臺灣博碩士論文加值系統

體驗行銷是進入體驗經濟後的一個重要趨勢，但綜觀過去研究，國內外文獻相當缺乏關於體驗行銷之實證性研究及將體驗行銷、體驗價值、品牌形象共同探討，故引發本研究之動機。顧客滿意與行為意向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、顧客滿意、品牌形象與行為意向相互連結，並探討不同概念間的因果關係。
本研究採取驗證性之方法，選定Starbucks為抽樣對象，並利用線性結構關係(LISREL)來進行實證分析。實證分析結果為：
1.體驗行銷與品牌形象之關係
情感體驗、思考體驗、關聯體驗皆對品牌形象有顯著正向關係。
2.體驗行銷與體驗價值之關係
感官體驗對服務優越性與美感價值有顯著正向關係；情感體驗對美感、趣味性價值有顯著正向關係；行動體驗對美感價值與趣味性價值有顯著正向關係；關聯體驗對消費者投資報酬、服務優越性、美感價值有顯著正向關係。
3.品牌形象與體驗價值之關係
品牌形象對服務優越性、美感、趣味性價值有顯著正向關係。
4.品牌形象與體驗價值與顧客滿意有顯著正向關係。
消費者投資報酬與美感價值對顧客滿意有正向顯著關係。
5.顧客滿意與行為意向有顯著正向關係。

Experiential Marketing is an important trend upon entering the age of experience economy. With reference to a comprehensive survey of the researches in the pass, there are lack of concrete source about Experiential Marketing and of discussion or Experiential Marketing, Experiential Value, Customer Satisfaction, Brand Image and Behavioral Intention altogether, that’s the motive of this paper. This paper combines Experiential Marketing with Experiential Value, Customer Satisfaction, Brand Image and Behavioral Intention and discusses the causal relationship between different concepts.
There were customers who visited Starbucks with valid responses to questionnaires. Data were analyzed with LISREL. The results are as follow:
1.The relationships between Experiential Marketing and Brand Image
Feeling, thinking, and relating have significant positive effect on Brand Image.
2.The relationships between Experiential Marketing and Experiential Value
Sensing has significant positive effect on service excellence and aesthetics; feeling has significant positive effect on aesthetics and playfulness; action has significant positive effect on aesthetics and playfulness; relating has significant positive effect on consumer return on investment, service excellence and aesthetics.
3.The relationships between Brand Image and Experiential Value
Brand Image has significant positive effect on service excellence, aesthetics and playfulness.
4.Brand Image has significant positive effect on Customer Satisfaction and consumer return on investment and aesthetics of Experiential Value have significant positive effect on Customer Satisfaction.
5.Customer Satisfaction has significant positive effect on Behavioral Intention.

封面內頁
簽名頁
授權書 iii
中文摘要 v
英文摘要 vi
誌謝 viii
目錄 ix
圖目錄 xiii
表目錄 xiv

第一章 緒論
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 3
第二章 文獻探討
2.1 體驗行銷 5
2.1.1 體驗 5
2.1.2 體驗行銷 6
2.1.3 小結 12
2.2 體驗價值 12
2.2.1 價值 12
2.2.2 體驗價值 13
2.2.3 體驗價值的衡量 16
2.2.4 體驗行銷與體驗價值之關係 16
2.2.5 小結 16
2.3 品牌形象 17
2.3.1 品牌形象之定義 17
2.3.2 品牌形象之特性 18
2.3.3 品牌形象觀點整理 21
2.3.4 品牌形象的衡量 22
2.3.5 品牌形象與體驗價值之關係 23
2.3.6 小結 23
2.4 顧客滿意 24
2.4.1 顧客滿意的定義 24
2.4.2 顧客滿意的衡量 25
2.4.3 體驗價值與顧客滿意之關係 27
2.4.4 小結 27
2.5 行為意向 27
2.5.1 行為意向的定義 28
2.5.2 行為意向的衡量 28
2.5.3 品牌形象、顧客滿意與行為意向的關係 30
2.5.4 小結 31
第三章 研究方法
3.1 研究架構與假設 32
3.1.1 概念性架構 32
3.1.2 研究對象 33
3.1.3 研究架構 33
3.1.4 研究假設 35
3.2 研究變數的操作性定義與衡量問項 36
3.2.1 體驗行銷 37
3.2.2 體驗價值 37
3.2.3 顧客滿意 39
3.2.4 品牌形象 39
3.2.5 行為意向 40
3.3 問卷抽樣與設計 41
3.3.1 問卷設計 41
3.3.2 抽樣設計 43
3.4 資料分析方式 44
3.4.1 線性結構關係模式 44
3.4.2 LISREL架構分析 46
3.5 信度與效度分析 50
3.5.1 各量表之探索性因素分析 50
3.5.2 信度分析 54
3.5.3 效度分析 55
第四章 資料分析與結果
4.1 樣本結構分析 58
4.2 統計資料分析 58
4.3 相關分析 63
4.4 LISREL模式分析 64
4.4.1 基本模式適配度分析 67
4.4.2 整體模式適配度分析 69
4.4.3 模式內在結構適配度分析 70
4.4.4 研究假設與驗證結果 75
4.4.5 路徑分析 76
第五章 結論與建議
5.1 研究結論 80
5.2 研究貢獻 83
5.3 研究限制與未來研究方向 84
5.3.1 研究限制 84
5.3.2 未來研究方向 85
參考文獻 86
附錄 94

圖目錄
圖2.1 體驗媒介 10
圖2.2 體驗矩陣 11
圖2.3 體驗價值的類型 14
圖2.4 品牌知識概念圖 20
圖3.1 本研究之概念性架構 33
圖3.2 本研究之研究架構 34
圖3.3 本研究問卷發展歷程 41
圖3.4 LISREL分析流程 44
圖3.5 本研究架構理論模式分析 47
圖4.1 整體模式路徑圖 74

表目錄
表2.1 體驗行銷之定義 7
表2.2 傳統行銷與體驗行銷在關鍵特性上的差異點 7
表2.3 體驗行銷的策略基礎：策略體驗模組 9
表2.4 體驗媒介的種類與形式 10
表2.5 品牌形象之定義與相關觀念彙總表 17
表2.6 顧客滿意之定義 24
表3.1 體驗行銷各變項之操作型定義及衡量問項 37
表3.2 體驗價值各變項之操作型定義及衡量問項 38
表3.3 顧客滿意之操作型定義及衡量問項 39
表3.4 品牌形象之操作型定義及衡量問項 40
表3.5 行為意向之操作型定義及衡量問項 40
表3.6 問卷設計題項 42
表3.7 觀察變項參數表 48
表3.8 體驗行銷構面因素分析 51
表3.9 體驗價值構面因素分析 51
表3.10 顧客滿意構面因素分析 52
表3.11 品牌形象構面因素分析 53
表3.12 品牌形象構面因素分析 53
表3.13 各變數之各項信度分析 54
表3.14 第一層構面因素分析 56
表3.15 第二層面因素分析 56
表3.16 回收樣本收斂效度表 57
表4.1 樣本基本資料 59
表4.2 敘述性統計資料分析-體驗行銷 60
表4.3 敘述性統計資料分析-體驗價值 60
表4.4 敘述性統計資料分析-顧客滿意 61
表4.5 敘述性統計資料分析-品牌形象 62
表4.6 敘述性統計資料分析-行為意向 62
表4.7 構念相關矩陣分析 63
表4.8 潛在自變項其觀察變項關係估計值( ) 65
表4.9 潛在自變項其觀察變項關係估計值( ) 65
表4.10 潛在變項間的關係估計值 66
表4.11 誤差變異 68
表4.12 個別變項衡量指標及成分信度 71
表4.13 整體模式適配度評鑑 73
表4.14 研究假設驗證結果 75
表4.15 各構面路徑效果 76
表4.16 體驗行銷各構面與顧客滿意路徑效果 78

一、中文部份
1、王世澤(2003)「體驗行銷：模型發展與實務驗証」。國立中央大學企業管理研究所碩士論文。
2、王育英、梁曉甇(譯)(2001)。Bernd H. Schmitt 著「Experiential Marketing」。台北：經典傳訊。
3、王尉晉(2000)「運動理念行銷策略之研究－以adidas「街頭籃球運動」與Nike「高中籃球聯賽」為例」。國立政治大學廣告學研究所碩士論文。
4、江素貞(2004)「體驗價值對顧客滿意及行為意向關係之研究」。義守大學管理科學研究所碩士論文。
5、吳真瑋(1999)「品牌個性與品牌關係關聯性之研究」。國立台灣大學商學研究所碩士論文。
6、邱媞(2003)「體驗行銷模式與其遊客行為之實證研究」。中國文化大學觀光事業研究所碩士論文。
7、邱皓政(2002)「量化研究與統計分析」。台北市：五南圖書。
8、邱皓政(2004)「結構方程式：LISREL的理論、技術與應用」。台北市：雙葉書廊。
9、洪勝鴻(2004)「體驗行銷及關係行銷對顧客價值及顧客滿意影響之研究－以休閒農場為例」。國立高雄應用科技大學商務經營研究所碩士論文。
10、范碧珍(2001)「體驗式消費時代來臨」。突破雜誌，第187卷，頁26-30。
11、洪穎思(2004)「體驗行銷與品牌形象互動之探討」。淡江大學管理科學研究所碩士論文。
12、高明智(2001)「由旅情談體驗行銷與服務」。突破雜誌，第187卷，頁14-16。
13、陳振燧(1996)「企業形象、顧客滿意與品牌權益之關係研究－以連鎖便利商店為例」。銘傳大學管理科學研究所碩士班。
14、陳順宇(2004)「多變量分析」。台北市：華泰文化。
15、陳耀茂 編審(2005)「共變異數構造分析入門」。豐田秀樹、前田中彥、柳井晴夫 原著。台北市：鼎茂圖書。
16、袁薏樺(2003)「體驗行銷、體驗價值與顧客滿意之研究」。國立台北科技大學商業自動化與管理研究所碩士論文。
17、張立品(2003)「品牌體驗對品牌關係之研究」。逢甲大學企業管理研究所碩士論文。
18、張慶珍(2002)「從體驗行銷的觀點探討廣告的視覺符號－以女性雜誌服飾廣告為例」。銘傳大學設計管理研究所碩士論文。
19、葉香麟(2002)「品牌形象、品牌關係與知覺品質關係之研究－以美白化妝品業為例」。銘傳大學設計管理研究所碩士論文。
20、楊素蘭(2004)「環境體驗、體驗價值、顧客滿意與行為意向之研究」。國立台北科技大學商業自動化與管理研究所碩士論文。
21、劉裕春(2003)「體驗行銷與關係結合方式對網路忠誠度之影響」。義守大學管理研究所碩士論文。
22、蘇宗雄(2000)「感性抬頭，進入大體驗時代」。設計雜誌，第93卷，頁5-8。
二、西文部份
1.Ajzen, I., & Driver, B. L. (1991). Prediction of Leisure Participation fromBehavior, Normative, and Control Beliefs: An Application of the Theory of Planned Behavior. Leisure Sciences, Vol. 13, 185-204.
2.Bagozzi R. P. & Yi Y. (1988). On The Use of Structural Equation Model in Experimental Designs. Journal of Marketing Research, Vol. 26, 271-284.
3.Barry B. J. & Darden W. R. (1992). Consumer Self-Regulation in a Retail Environment. Journal of Business Research, Vol.24, 253-268.
4.Batra R. & Olli T. A. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters, Vol. 2, 159-170.
5.Bearden, W. & Jesse E. T. (1983). Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Letters, Vol. 20, 21-28.
6.Berry, L. L. (1983). Relationship Marketing, Emerging Perspectives of Services. Marketing, American Marketing Association, 25-28, Chicago.
7.Biel A. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, Vol. 32, 6-12.
8.Bitner M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee responses. Journal of Marketing, Vol. 54, 192-220.
9.Bolton R. N. & Drew J. H. (1991)A Multistage Model of Customers’ Assessments of Service Quality and Value. Journal of Consumer Research, Vol. 17, 75-84.
10.Bolton R. N. & Drew J. H. (1991). A Longitudinal Analysis of the Impacts of Service Changes on Customer Attitudes. Journal of Marketing, Vol. 55, 1-9.
11.Boulding W., Kalra A., Staelin R., & Zeithaml V. A. (1993). A Dyamic Process Model of Service Quality: From Expectation to Behavioral Intentions. Journal of Marketing Research, Vol. 30, 7-27.
12.Bullmore (1984). The Brand and its Image Revisited. International Journal of Advertising, Vol. 3, 235-238.
13.Chambliss (2000). Using lexical decomposition to quantify brand image. IMC Research Journal, Vol. 6, 49-53.
14.Chambliss (2001). The Relationship of Brand Attitudes and Brand Performance: The Role of Brand Loyalty. Journal of Marketing Management, Vol. 9, 1-9.
15.Churchill, G. A. & Surprenant C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, Vol. 19, 133-147.
16.Crowley A. E., Eric R. S. & Kevin R. H. (1992). Measuring Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories. Marketing Letters, Vol. 3, 239-249.
17.Day H. I. (1981). Play, a Ludic Behavior,pp225-249 in Advances in Intrinsic Motivation and Aesthetics, New York and London: Plenum Press.
18.Day, G. S. & R. Wensley. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, Vol. 52, 1-20.
19.Dodds W. B. & Monroe K. B. (1985). The Effect of Brand and Price Information on Subjective ProductEvaluations. Advances in Consumer Research, Vol. 12, 87–90.
20.Engel J.F., Blackwell, R. D & Miniard, P.W.(1990).Cunsumer Behavior, The Dryden Press, NY.
21.Engel J. F., Blackwell R. D., & Miniard P. W. (1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas,
22.Fornell C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol. 56, 6-21.
23.Fornell M. D., Eugene W. A., Jaesung C., & Barbara E. B. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings, Journal of Marketing, Vol. 60, 1-21.
24.Gerbing D. W. & Anderson J. C. (1988). An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment. Journal of Marketing Research, Vol. 25, 186-192.
25.Graeff T. R. (1996). Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluations. Journal of Consumer Marketing, Vol. 13, 4-18.
26.Hair J. F., Anderson R. E., Tatham R. L. & Black W. C. (1998). Multivariate Data Analysis. 4ed, Englewood Cliffs, Prentice-Hall Inc., New Jersey.
27.Holbrook M. B. & Corfman K. P. (1985). Quality and Value in the Consumption Experience: Phaedrus Rides Again, 31–57 in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacobyand Jerry C. Olson (Eds.), Lexington, MA: Lexington Books.
28.Holbrook M. B. (1994). The Nature of Customer Value: An Axiology of Service in the Consumption Experience, Service Quality: New Direction in Theory and Practice, by Roland t. Rust and Richard L. Oliver, eds. Thousand Oaks, CA: Sage publications, 21-71.
29.Huizinga J. (1955). Homo ludens: a study of the play element in culture. MA: The Beacon Press, Boston.
30.John D. & Grayson K. (1995). Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus. Journal of consumer Research, Vol. 21, 660-676.
31.Keller K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57, 1-22.
32.Keller K. L. (1998). Strategic Brand Management. Building, Measuring, and Managing Brand Equity, Prentice Hall.
33.Kotler P. (1991). Marketing Management: Analysis, Planning, Implementation and Control. 7th ed., Prentice-Hall, Englewood Cliffs, NJ, 246-249.
34.Kotler P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th ed., Prentice-Hall Inc., New Jersey.
35.Mano H. & Oliver R. L. (1993). Assessing the Dimensionality and Structure of the consumption Experience: Evaluation, Felling and Satisfaction. Journal of Consumer Research, Vol. 20,. 451-466.
36.Mathwick C., Malhotra N. & Rigdon E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, Vol. 77, 39-56.
37.Mittal, V. F. & W. M. Lassar. (1996). The Role of Personalization in Service Encounters. Journal of Retailing, Vol. 72, .95-109.
38.Oliver, R. (1999). Value as Excellence in the Consumption Experience, 43-62, London and New York: Routledge.
39.Olson J. C. (1981). What is an Esthetic Response? 71–74 in Symbolic Consumer Behavior, Elizabeth C.Hirschman and Morris B. Holbrook, (Eds). Ann Arbor, NY: Association for Consumer Research.
40.Otto, J.E. & Ritchie, J. R. (1996). The Service Experience in Tourism, Tourism Management. Vol. 17, 165-174.
41.Park, C. W., Joworski, B. J., & Machinnis D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, Vol. 50, 135-145.
42.Petrick, J. F., Morais, D. D., & Norman, W. C. (2001). An Examination of the Determinants of Entertainment Vacationer’s Intentions to Revisit. Journal of Travel Research, Vol. 40, 41-48.
43.Pine, B. J., & Gilmore J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, Vol. 76, 97, Boston.
44.Poter S. S & Claycomb C. (1997). The influence of brand recognition on retail store image. Journal of Product and Brand Management, Vol. 6, 373-387.
45.Rifkin, J. (2001). The Age of Access: The New Culture of Hyper capitalism-Where all of Life is a Paid-For experience. J.P. Tarcher pub., New York.
46.Sheth, J. N. Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, Vol. 22, 159-170.
47.Sheth, J. N., Newman B. I., & Gorss B. L. (1991). Consumption Values and Market Choices-Theory and Applications., OH: South-Western Publishing Co., Cincinnati.
48.Singh, J. (1991). Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery. Journal of Academy of Marketing Sciences, Vol. 19, 223-234.
49.Thaler R. (1985). Mental Accounting and Consumer Choice. Marketing Science, Vol. 4, 199–214.
50.Unger L. S. & Jerome B. K. (1983). On the Meaning of Leisure: An Investigation of Some Determinants of Subjective Experience. Journal of Consumer Research, Vol. 9, 381-392.
51.Veryzer R. W. (1993). Aesthetic Response and the Influence of Design Principles on Product Preferences, 224–228 in Advances in Consumer Research, 20, Association for Consumer Research.
52.Westbrook, R. A. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Marketing, Vol. 44, 68-72.
53.Woodruff, R. B., Schumann, D. W., & Gardial, S. F. (1993). Understanding Value and Satisfaction from the Customer’s Point of view. Survey of Business, Vol. 29, 33-40.
54.Woodside, A. G. & Daly R. T. (1989). Linking Service Quality, Customer Satisfaction, and Behavioral Intertion. Journal of Care Marketing, 5-7.
55.Yadav, M. S. & Monroe K. B. (1993). How buyers perceive savings in a bundle price: an examination of a bundle’s transaction value. Journal of Marketing Research, Vol. 30, 350–358.
56.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, Vol. 52, 2-22.
57.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, Vol. 60, 31-46.