臺灣博碩士論文加值系統

　　在科技的進展下，為使民眾更加便利，服務業態擁有自己的APP已成為常態，主題遊樂園也不例外。鑑於此，本研究採用方法目的鏈(means-end chains, MECs)、階層價值圖(hierarchical value map, HVM)、多元尺度分析(multidimensional scaling, MDS)及多變量變異數分析(multivariate analysis of variance, MANOVA)，欲圖探討主題遊樂園App所可能包含之功能介面與功能特性選項、遊樂設施相關屬性內容以及遊客於主題遊樂園內遊玩體驗之結果感受。本研究之變數來源透過個別專家訪談，結合相關文獻探討、次集資料蒐集等工作，利用焦點群體法萃取變數來源，作為正式問卷設計內容之依據，並以滾雪球方式回收有效問卷400份。本研究主要研討議題為：(1)理解遊樂設施偏好的相似性；(2)了解如主題遊樂園等服務產業APP相關特性功能內容，進一步分析這些功能內容在遊客之內心評價；(3)透過分析結果推演遊樂設施之產品區隔設計策略內涵、推論遊客之遊樂設施偏好區隔策略與可能廣告文案設計內容，以作為業者對主題遊樂園APP推薦系統設計之參考。經由前述議題所推導之策略內容，提供業者在設計主題遊樂園APP系統上的幫助，亦可提供業者在未來宣傳行銷上的應用。

　　With the advancement of technology, it has become the norm for service industries to have their own app for the convenience of the public, and theme parks are no exception. In view of this, this study employs methods such as MECs, HVM, MDS, and MANOVA. In order to investigate the possible functional interface and functional feature options of the theme park app, the content of the amusement facility-related attributes, and the resultant experience of the visitors in the theme park. The sources of variables in this study were extracted through individual interviews with experts, combined with related literature and secondary data collection, and the focus group method was used to extract the sources of variables, which was used as the basis for the formal questionnaire design. 400 valid questionnaires were collected by snowball sampling. The main issues of this study are: (1) to understand the similarity of theme parks facility preferences; (2) to reveal the features and functions of theme parks and other service industry APPs, and further identify the internal evaluation of these features and functions by interviewing the respondents, and (3) to deduce the product segmentation design strategy of theme parks facilities, the segmentation strategy of visitors' theme parks facility preferences, and the possible advertising copy design content through the analysis results. This will serve as a reference for the design of the theme park app recommendation system. The strategic contents derived from the issues will provide the industry with assistance in designing theme park app systems and provide the industry with applications for future promotion and marketing.

誌謝　I
中文摘要　II
Abstract　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　3
　第三節　研究流程　4
第二章　文獻探討　5
　第一節　主題遊樂園　5
　第二節　服務業態APP結構　11
　第三節　方法目的鏈　16
第三章　研究方法　19
　第一節　研究架構　19
　第二節　資料來源、研究變數與問卷設計　20
　第三節　資料分析方法　24
第四章　研究結果與分析　26
　第一節　人口特性分析　26
　第二節　主題遊樂園APP功能屬性與遊樂設施之偏好與知覺分析　27
　第三節　不同遊客對主題遊樂園功能屬性之區隔偏好分析　42
　第四節　主題遊樂園功能屬性之相似性分析　54
第五章　結論與建議　57
　第一節　研究結論　57
　第二節　研究建議　59
　第三節　研究限制　61
參考文獻　63
　中文文獻　63
　英文文獻　63
　網路文獻　69
附錄　71
　1. 初步變數蒐集來源範例　71
　2. 變數問卷　72
　3. 正式問卷　74
　4. 項目分析　77
　5. 因素及信度分析　79
　6. 不同人口特性與主題遊樂園APP功能屬性交叉多變量變異數分析圖例　83
　7. 不同人口特性與主題遊樂園設施屬性交叉多變量變異數分析圖例　88

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