臺灣博碩士論文加值系統

體驗經濟時代的來臨，產品與服務的差距越來越小，顧客所追求的是親身的參與，而獲得獨一無二的體驗感受，於是體驗行銷概念因此興起，企業必須創造具吸引力的場所，讓企業與消費者共同參與，讓消費者沉浸在體驗過程中，創造消費者美好的回憶，未來消費者體驗將是行銷上主要戰場。
本研究主要探討體驗行銷、體驗價值、顧客滿意度和顧客忠誠度之間的關係，體驗行銷的概念乃採用Schmitt（1999）提出的五個構面：感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗;而體驗價值主要採Mathwick，Malhotra and Rigdon（2001）所提出的四個分類「消費者投資報酬」、「服務優越性」、「美感」、「趣味性」，作為體驗價值的構面。並以台中文化創意產業園區為研究對象，採便利抽樣方式發放問卷。研究的方法主要採用敘述性統計、變異數分析、相關分析、迴歸分析。
研究結果如下所示：
一、 體驗行銷對體驗價值有正向關係
二、 體驗行銷對顧客滿意度有正向關係
三、 體驗價值對顧客滿意度有正向關係
四、 顧客滿意度對顧客忠誠度有正向關係

Since the advent of experiencing economic era, the disparity between products and service is gradually vague. The feeling of participation in person became what the customer pursues. Such experiential marketing now is gradually popular. It is very important to enterprises to create an atmosphere or arena for customers, let them participate, enjoy together and obtain a good consumption memory. Consumer experiential marketing should be a big topic in the future.
The Study is focus on the relationships among experiential marketing, experiential value and customer loyalty. The concept of experiential marketing is according to the research of Schmitt(1999).There are five dimensions in his study: the senses, feelings, thinking, acting and relating. The concept of experiential value is according to the research of Mathwick,Malhotra and Rigdon(2001).There are four dimensions in his study: customer return on investment, service excellence, aesthetics, playfulness.
My research object is about Taichung Cultural & Creative Industries Park. I use convenient sampling to arrange my questionnaire. Research Methods are descriptive statistics, correlation analysis, regression analysis . The conclusions of this research are summarized as following.
1. The experiential marketing has significantly positive influences to experiential value.
2. The experiential marketing has significantly positive influences to customer satisfaction.
3. The experiential value has significantly positive influences to customer satisfaction.
4. Customer satisfaction has significantly positive influences to customer loyalty.

摘要 i
ABSTRACT ii
目錄 iv
圖目錄 v
表目錄 vi
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 4
第二章 文獻探討 5
第一節 台中文化創意產業園區 5
第二節 體驗行銷理論 18
第三節 體驗價值理論 22
第四節 顧客滿意度理論 25
第五節 顧客忠誠度理論 28
第六節 體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關係 31
第三章 研究方法 33
第一節 研究架構 33
第二節 變數的操作性定義 34
第三節 研究假說 36
第四節 問卷設計 38
第五節 資料分析方法 43
第四章 資料分析 45
第一節 樣本結構分析 45
第二節 信度分析 50
第三節 變異數分析 51
第四節 卡方檢定 62
第五節 相關分析 63
第六節 迴歸分析 64
第七節 路徑分析 67
第五章 研究結論與建議 69
第一節 研究結論 69
第二節 研究建議 73
第三節 研究限制 76
參考文獻 77
圖目錄
圖 1 研究流程圖..................................................................................................... 4
圖 2「台中文化創意產業園區」平面圖................................................................. 8
圖 3 多功能藝文中心............................................................................................. 9
圖 4 藝文展覽館................................................................................................... 10
圖 5 雅堂館........................................................................................................... 11
圖 6 菸草儲藏倉庫............................................................................................... 12
圖 7 音樂排練室................................................................................................... 13
圖 8 衡道堂........................................................................................................... 14
圖 9 國際展演廳................................................................................................... 15
圖 10 求是書院..................................................................................................... 16
圖 11 戶外廣場 ..................................................................................................... 17
圖 12 體驗形式構面與種類，............................................................................. 19
圖 13策略體驗模組................................................................................................ 20
圖 14 體驗價值的類型......................................................................................... 24
圖 15 忠誠度三角模式......................................................................................... 29
圖 16 研究架構..................................................................................................... 33
圖 17 路徑分析....................................................................................................... 68
表目錄
表 1 體驗策略模組內容.......................................................................................... 20
表 2 體驗行銷與傳統行銷差異.............................................................................. 21
表 3 體驗行銷問卷.................................................................................................. 39
表 4 體驗價值問卷.................................................................................................. 40
表 5 顧客滿意度問卷.............................................................................................. 41
表 6 顧客忠誠度問卷.............................................................................................. 42
表 7 基本資料次數分配表...................................................................................... 46
表 8 旅遊特性次數分配表...................................................................................... 48
表 9 旅遊資訊得知佔比.......................................................................................... 49
表 10 最喜歡的地佔比............................................................................................ 49
表 11 信度分析 ........................................................................................................ 50
表 12 性別t檢定 .................................................................................................... 51
表 13 年齡ANOVA分析 .......................................................................................... 52
表 14 教育程度ANOVA分析 .................................................................................. 54
表 15 婚姻t檢定 ...................................................................................................... 55
表 16 職業ANOVA分析 .......................................................................................... 56
表 17 薪資收入ANOVA分析 .................................................................................. 59
表 18 居住地點ANOVA分析 .................................................................................. 60
表 19 平均收入、遊玩次數、人數*是否消費費交叉表........................................ 62
表 20 相關分析.......................................................................................................... 63
表 21 體驗行銷對體驗價值之變異數分析.............................................................. 64
表 22 體驗行銷之迴歸分析...................................................................................... 65
表 23 體驗行銷、體驗價值對顧客滿意度之變異數分析...................................... 65
表 24 顧客滿意度之迴歸分析.................................................................................. 65
表 25 體驗行銷、體驗價值、顧客滿意度對顧客忠誠度之變異數分析.............. 66
表 26顧客忠誠度之迴歸分析................................................................................... 66

1.台中創意文化園區 網站：http://tccp.hach.gov.tw
2.王世澤、鄭明松 (2003)。體驗行銷：廣告訴求對消費者體驗價值關係研究命題的發展。中華企業評價學會論文研討會，國立交通大學，台灣，新竹, 27-32
3.王育英、梁曉鶯譯（2000）。體驗行銷。台北：經典傳訊。
4.王保進（1996）。統計套裝程式SPSS 與行為科學研究。台北市：松崗。
5.古宜靈、廖淑容(2004)。文化產業的地方性與經濟性。台北：文化研究學會2003年會：靠文化‧By Culture，文化研究學會。
6.吳萬益(2008)。企業研究方法(第三版)。華泰文化。
7.林東清等、許孟祥（1997）。資訊管理調查研究方法。資訊管理學報，4(1)，21-40。
8.邱皓政（2010）。量化研究與統計分析:SPSS(PASW)資料分析範例解析。台北：五南書局。
9.陳季芬、唐吉民(2010)。台中國際觀光旅展遊客體驗之研究。國立台中教育大學體育學系期刊。5(1)，41-47。
10.黃慶源、邱志仁、陳秀鳳(2004)。博物館之體驗行銷策略。科技博物。8(2)，47-66。
11.黃靜宜（2009）。體驗行銷、體驗價值與顧客忠誠關係之研究－以星巴克為例。東吳大學商學院企業管理學系研究所碩士論文， 台北。
1.Albrecht, K. (1994). Customer value. Executive Excellence, 11(9), 14-15.
2.Backman, SJ, Crompton JL.（1991）. Differentiation between high,Spurious, latent and low loyalty participants in two leisure activities. Journal of Park and Recreation Administration: A Publication of the American Academy for Park and Recreation Administration, 9(2), 1-14.
3.Bassett, K. (1993). Urban cultural strategies and urban cultural regeneration: a case study and critique, Environment and Planning A, 25, 1773-1788.
4.Bianchini, F. and Parkinson, M. (1993). Cultural Policy and Urban Regeneration: The West European Experience. Manchester: Manchester University Press.
5.Brown, G.H. (1952). Brand Loyalty-fact or Fiction? . Advertising Age, 23(6), 53-55.
6.Cardozo, R.N.（1965）. An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2, 244-249.
7.Churchill, G. and Surprenant, C. (1982). An Investigation into the Determinants of Consumer Satisfaction. Journal of Marketing, 19(4), 491-504.
8.Cronin, J. J. Jr., M. K. Brady, R. R. Brand, R. H. Jr., and D. J. Shemwell (1997). A Cross-Sectional Test of the Effect and Conceptualization of Service Value. The Journal of Services Marketing, 11, Iss. 6, pp. 375-391.
9.Czepiel, A. and Rosenberg, J. (1976). Customer Satisfaction: Toward An Integrative Framework. Proceedings of the Southern Marketing Association, 169-171.
10.Day, G. S. & R. Wensley. (1988). Assessing Advantage: A　Framework for Diagnosing Competitive Superiority. Journal of　Marketing, 52, 1-20.
11.Day, H. I. (1981). Play a Ludic Behavior, New York and London: Plenum Press, 225–249.
12.Day, R. L. (1977). Extending the Concept of Consumer Satisfaction. Atlanta: Association for Consumer Reseacher, 4, 149-55.
13.Deighton, J. and Grayson, K. (1995). Marketing and seduction: Building exchange relationships by managing social consensus. Journal of Consumer Research, 21(4), 660-676.
14.Dick,A.S.& K.Basu (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Acadeemy of Marketing Science, 22(2), 99-113.
15.Fornall, C.(1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 55, 1-22.
16.Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 6-21.
17.Giese, J. L., & Cote, J. A. (2000). Defining Consumer Satisfaction. Academy of Marketing Science Review, 2000(1), 1-24.
18.Hempel, D. J. (1977). Consumer Satisfaction with The Home Buying Process: Conceptualization and Measurement, in The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, Cambridge, MA., Marketing Science Institute.
19.Holbrook, M. B. (1994). The Nature of Customer Value: An axiology of services in the consumption experience, in R. T. Rust and R. L. Oliver (eds) Service Quality: New Directions in Theory and Practice, Thousand Oaks, CA: Sage Publications, 21-71.
20.Howard, J. A. & Sheth, J. N. （1969）. The Theory of Buyer Behavior, New York, NY, John Wiley and Sons Inc.
21.Huizinga, J. (1955). Homo ludens: A Study of the Play Element in Culture, Boston, MA: The Beacon Press.
22.Jones, T. O. & Sasser, W. E. (1995). Why satisfied Customers Defect. Harvard Business Review, 73, 88-99.
23.Jones, T. O. and W. Earl Sasser (1995). Why Satisfied Customer Defect. Harvard Business Review, 88-99.
24.Kong, L. (2000). Culture, economy, policy: trends and developments. Geoforum, 31,385-390.
25.Lovatt, A. and O’Connor, J. (1995). Cities and the night-time economy. Planning Practice andResearch, 10(2), 127-134.
26.Manning, R. E. (1986). Study in Outdoor Recreation: Search and Research for Satisfaction. Oregon State University.
27.Mathwick C., Malhotra N. and Rigdon E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, 77(1), 39-56.
28.Mitchell, A..A. (1979). Involvement：Potentially Important Mediator of Consumer Behavior. Advances in Consumer Research, 6, 41-63.
29.Neal, W. D., (1999). Satisfaction is Nice, but Value Drives Loyalty. Marketing Research 11 .20-23.
30.Nicholls, J. A. F., Gilbert, G.R. and Roslow, S. (1998). Parsimonious Measurement of Custioner Satisfaction with Personal Service and the Service Setting. Journal of Consumer Marketing, 15(3), 239-253.
31.Oliver, R. L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63(4), 33-44.
32.Oliver, Richard (1999). Value as Excellence in the Consumption Experience in Customer Value, A Framework for Analysis and Research. Morris Holbrook, New York: McGraw-Hill, 43-62.
33.Ostrom, A., and Iacobucci, D. (1995). Consumer Trade-Offs and the Evaluation of Services. Journal of Marketing, 59(1), 117-128.
34.Owens, D.D (1997). The experience economy. Franchising World, 32(1), 11.
35.Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58(1), 111-124.
36.Parasuraman, A., Valarie A, Zeithaml, and Leonard L. Berry (1996). The Behavioral Consequences of Service Quality. Journal of Marketin, 60(l), 31-46.
37.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, 40, 41-48.
38.Pine II, B.J.and Gilmore, J.H. (1998). Welcome to the experience economy. Harverd Business Review, 76 (4), 97-105.
39.Reichheld, L. F., & Sasser, W. E. (1990). Zero defection: Quality comes to service. Harvard Business Review, 68, 105-111.
40.Schmitt, B.H. (1999). Experiential marketing: How to get customer to sense, feel, think, act and relate to your company and brand. New York, NY: Free Press.
41.Shoemaker, S., and Lewis, R. C. (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality management, 18, 345-370.
42.Singh, J. (1991). Industry characteristics and consumer dissatisfaction. Journal of Consumer Affairs, 25, 19-56.
43.Soloman, M. R., Marshall, G. W. and Stuart, E. W. (2004). Marketing (4th ed.), Upper Saddle River. New Jersey: Prentice-Hall.
44.Unger, L. S. and J. B. Kernan (1983). On the Meaning of Leisure: An Investigation of Some Determinants of the Subjective Experience. Journal of Consumer Research, 9(4), 381-392.
45.Westbrook, R. A. (1981). Sources of Consumer Satisfaction with　Retail Outlets. Journal of Marketing, 44, 68-72.
46.Woodruff, R. B., Schumann, D. W., & Gardial, S. F. (1993). Understanding Value and Satisfaction from the Customer’s Point of view. Survey of Business, 29, 33-40.
47.Woodside, A. G. Frey, L. L. and Daly, R. T. (1989). Linking Service Quality, Customer Satisfaction, and Behavioral Intention. Journal of Care Marketing, Dec., 5-7.
48.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-EndModel and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
49.Zeithaml, V. A. and Bitner, M. J. (2000). Service Marketing: Integrating Customer Focus across the Firm (2nd Ed.). New York: McGraw-Hill.