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研究生:林若詒
研究生(外文):LIN, RUO-YI
論文名稱:虛擬體驗行銷在行動商務中對顧客滿意度及顧客再購意圖的影響
論文名稱(外文):The Effect of Virtual Experiential Marketing on Customer Satisfaction and Repurchase Intention in M-commerce
指導教授:尹咏雅
指導教授(外文):WAN WENDY WING NGA
口試委員:冼芻蕘杜凱蕾
口試委員(外文):SIN, CHOR-YIUCAROL TROY
口試日期:2020-06-29
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:50
中文關鍵詞:虛擬體驗行銷行動商務
外文關鍵詞:Virtual Experiential MarketingMobile commerce
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行動商務的興起與快速發展改變了我們在物聯網上購物的方式。基於傳統的行銷概念,現今已有越來越多行銷策略推陳出新。而隨著顧客體驗的議題不斷地被學者及業界所探討,體驗行銷已成為企業的發展動力,越來越多的企業已從傳統以產品為中心的行銷手法轉換為以顧客為中心的行銷策略,而體驗行銷也逐漸成為行銷實務中不可或缺的角色。
在行動商務這個較新的環境下,體驗行銷也成為重要的發展課題。針對行動商務,此研究採用了虛擬體驗行銷的五個構面來探討體驗行銷對顧客滿意度及再購意願的影響。本研究結果顯示,虛擬體驗行銷、顧客滿意度及再購意願間存在著顯著的正向相關性。而本研究意涵為了解

The rapid development of mobile commerce has changed consumers shopping style. Based on traditional marketing concepts, more and more marketing strategies have been developed today. As the topic of customer experience is constantly being discussed by scholars and practitioners, experience marketing has become the driving force for the development of enterprises, and they have switched from traditional product-centric marketing methods to customer-centric marketing strategies. Experience marketing has become an indispensable role in marketing.
In the newer environment of mobile commerce, experience marketing has become an important development issue. For mobile commerce, this study applied five elements of virtual experience marketing to explore the impact of experiential marketing on customer satisfaction and repurchase intention. The results of this study show that there are significant positive correlation between virtual experience marketing, customer satisfaction, and repurchase willingness.

Contents
ACKNOWLEDGEMENTS II
摘要 III
ABSTRACT IV
I. INTRODUCTION 1
A. Research Background and Motivation 1
B. Research Objectives 3
II. LITERATURE REVIEW 4
III. RESEARCH METHOD 13
A. Questionnaire Design 13
B. Measures and Sampling 14
IV. RESEARCH RESULT 15
A. Frequency of Responses 15
B. Reliability Analysis 22
C. Correlation Analysis 23
D. Regression Summary 24
V. DISCUSSION, CONCLUSION AND MANAGERIAL IMPLICATION 29
A. Discussion and conclusion 29
C. Limitations and Future research 31
REFERENCES 33
APPENDIX 38


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