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研究生:廖名珍
研究生(外文):Liao,Ming-Chen
論文名稱:應用科技接受模式探究服務業創新與體驗行銷之成效
論文名稱(外文):Applied TAM Model to Explore the Effectiveness of Innovation and Experiential Marketing in Service Industry
指導教授:鄭正豐鄭正豐引用關係
指導教授(外文):Cheng,Cheng-Feng
口試委員:謝存瑞鄭正豐王冠婷
口試委員(外文):Hsieh, Tsun-JuiCheng,Cheng-FengWang, Kuan-Ting
口試日期:2019-04-26
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
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:2019
畢業學年度:107
語文別:英文
論文頁數:78
中文關鍵詞:創新體驗行銷知覺有用性知覺易用性再購意圖
外文關鍵詞:InnovationExperiential marketingPerceived usefulnessPerceived ease of useRepurchase intention
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隨著社會不斷地進步,顧客的消費習慣跟著改變,服務產業競爭越來越激烈。以是之故,本研究旨在運用科技接受模式探究服務業發展創新與體驗行銷等策略是否有助於提升顧客的再購意圖。主要研究對象為曾經在百大服務業購買產品或服務的顧客,受測者主要根據購物或消費經驗對企業的創新與體驗行銷程度做出評價。並且本研究加入知覺有用性與知覺易用性作為中介變數,深入探討影響顧客再購意圖的主要因素。本研究使用問卷調查法進行量性分析,並使用網路問卷之方式進行資料收集。藉此,本研究使用對稱與非對稱的研究方法,主要為敘述性統計分析、因素分析、信度分析、結構方程模型與模糊集合質性比較分析。實證結果顯示,創新與體驗行銷皆有助於提升顧客的知覺有用性與知覺易用性,而知覺有用性可以提高顧客的再購意圖,但知覺易用性與再購意圖沒有顯著的影響效果。此外,模糊集合質性比較分析結果顯示有五組可以創造高度顧客再購意圖之充份條件。
Society continues progress change customers’ consumption habits, service industry is more and more fierce. This study attempts to apply technology acceptance model (TAM) to explore the effectiveness of innovation and experiential marketing in service industry. Accordingly, this study focuses on customers of services and collects primary data by applying inter-net-based questionnaire survey. We further add in perceived usefulness and perceived ease of use as mediators to explore the main factors that affect customers’ repurchase intention. The statistical techniques adopt contain descriptive statistics, factor analysis, reliability analysis, structural equation modeling (SEM), and fuzzy set qualitative comparative analysis (fsQCA).The empirical results of SEM indicated that both innovation and experiential mar-keting can increase customers’ perceived usefulness and perceived ease of use. Customers’ perceived usefulness can enhance customers’ repurchase intention, but customers’ perceived ease of use and customers’ repurchase intention had no significant impacts. fsQCA evidences that there are five configurations or sufficient conditions for achieving high repurchase inten-tion.
TABLE OF CONTENTS
Page
謝誌 I
中文摘要 II
Abstract III
Table of Contents IV
List of Tables VII
List of Figures VIII
CHAPTER I INTRODUCTION 1
CHAPTER II LITERATURE REVIEW 8
2.1  Innovation 8
2.2  Experiential Marketing 9
2.3  Perceived usefulness 11
2.4  Perceived ease of use 13
2.5  Repurchase intention 15
2.6  Hypotheses development 17
CHAPTER III: METHODOLOGY 25
3.1 Measure Development 25
3.1.1 Innovation 25
3.1.2 Experiential marketing 26
3.1.3 Perceived usefulness 27
3.1.4 Perceived ease of use 27
Page
3.1.5 Repurchase intention 28
3.2 Sampling Design 29
3.3 Data Analysis Procedures 29
3.3.1 Descriptive statistical analysis 29
3.3.2 Factor analysis 29
3.3.3 Reliability analysis 30
3.3.4 Structural equation modeling (SEM) 30
3.3.5 Fuzzy set qualitative comparative analysis (fsQCA) 30
CHPTER IV ANALYSIS AND RESULTS 31
4.1 Descriptive statistical analysis 31
4.2 Factor analysis 33
4.2.1 Innovation 34
4.2.2 Experiential marketing 35
4.2.3 Perceived usefulness 36
4.2.4 Perceived ease of use 36
4.2.5 Repurchase intention 37
4.3 Reliability analysis 38
4.3.1 Innovation 38
4.3.2 Experiential marketing 39
4.3.3 Perceived usefulness 40
4.3.4 Perceived ease of use 40
Page
4.3.5 Repurchase intention 41
4.4 Structural equation modeling (SEM) 42
4.5 Fuzzy set qualitative comparative analysis (fsQCA) 45
CHAPTER V: CONCLUSIONS AND SUGGESTIONS 47
5.1 Conclusion 47
5.2 Managerial Implications 48
5.3 Limitation and Future Research 49
REFERENCES 50
Appendix A: Research questionnaires 60
Appendix B: 研究問卷 65 
List of Tables
Page
Table 1 Descriptive statistical analysis 32
Table 2 KMO and Bartlett’s Test of Sphericity 33
Table 3 Factor analysis result of innovation 34
Table 4 The Factor analysis result of experiential marketing 35
Table 5 The Factor analysis result of perceived usefulness 36
Table 6 The Factor analysis result of perceived ease of use 36
Table 7 The Factor analysis result of repurchase intention 37
Table 8 The Reliability analysis result of innovation 38
Table 9 The Reliability analysis result of experiential marketing 39
Table 10 The Reliability analysis result of perceived usefulness 40
Table 11 The Reliability analysis result of perceived ease of use 40
Table 12 The Reliability analysis result of repurchase intention 41
Table 13 The Result of structural equation modeling 43
Table 14 Causal configurations for repurchase intention growth 46

List of Figures
Page
Figure 1 The Empirical result 42
Figure 2 Causal paths for high-repurchase intention 46

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