臺灣博碩士論文加值系統

根據《行政院2019年：國情介紹》提及，臺灣的宗教建築總計15,175座，比約13,000家的便利商店還多。由此可見，臺灣的廟宇文化雖然獨特，但重複性高，因此需要打造「宮廟品牌」並展現差異化。隨著網路和數位技術的普及，《Digital 2022：TAIWAN》報告指出，臺灣約有九成人口為網際網路使用者。這顯示出，網路行銷和推廣的重要性已超越傳統的口耳相傳方式。除了數位行銷，還應破除廟宇文化年齡層偏高的迷思。宮廟需要建立自己的品牌形象和特色，並利用現代數位行銷來宣傳，通過信眾的體驗行銷來強化對宮廟的忠誠度。
本研究以「東石先天宮」為例進行研究，研究對象為信徒，並分析探討宮廟品牌形象、數位行銷、體驗行銷與信徒忠誠度之間的關聯性。因此，本研究目的包含：1. 探討宮廟品牌形象對信徒忠誠度之影響。2. 探討宮廟品牌形象與數位行銷對信徒忠誠度之影響。3. 探討宮廟品牌形象與體驗行銷對信徒忠誠度之影響。4. 探討數位行銷與體驗行銷在宮廟品牌形象對信徒忠程度是否存在中介效果。
本研究採用GOOGLE表單進行問卷調查，共發放410份問卷，全部有效回收，回收率100%。據研究結果顯示（1）宮廟品牌形象對信徒忠誠度具有正向顯著影響；（2）數位行銷在宮廟品牌形象對信徒忠誠度具有部分中介效果；（3）體驗行銷在宮廟品牌形象對信徒忠誠度具有中介效果。
總結來說，本研究結果可為研究宮廟品牌形象、數位行銷、體驗行銷與信徒忠誠度的學者提供參考，並為宮廟行銷與經營管理人員提供具體的實務建議。

According to the "2019 National Overview" by the Executive Yuan, Taiwan has a total of 15,175 religious buildings, surpassing the approximately 13,000 convenience stores. This highlights that while Taiwan's temple culture is unique, there is significant redundancy, making it essential to establish a distinct "temple brand" and showcase differentiation. With the widespread adoption of the internet and digital technologies, the "Digital 2022: Taiwan" report points out that nearly 90% of Taiwan's population are internet users. This underscores the importance of online marketing and promotion, which have now surpassed traditional word-of-mouth approaches. In addition to digital marketing, it is important to dispel the misconception that temple culture is primarily for an older demographic. Temples need to build their own brand image and characteristics, leveraging modern digital marketing for promotion and enhancing loyalty through experiential marketing with devotees.
This study examines the "Dongshi Xiantian Temple" as a case study, focusing on devotees and analyzing the relationship between temple brand image, digital marketing, experiential marketing, and devotees' loyalty. Therefore, the objectives of this study include: 1. Scrutinizing the impact of temple brand image on devotees' loyalty. 2. Exploring the impact of temple brand image and digital marketing on devotees' loyalty. 3. Examining the impact of temple brand image and experiential marketing on devotees' loyalty. 4. Evaluating the mediating effect of digital marketing and experiential marketing on the relationship between temple brand image and devotees' loyalty.
This study conducted a questionnaire survey using Google Forms, distributing a total of 410 questionnaires, all of which were validly collected, achieving a 100% response rate. According to the research results, (1) temple brand image exerts a positive and significant effect on devotees' loyalty; (2) digital marketing partially mediates the effect of temple brand image on devotees' loyalty; (3) experiential marketing mediates the effect of temple brand image on devotees' loyalty.
In conclusion, the results of this study provide a valuable reference for researchers on temple brand image, digital marketing, experiential marketing, and devotees' loyalty. The results also present practical guidance for temple marketing and management professionals.

摘要 i
ABSTRACT ii
誌謝 iv
目 次 vi
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第四節 東石先天宮個案介紹 6
第二章 文獻探討 16
第一節 宮廟品牌形象 16
第二節 數位行銷 23
第三節 體驗行銷 29
第四節 信徒忠誠度 33
第三章 研究方法 37
第一節 研究架構與研究假說 37
第二節 研究變項之操作型定義與衡量方法 40
第三節 研究設計與實施 41
第四節 資料分析方法 53
第四章 研究發現 55
第一節 信度分析與效度分析 55
第二節 人口統計變項與個人宗教信仰變項之敘述性統計分析 57
第三節 人口統計變項對各變項之影響 68
第四節 宮廟品牌形象對信徒忠誠度之影響 73
第五節 層級迴歸分析(中介效果-數位行銷、體驗行銷) 75
第五章 結論與建議 81
第一節 研究結論 81
第二節 研究限制、未來研究方向與建議 84
第三節 實務建議與應用 88
參考文獻 96
附錄一 102
附錄二 108

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密碼台灣》台灣寺廟年年增、教堂漸凋零
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