臺灣博碩士論文加值系統

體驗行銷於音樂類表演藝術之運用，顯少相關研究且音樂人研究懂行銷更少。因此行銷概念如何應用於音樂類表演藝術？如何運用體驗行銷概念強化客戶忠誠意願，避免客戶流失？引發本研究之動機。
研究藉由文獻探討，整合各項體驗要素將建立體驗模型。依據先前學者之研究，體驗品質所構成的過程中必備要素有：參與、沈浸、學習、驚奇及懸念等元素，本次研究將再加入「樂趣」作為新的體驗元素；同時以劇場理論探討影響體驗品質之「前置因素」為何？繼而再探討體驗品質、情緒、體驗滿意度、行為意圖間的影響關係。
透過問卷的方式，問卷發放日期始於2005年4月9日晚上，針對於觀賞國家音樂廳的音樂演出之觀眾進行問卷調查。並派員於國家音樂廳五個出入口處，針對進場觀賞演出之觀眾隨機發放問卷，待演出結束後於國家音樂廳五個出入口回收問卷，以到中正紀念堂國家音樂廳之欣賞音樂會演出之觀眾填寫問卷。問卷發放及回收份數方面，本研究共發放 507份問卷，回收310份，問卷回收率為61.11%，扣除填答不完整的36份無效問卷後，有效問卷共計284份，有效問卷回收率為56.01%。
結果本研究發現，「前置因素」特過「體驗品質」與情緒對「滿意度」及「行為意圖」呈現正相關，且「並且在研究架構中以「體驗品質」對「滿意度」所佔的影響權數最高（0.82***），而「情緒」（0.28***）影響權數較低。這再次說明體驗行銷的重要性，因此建議業界在行銷管理上仍以加強感官、情感體驗為主，其他為輔。另外本研究亦針對研究限制與未來研究方向進行探討。

The application of experience marketing in art performance in music category obviously have less prior studies and most of musicians doesn’t realize and study marketing before. How to apply the conceptual of marketing on art performance in music category? How to utilize the conceptual of experience marketing for strengthening customers’ willing in loyalty and avoiding customers draining? These issues initiates the motivation of this study.
Per prior studies reference and discussion by literatures, the study integrates each experiential elements and build-up the model of experience. According to prior scholars’ studies, the necessary elements in quality of experience include follow elements, such as participation, immersion, learning, surprising and suspense. Meanwhile, the study adds the “enjoyment” as a new experiential element and discuss what would be the front elements effect the quality of experience by theater theory? And then discuss the relationship between quality of experience, emotion, experience satisfaction and the purpose of customers’ behavior.
By questionnaires provision on the evening on April 4th, 2005, subject of the research are those who go to national music hall and enjoy the music performance. Assigning specific persons to five entrance of music hall and aiming people who go to enjoy the performance randomly provide questionnaire. After the end of performance, requesting the questionnaire at five exits. There are 507 questionnaire sent totally, in which 310 copies were recycled and 284 copies were verified, and efficient questionnaire recycle rate achieve 56.01%.

目錄
頁次
第一章：緒論 1
第一節　研究背景 1
第二節　研究動機 2
第四節　研究範圍 4
第五節　研究流程 4
第貳章、文獻探討 6
第一節 文化創意產業 7
第二節 表演藝術與音樂類演出 11
第三節　體驗經濟與體驗行銷 15
第四節 體驗品質 21
第五節 影響體驗品質之前置因素 24
第六節 情緒 32
第七節 體驗滿意度 38
第三章 研究方法 43
第一節 研究架構 43
第二節 研究假設 45
第三節 操作性定義與衡量方式 48
第四節　抽樣設計 52
第五節 統計分析方法 52
第肆章、實證分析 54
第一節 問卷回收 54
第二節 敘述統計分析 55
第三節　信度與效度分析 59
第四節 相關分析 61
第五節 變數關係 62
第六節、LISREL線性結構模式路徑分析 77
第伍章、結論與建議 81
第一節　實證結論 81
第二節　管理意涵 86
第三節　研究貢獻 88
第四節　研究限制 90
第五節　未來研究建議 91
附錄 94

圖目錄
頁次
圖2-3-1 經濟價值遞進圖 16
圖2-3-3 體驗雜型的類別 18
圖2-3-4 效應級系模型 19
圖2-3-5 體驗之輪 20
圖2-3-6 體驗四大領域 21
圖2-5-1 影響體驗質之前置因素 32
圖3-1-1本研究架構 44
圖3-1-2本研究架構2 44
圖3-2-1 研究假設彙總 48
圖4-5-5-1迴歸驗證研究假設結果圖 76
圖4-6-1 路徑圖係數為t-value值 77
圖4-6-2 路徑圖係數為t-value值 78
圖4-6-3 路徑圖係數為β值 78
圖5-2-1 路徑圖係數為β值 84

表目錄
頁次
表1-1-1各國表演藝術經費比較表 2
表2-3-1 經濟演進的區別 16
表2-4-1「品質」文獻整理 22
表2-4-1體驗品質文獻整理 23
表2-5-1體驗品質前置因素「場景」文獻整理 26
表2-5-2體驗品質前置因素「觀眾」文獻整理 28
表2-5-3體驗品質前置因素「表演」文獻整理 29
表2-6-1 情緒定義之整理 32
表2-6-1 Izard`s （1997）情緒分類 36
表2-7-1 顧客滿意度整理 39
表3-2-1 研究假設彙總 47
表4.1.1問卷預算支出表 54
表4-1-1 分層抽樣結果 55
表4-2-1　樣本基本資料 56
表4-2-2　樣本變數結構 59
表4-3-1 各構面Cronbach α 係數值 60
表4-4-1 各構面相關係數值 61
表4-4-2 相關係數的強度大小與意義表 62
表4-5-1-0 控制變數與體驗品質之迴歸分析表 63
表4-5-1-1表演適切度、演員適切度對體驗品質之迴歸分析表 64
表4-5-2-0 控制變數與情緒之迴歸分析表 66
表4-5-2-1 表演適切度、演員適切度與情緒之迴歸分析表 67
表4-5-3-1 體驗品質與情緒之迴歸分析表 68
表4-5-3-3 表演、演員、體驗品質與情緒之迴歸分析表 69
表4-5-3-5 SPSS共變性診斷表 70
表4-5-4-0 控制變數與體驗滿意度之迴歸分析表 72
表4-5-4-1 體驗品質、情緒與體驗滿意度之迴歸分析表 73
表4-5-5-0 控制變數與行為意圖之迴歸分析表 74
表4-5-5-1 體驗滿意度、情緒對行為意圖之迴歸分析表 75
表4-5-6 迴歸驗證研究假設結果整理表 76
表4-5-3 LISREL路徑分析各項效果說明表 79

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75.National Gallery of Art 美國國家藝術中心
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