臺灣博碩士論文加值系統

文化創意產業的興起，參與文化創意市集已成為大眾休閒活動的一部分，每逢假日及特殊節日之時，各縣市之文創園區或是觀光地區皆會舉辦文化創意市集。隨著消費模式的改變，消費者更注重消費體驗感受，故本研究以體驗行銷之理論作為切入點，探討體驗行銷對於顧客心理所有權與消費價值之關係，並進一步探討感知稀缺是否會對體驗行銷與心理所有權間產生干擾效果。
本研究以立意抽樣法針對曾造訪過，新北市，松山文創園區、華山1914文化創意產業園區；台中市，審計新村、台中文化創意產業園區；高雄市，駁二藝術特區；花蓮市，花蓮文化創意園區、又一村文創園區之文化創意市集進行問卷調查，收回問卷共計300份，有效問卷共計289份，經統計分析結果發現： (1) 體驗行銷對顧客心理權具有正向影響；(2) 心理所有權對消費價值具有正向影響；(3) 體驗行銷對消費價值具有正向影響；(4) 心理所有權於體驗行銷與消費價值間具有中介效果；(5) 感知稀缺於體驗行銷對心理所有權間具有部分干擾效果。

The rise of the cultural and creative industries has made participation in cultural and creative markets a part of public leisure activities. During holidays and special festivals, cultural and creative markets are held in various counties and cities, as well as in cultural and creative parks or tourist areas. With changes in consumer behavior, consumers now place greater emphasis on experiential consumption. Therefore, this study uses experiential marketing theory as its starting point to explore the relationship between experiential marketing, customer psychological ownership, and consumption value. Furthermore, it investigates whether perceived scarcity moderates the relationship between experiential marketing and psychological ownership.

This study utilized purposive sampling to survey visitors to cultural and creative markets at the following locations: Songshan Cultural and Creative Park and Huashan 1914 Creative Park in New Taipei City; Shenji New Village and Taichung Cultural and Creative Industries Park in Taichung City; Pier-2 Art Center in Kaohsiung City; and Hualien Cultural and Creative Park and Youyicun Cultural and Creative Park in Hualien City. A total of 300 questionnaires were collected, with 289 valid responses used for statistical analysis. The results revealed that: (1) Experiential marketing has a positive impact on customer psychological ownership; (2) Psychological ownership has a positive impact on consumption value; (3) Experiential marketing has a positive impact on consumption value; (4) Psychological ownership mediates the relationship between experiential marketing and consumption value; (5) Perceived scarcity partially moderates the relationship between experiential marketing and psychological ownership.

摘要 I
ABSTRACT II
誌謝 IV
目錄 V
圖次 VIII
表次 IX
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第三節、研究流程 4
第二章、文獻探討 6
第一節、文化創意市集(Cultural and Creative Market) 6
第二節、體驗式行銷(Experiential Marketing) 12
第三節、心理所有權(Psychological Ownership) 16
第四節、感知稀缺(Perceived Scarcity) 19
第五節、消費價值(Consumption Value) 22
第三章、研究方法 27
第一節、研究理論模型 27
第二節、各變項之間關係與研究假設推論 28
第三節、研究設計 34
第四節、資料分析方法 43
第四章 研究分析與討論 47
第一節、樣本結構之敘述性統計分析 47
第二節、信度與效度分析 52
第三節、相關分析 61
第四節、假設檢定 63
第五章 結論 77
第一節、研究結果 77
第二節、研究貢獻與實務建議 79
第三節、研究限制與後續研究之建議 82
文獻參考 84
中文文獻 84
英文文獻 86
附錄. 研究問卷 99

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