臺灣博碩士論文加值系統

近年來政府致力提倡文化創意產業發展計畫，使文化創意產業掀起一股熱潮，此舉成功的吸引許多具競爭力的機構與創意人才的投入並且已獲得相當之成果，如站上國際舞台的文創品牌、國內頻繁的文化創意活動，到年經人的創意市集成形等。再者消費者開始在日常生活與消費上重視創新性的體驗，因此瞭解消費者的創新生活體驗、消費行為與關係品質的關係，對企業建構有效行銷策略有其重要性。而過去較少有關探討創新生活體驗之研究，例如：不同特徵的個體在其創新生活體驗的差異性，且在創意市集的消費者對於消費行為與關係品質之研究亦有不足。
本研究以臺北市西門紅樓創意市集消費者為研究對象採取便利抽樣，共發放200份問卷，回收200份，剔除填答不完扣除填答不完整與資料不齊全問卷14份，有效問卷為186份，有效回收率為93%。在資料分析方面採以敘述性統計分析、信度與效度分析、探索性因素分析、t檢定與變異數分析、相關分析與迴歸分析加以探討。而本研究之實證結論如下：
一、創新生活體驗對關係品質具有直接正向顯著影響，獲得部份成立。其中創新生活體驗中「巧思與嘗試生活體驗」、「感官行動生活體驗」與「運用機智與新知生活體驗」構面對關係品質中之「承諾與滿意」、「信任」皆具正向顯著的影響。創新生活體驗之「感官行動生活體驗」構面對關係品質變項中「承諾與滿意」構面的影響較大，而「感官行動生活體驗」構面對關係品質變項中之「信任」構面的影響較大。
二、消費行為在創新生活體驗對關係品質變項中「承諾與滿意」構面及「信任」構面之影響具有部份中介效果存在。
三、不同消費者特徵之消費者在創新生活體驗與消費行為上具有部份顯著差異性，而不同消費者特徵之消費者在關係品質上則不具有顯著差異性。

Due to the “Cultural Creative Industrial Developmental Plan” has been extensively promoted by Taiwan government in the recent years; the cultural creative industry becomes more popular. Accordingly, excellent results show that many competitive organizations and individual creators are successfully attracted to involve into this market. For example, local creative brand turns to internationally, frequent creative activities in domestic and development of creative market by young people. Moreover, innovative experiences in daily life and consumption have been paid attention by consumers. Therefore, it is important for companies to build up the efficient marketing strategies to realize the relationship among consumers’ innovative life experience, consumer behaviors and quality relationship.
Consumers in The Red House Taipei are the targets of the research. Totally 200 questionnaires are sent and collected from the customers. As there are 14 incomplete copies, the recovery rate is 93 percent. SPSS statistical software package used to descriptive statistics, reliability analysis, validity analysis, exploratory factor analysis, t-test, ANOVA, correlation analysis, multiple regression analysis, and other statistical methods of empirical analysis.
The major conclusions are summarized as follows:
1.Partially, innovative life experience has positive effects on relationship quality. Clever life experience, sensory life experience, and novelty and trend following life experience have apparent positive effect on commitment/ satisfaction and trust of relationship quality.
2.Consumer behavior has partial intermediary effect on innovative life experience and commitment/ satisfaction and trust of relationship quality.
3.The different consumer characteristics cause partial significant differences in innovative life experience and consumer behavior. Oppositely, but there is no difference in relationship quality.

目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 創新生活體驗：創造力觀點 6
第二節 消費行為 11
第三節 關係品質 15
第參章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
第三節 研究變項與衡量題項設計 25
第四節 問卷設計 32
第五節 研究對象 34
第六節 資料分析方法 35
第七節 預試 37
第肆章 資料分析與討論 41
第一節 樣本基本資料分析 41
第二節 信度與效度分析 44
第三節 探索性因素分析 48
第四節 敘述性統計分析 55
第五節 創意市集消費者特徵與本研究各構面之t檢定與變異數分析 58
第六節 相關分析 75
第七節 複迴歸分析 77
第伍章 結論與建議 95
第一節 研究結論 95
第二節 管理與實務意涵 105
第三節 研究限制與未來研究建議 108
參考文獻 109
附錄一 正式問卷 117

表目錄
表2-1-1 創造力與創意生活經驗量表相關性構面 8
表2-3-1 關係品質衡量構面 16
表3-3-1 開放性問卷回收情形 27
表3-3-2 創新生活體驗衡量題項 28
表3-3-3 消費行為衡量題項 29
表3-3-4 關係品質衡量題項 31
表3-4-1 創意市集消費者基本資料設計 33
表3-7-1 創新生活體驗變項之信度分析 (預試) 38
表3-7-2 消費行為變項之信度分析 (預試) 39
表3-7-3 關係品質變項之信度分析 (預試) 40
表4-0-1 問卷回收概況 41
表4-1-1 正式回收樣本基本資料結構 42
表4-2-1 創新生活體驗量表信度分析 (正式調查) 44
表4-2-2 消費行為量表信度分析 (正式調查) 45
表4-2-3 關係品質量表信度分析 (正式調查) 45
表4-2-4 區別效度分析 47
表4-3-1 KMO值的判斷原理 48
表4-3-2 創新生活體驗之KMO與Bartlett檢定 49
表4-3-3 創新生活體驗變項之因素分析 50
表4-3-4 消費行為之KMO與Bartlett檢定 51
表4-3-5 消費行為變項之因素分析 52
表4-3-6 關係品質之KMO與Bartlett檢定 53
表4-3-7 關係品質變項之因素分析 54
表4-4-1 創新生活體驗同意程度表 55
表4-4-2 消費行為同意程度表 56
表4-4-3 關係品質同意程度表 57
表4-5-1 正式回收樣本合併後基本資料結構 58
表4-5-2 常態性檢定結果 60
表4-5-3 獨立性檢定結果 61
表4-5-4 性別與本研究各構面之t檢定表 62
表4-5-5 年齡與本研究各構面之ANOVA檢定表 63
表4-5-6 婚姻狀況與本研究各構面之t檢定表 64
表4-5-7 職業類別與本研究各構面之ANOVA檢定表 66
表4-5-8 教育程度與本研究各構面之t檢定表 67
表4-5-9 平均月收入與本研究各構面之ANOVA檢定表 69
表4-5-10 居住地與本研究各構面之ANOVA檢定表 70
表4-5-11 三年內去創意市集的次數與本研究各構面之ANOVA檢定表 71
表4-5-12 平均停留時間與本研究各構面之ANOVA檢定表 72
表4-5-13 平均消費金額與本研究各構面之ANOVA檢定表 74
表4-6-1 各變項間之相關分析 76
表4-7-1 創新生活體驗變項對關係品質變項之複迴歸分析 81
表4-7-2 消費行為中介效果迴歸分析之VIF值、D-W值 83
表4-7-3 消費行為變項為創新生活體驗變項對關係品質之「承諾與滿意」構面的中介效果 85
表4-7-4 消費行為變項為創新生活體驗變項對關係品質之「信任」構面的 中介效果 91
表5-1-1 研究假說驗證結果 95
表5-2-1 研究假說驗證結果明細 (直接效果) 96
表5-2-2 研究假說驗證結果明細 (中介效果) 98
表5-2-3 不同消費者特徵之消費者在創新生活體驗上之差異性研究假說 驗證結果明細 102
表5-2-4 不同消費者特徵之消費者在消費行為上之差異性研究假說驗證 結果明細 103
表5-2-5 不同消費者特徵之消費者在關係品質的認知上之差異性研究假說驗證結果明細 104

圖目錄
圖1-3-1 研究流程 5
圖2-2-1 消費者決策模式 13
圖3-1-1 研究架構 20
圖3-4-1 問卷發展過程 32
圖4-7-1 修改後之概念性研究架構 77
圖4-7-2 修改後之細部研究架構 78
圖4-7-3 細部研究架構之創新生活體驗變項對關係品質變項之影響分析 82
圖4-7-4 細部研究架構之消費行為變項為創新生活體驗變項對關係品質 變項之「承諾與滿意」構面的中介效果分析 89
圖4-7-5 細部研究架構之消費行為變項為創新生活體驗變項對關係品質 變項之「信任」構面的中介效果分析 94

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