臺灣博碩士論文加值系統

在進入體驗經濟的時代之後，企業的目標即是為顧客創造一個有價值的體驗，故體驗行銷的重要性不言而喻。但由於體驗行銷是一個新的概念，不論是國內或是國外的文獻中，對於體驗行銷的探討都相當缺乏，因此引發本研究之研究動機。企業最主要即在提供給顧客無可取代之價值，為配合體驗行銷，本研究以體驗價值取代顧客價值，以期能夠更適當的衡量出體驗行銷所帶來的價值。服務品質與顧客滿意皆為管理領域中重要的基本概念。因此本研究將體驗行銷、體驗價值與顧客滿意相互連結，並探討不同概念間的因果關係。
為求更適當的衡量，本研究在體驗行銷方面將之分為感官知覺、情感知覺、思考知覺、服務品質四個構面，體驗價值方面分為情感性價值與功能性價值。本研究之研究方式採取驗證性的方法，問卷調查採取立意採樣的方式，針對與體驗行銷主題相配合之誠品書店、星巴克咖啡及宜家家具為抽樣企業，共發放1160份問卷，有效問卷為1055份，在各項衡量指標達到標準之後，利用線性結構關係(LISREL)來進行實證分析。
本研究實證分析結果為：誠品書店、星巴克咖啡及宜家家具，皆可由情感知覺透過情感價值來影響顧客滿意、由服務品質透過情感價值來影響顧客滿意、服務品質透過功能價值來影響顧客滿意及從情感及功能價值對顧客滿意產生影響。在星巴克咖啡中，可由思考知覺透過情感價值來影響顧客滿意並由思考知覺透過功能價值來影響顧客滿意。

Upon entering the age of experience economy, it goes without saying that the experiential marketing in modern times is very important. Every enterprise has to create the valuable experience for their customers without exception. Because the experiential marketing is an entirely new concept, there is still deficiency in discussing of experience in domestic or abroad. Hence, it induces the motives to this paper.
The main purpose of enterprises is providing important values. In order to co-operate the experiential marketing, this paper uses experiential values to replace customer values to get the suitable measurement of experiential marketing. Since service quality and consumer satisfaction are both important concepts in management fields, this paper connects experiential marketing, experiential values and consumer satisfaction to discuss their relationship. To acquire suitable measurement, this paper separates the experiential marketing part into four factors (sensitive perception, emotional perception, thinking perception and service quality) and the experiential values part into two factors(emotional value and functional value). We distribute 1160 questionnaires to the companies which fit in with our research topic, there are Eslitebook、Starbucks and Ikea. This paper used 1055 received questionnaires to analyze it with LISREL.
We got the result as follow：In the research of Eslitebook, Starbucks and Ikea, emotional perception affects consumer satisfaction by means of emotional value; service quality affects consumer satisfaction by means of functional value and emotional value. In the research of Starbucks, we found that thinking perception would affect consumer satisfaction through the emotional value and functional value.

目 次
摘 要 II
ABSTRACT IV
誌　謝 VI
目 次 VII
表目錄 IX
圖目錄 XI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻探討 6
2.1 體驗經濟與體驗行銷 6
2.1.1 體驗 6
2.1.2 體驗經濟 10
2.1.3 體驗行銷 15
2.2 服務品質 20
2.2.1 服務品質的定義 20
2.2.2 服務品質的衡量 22
2.3 體驗價值與顧客價值 24
2.3.1 顧客價值的定義 24
2.3.2 體驗價值 27
2.3.3 顧客價值構面與衡量 29
2.3.4 體驗行銷與顧客價值之關係 35
2.3.5 服務品質與顧客價值之關係 36
2.4 顧客滿意 38
2.4.1 顧客滿意的定義 39
2.4.2 顧客滿意的衡量 41
2.4.3 顧客價值與顧客滿意之關係 43
第三章 研究方法 45
3.1 研究架構與假設 45
3.1.1 概念性架構 45
3.1.2 研究對象 46
3.1.3 研究架構 47
3.1.4 研究假設 48
3.2 研究變數的操作性定義與衡量 50
3.3 問卷抽樣與設計 54
3.3.1 問卷設計 54
3.3.2 抽樣設計 55
3.4資料分析方式 57
3.4.1 線性結構關係模式 57
3.4.2 LISREL架構分析 60
3.4.3 信度與效度分析 63
第四章 研究分析與結果 70
4.1 樣本結構分析 70
4.2 統計資料分析 75
4.3 相關分析 78
4.4 LISREL模式分析 81
4.4.1 整體模式適配度分析 83
4.4.2 模式內在結構適配度分析 85
4.4.3 研究假設與驗証結果 93
4.4.4 路徑分析 93
第五章 結論與建議 98
5.1 研究結論 98
5.2 研究貢獻 100
5.3 管理意涵 102
5.4 研究限制與未來研究方向102
5.4.1 研究限制 102
5.4.2 未來研究方向 103
參考文獻 104
附錄A 研究問卷一-誠品書店 114
附錄B 研究問卷二-星巴克咖啡117
附錄C 研究問卷三-宜家家具 120
附錄D LISREL方程式模式 123

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