1982). “An Investment into
  Determinants of 77 Customer Satisfaction.”, Journal of Marketing
  Research, 491-504.
Cronin & Taylor(1992). “ Measuring Service Quality: A Reexamination
  and Extension. Journal of Marketing. ”, 56, 55-68.
Dick, A, S. & Basu, K.(1994). “Customer loyalty: toward an integrated
  conceptual framework. Journal of the Academy of Marketing Science. ”,
  22(2), 99-113.
Dodd, W. B., Monroe, K. B. and Grewal, D. (1991). Effects of price,
  Brand, and store information on buyers’ product evaluations. Journal of
  Marketing Research, 28(3), 307-319.
Engel, J. F., Miniard, P. W. & Blackwell, R. D. (2001). Consumer
  Behavior(9th Edition), Orlando Florida: Dryden Press.
Goldsmith, R. E. & Emmert, J. (1991). Measuring product category
involvement: a multitrait-multimethod study. Journal of Business
Research, 23(4), 363-371.
Gwinner, K. P. & Swanson S. R. (2003) , “A Model of Fan
Identification: Antecedents and Sponsorship Outcomes,” The Journal of
Services Marketing, 17(2-3), 275-294.
Houston, M. J. & Rothschild, M. L. (1978). “Conceptual and
methodological perspective involvement”. In Jain, S. (Ed.), Research
frontiers in marketing: Dialogues and directions,184-187.Chicago,
IL: American marketing Association.
Hawkins,D.I., Best,R.J. & Coney,K.A.(2001). Consumer
Behavioral:building marketing strategy(8th ed.) NY:Mcgraw Hill.
Holland, J. Emergence: From Chaos to Order, Mass. Addison-Wesley,
1998.
Ha, H.-Y. &H. Perks (2005), “Effects of Consumer Perceptions of
Brand Experience on the Web: Brand Familiarity, Satisfaction and
Brand Trust,” Journal of Consumer Behavior, 4(6), 438-452.

James F. Engel, Riger D. Blackwell&Paul W. Minard,
(1995),Consumer Behavior,(8th ed.), The Dryden Press, p.237.
Krugman, H. E. (1965), “The Impact of Television Advertising:
Learning without Involvement.” Public Opinion Quarterly, 29, Fall,
349-356.
Kotler, P.(1999).Marketing Management:Analysis, Planning,
Implementation, and Control.(10thed.). New Jersey: Prentice-Hall.
Kotler, P. (2003) , Marketing Management, 11th ed., New Jersey: Prentice
Hall.
Laurent, G. P. & JN. Kapferer(1985), “Measuring Consumer
Involvement profile”, Journal of Marketing Research, 22(1),
41-53.
Lastovicka, J. L. & Gardner, D. M. (1978). “Low involvement versus
high involvement cognitive structres”. Advances in Consumer
Research, 5, 87-92.
Lankford, S.V. &Howard, D.R. (1994). Developing a tourism impact
scale. Annals of Tourism Research, 77(4), 121-139.
Lardinoit, T. &Derbaix, C.(2001).Sponsorship and Recall of Sponsors.
Morwitz, V. G. &Schmittlein, D. (1992). Use segmentation to improve
sales forecasts based on purchase intent: which intenders actually buy,
Journal of Marketing Research. 29, 391-405.
Mcluhan, R. (2000). Go Live with a Big Brand Experience. Marketing,
26(4), 45-46.
Norris, R. T.(1941). The Theory of Consumer’s Demand. New Haven,
CT: Yale University Press.
Pine II, J B. &Gilmore, J.H. (1999). The Experience Economy: Work Is
Theatre and Every Business a Stage. Cambridge, MA: Harvard Business
School Press.
Pine II, B. J. &Gilmore, J. H. (1998). Welcome to the Experience
Economy. Harvard Business Review, 76(4),97-105.
Roy, D. P. &Cornwell, T. B., (2003), Brand Equity’s Influence on
Responses to Event ponsorships, The Journal of Product and Brand
Management, 12(6-7), 377-393.
Schiffman, L. G. & Kanuk, L. L. (1994). Consumer behavior.
Englewood Cliffs, N. J.: Prentice-Hall.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing
Management

Sinha, I. &Batra, R.(1999).The Effect of Consumer PriceConsciousness
on Private Label Purchase.InternationalJournal ofResearch in Marketing,
16(3), 237-251.
Schiffman, L. G. &Kanuk, L. L. (2000). Consumer behavior. Upper
Saddle River, NJ: Pearson Prentice.
Spears, N. &Singh S. N. (2004) , “Measuring Attitude toward the
Brand and Purchase Intentions,” Journal of Current Issues and
Research in Advertising, 26 (2) , 53-66
Zaichkowsky, J. (1985). Measuring the involvement construct. Journal of
Consumer Research, 12(4), 341-352.



QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔