臺灣博碩士論文加值系統

近年來不論是消費體驗、享樂消費、體驗經濟及體驗行銷等議題，逐漸受消費行為研究所重視。當商品對消費者的吸引力逐漸降低，服務所帶來的附加價值對消費者而言又漸不具差異時，企業的下一個方向為何？本研究藉由文獻整合，提出體驗品質之前置因素，並以界定劇場體驗之要素，期找出消費者體驗過程中的必要因素，並假設劇場體驗元素將形成體驗品質，而體驗品質將影響體驗滿意度及忠誠意圖，藉以探討體驗變數對消費者行為的影響。近年來，服務領域的文獻多從關係行銷的角度探討顧客長期關係的維持。因此，本研究即基於體驗經濟係延伸自服務客製化的觀點，而將消費體驗與劇場理論結合，擬探討劇場體驗元素對體驗品質、體驗滿意度與忠誠意圖之影響，藉以結合消費體驗與顧客關係。
本研究以主題樂園為例，調查台灣遊客在遊憩時的消費體驗。選定花蓮海洋公園的遊客為研究對象，以年齡為七層進行配額抽樣，共發放424份問卷，回收422份，有效問卷408份。資料分析方法採敘述統計分析、信度分析、效度分析、相關分析、迴歸分析及LISREL線性結構模式。
研究結果如下：1. 劇場體驗元素對沈浸具正向影響。劇場體驗元素中員工腳本之吸引力、整體驗境之魅力與活動規劃之完整性對沈浸具正向影響；而主題一致性對沈浸則不具影響。2. 劇場體驗元素對驚
奇具正向影響。劇場體驗元素中員工腳本之吸引力、整體環境之魅力與活動規劃之完整性對驚奇具正向影響；而主題一致性對驚奇則不具影響。3. 劇場體驗元素對參與具正向影響。劇場體驗元素中主題一致性、員工腳本之吸引力與活動規劃之完整性對參與具正向影響；而整體環境之魅力對參與則不具影響。4. 劇場體驗元素對趣味具正向影響。劇場體驗元素中員工腳本之吸引力、整體環境之魅力與活動規劃之完整性對趣味具正向影響；而主題一致性對趣味則不具影響。5. 體驗品質要素對體驗滿意度具正向影響。6. 體驗滿意度對忠誠意圖具正向影響。
本研究藉由文獻探討，整合各項體驗要素，除先前研究者提出之參與、沈浸、學習、驚奇及懸念所構成的體驗品質外，更發展一新的體驗品質─趣味。並證實沈浸、驚奇、參與及趣味，確為主題樂園消費體驗過程中必備要素。同時，探討劇場體驗元素對體驗品質、體驗滿意度與忠誠意圖的影響。並證實劇場體驗元素之強度愈高，所引發的體驗品質強度越強，對消費體驗滿意度也越高，後續之再購意圖與推薦意圖也越高。管理上將可藉由劇場體驗要素之運用，引發消費者多樣之體驗品質，以提昇體驗滿意度。
未來的研究將可再加強劇場體驗元素之探討，尋求更完整的劇場體驗元素架構。並可從不同產業背景發掘更多消費體驗的可能性，以及不同劇場體驗元素的適用情境。

In recent years, issues of consumption experience, hedonic consumption,　experience economy, and experiential marketing are placed importance on　consumer behavior. When goods are no longer attracted and the added　value of service is the same to consumers, what is the right way to create　profits for companies? This paper expects to figure out the inevitable　factors which can effect the experiential quality in experiential process by integrating literature and defining the supposed factors of theatre experience and assumes the factors of theatre experience forms the experiential quality which influences experience satisfactory and loyal behavior. In recent years, the perspective of relationship marketing is embedded in service industry. Therefore, based on the view that experience economy was extended from service economy, this paper combines consumption experience and theatre theory to exploit the effects of theatre experiential factors on experiential quality, experiential satisfaction, and loyal intention.
　Subjects of this research are those who enjoy theme park of Hualian
Oceanpark in Taiwan. By stratified sampling, there’re 424 questionnaires sent totally, in which 422 questionnaires were recycled and 408 copies were verified. This study adopted descriptive analysis, correlation analysis, reliability and validity analysis, multiple regression, and LISREL as the statistic tools.
The results of study are as the following:
1.The factors of theatre experience is positively related to experiential quality, which means though the attraction of script, the charm of circumstance and the completeness of activities are positively related to immersion, surprise and fun, the consistency of image has insignificant effect on immersion and surpeise, which means the consistency of image, the attraction of script and the completeness of activities are positively related to participation, the charm of circumstance has insignificant effect on participation.
2.Experiential quality（surprise, immersion, participation and fun）is positively related to experiential satisfaction.
3.Experiential satisfaction is positively related to loyal intention.
By literature integration, this study refers that the factors of theatre experience composed of the consistency of image, the attraction of script, the charm of circumstance and the completeness of activities and verifies all of them are exactly the inevitable factors in consumption experience. And also refers experience quality composed of immersion, participation, surprising and fun and verifies they are exactly the inevitable factors in consumption experience.
　Discussion of factors of theatre experience could be focused in future research to find a more complete theatre experience framework. According to the results, we suggest that company should adopt the factors of theatre
experience to increase the consumer experiential qualities, experiential satisfaction, and loyal intention.

目 錄 I
圖目錄 III
表目錄 IV
第壹章、緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究範圍 7
第五節 研究流程 9
第貳章、文獻探討 11
第一節 消費體驗 13
第二節 劇場理論 27
第三節 主題意象（image） 41
第四節 主題樂園 43
第五節 忠誠意圖 48
第六節 主題樂園之劇場體驗要素與體驗品質之關係 50
第七節 體驗品質與體驗滿意度之關係 53
第八節 體驗滿意度與忠誠意圖之關係 54
第參章、研究方法 55
第一節 研究架構 56
第二節 研究假設 57
第三節 操作性定義與衡量方式 59
第四節 抽樣設計 67
第五節 統計分析方法 68

第肆章、實證分析 69
第一節 問卷回收 69
第二節 敘述統計分析 71
第三節 信度分析 77
第五節 相關分析 81
第六節 變數間分析 83
第七節 LISREL線性結構模式分析 105
第伍章 結論與建議 111
第一節 實證結論 111
第二節 管理意涵 115
第三節 研究貢獻 121
第四節 研究限制 124
第五節 未來研究方向 125
參考文獻 128
附錄一：問卷 141
附錄二：花蓮海洋公園簡介 144

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中文網站
52.中華民國交通部觀光局http://202.39.225.136/indexc.asp。
53.資料來源：花蓮海洋公園http://www.hualienoceanpark.com.tw/html/page02.htm


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