臺灣博碩士論文加值系統

現今社群網路的發達，使用社群媒體的人們越來越多，但相關文獻的搜尋及關聯性過去並沒有很多，透過情緒的反應是否能影響台灣節慶品牌的研究，本文旨用此研究針對遊客使用台灣燈會相關的社群媒體而誘發情緒建立品牌關係進行探討，以2016桃園台灣燈會遊客為研究對象，採便利抽樣方式於桃園台灣燈會現場發放問卷，共發放問卷425份，有效回收409份，有效回收率為96.2%。所得資料經描述性統計、驗證性因素分析及結構方程式等方法進行假設驗證，結果如下：遊客在社群媒體的使用上與正面情緒有顯著的正向影響，在負面情緒沒有直接顯著；遊客在台灣燈會的正面情緒會正向顯著影響品牌夥伴關係、親密關係、念舊，而負面情緒無負向顯著影響品牌夥伴關係、親密關係、念舊。正面情緒中驚喜、吸引、興奮、滿足得分較高，顯示遊客對於今年的台灣燈會的反應是滿意的，可能是今年的台灣燈會也創造了許多的創舉使得正面情緒較佳。最後，可以根據研究結果提出相關建議，可供下一屆主辦單位參考。

Nowadays, internet has developed very well and more and more people start to use community media. But there are not many related reference about this topic. This study will explore whether it can influence the Taiwan festival brand by emotional reation. This topic is that how visitors are induceded to establish brand relationship by using the related community media of Taiwan Lantern Festival. The objects of study are the visitors of 2016 Taiwan Lantern Festival. This study uses the convenience sampling, distributes 425 copies, responses 409 valid copies so has the valid response rate 96.2%.This study uses every analysis method to verify hypothesis, including descriptive statistics, confirmatory factor analysis and structural equation. The study results are as follows:The visitors’ using of community media has significant influence to positive emotion, but don’t have direct influence to negative emotion.The visitors’ positive emotion in 2016 Taiwan Lantern Festival has positive significant influence to brand partners’ relationship, intimate relationship and nostalgia, but the negativeemotiondoesn’t have negativesignificant influence to brand partners; relationship, intimate relationship and nostalgia.The scores of surprise, attraction, excitement and satisfaction in positiveemotion are higher and it displays that visitors are satisfied to the Taiwan Lantern Festival in this year. The positive emotion is better maybe because of the pioneering works; which Taiwan Lantern Festival creates in this year. At last, we can propose some related advices to let next organizer refer.

摘要 I
Abstract II
誌謝 III
目錄 V
表目錄 VII
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 5
第三節 研究流程 6
第四節 名詞解釋 8
第貳章 文獻探討 11
第一節 台灣燈會 11
第二節 社群媒體 13
第三節 情緒 15
第四節 品牌關係品質 20
第參章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 研究對象、範圍與抽樣方法 31
第四節 研究工具 32
第五節 問卷量表分析 36
第六節 資料處理及分析方法 38
第肆章 結果與討論 41
第一節 基本資料敘述性統計分析 41
第二節 驗證假說與模式 43
第伍章 結論與建議 57
第一節 研究結論 57
第二節 研究建議 59
第三節 研究限制 60
參考文獻 62
附錄 71
表目錄
表2-3-1 情緒的衡量構面 19
表 3-4-1 社群媒體量表 33
表 3-4-2 情緒量表 34
表 3-4-3 品牌關係品質量表 35
表 3-5-1 社群媒體項目分析摘要表 37
表 3-5-2 正面情緒項目分析摘要表 37
表 3-5-3 負面緒項目分析摘要表 37
表 3-5-4 品牌關係品質項目分析摘要表 38
表 4-1-1 受訪者資料分析 42
表 4-2-1 建構效度分析摘要表 44
表4-2-2 測量模式配適度指標分析表 46
表 4-2-3 測量模式的組成信度與收斂效度 48
表 4-2-4 潛在構面的相關係數矩陣 49
表4-2-5 假說與研究結果摘要表 50
表 4-2-6 測量模式配適度指標分析表 51
表 4-2-7 假說與研究結果摘要表 54
表 4-2-8 本研究結構模式直接效果、間接效果與整體效果 56

圖目錄
圖1-3-1 研究流程圖 7
圖2-4-1 品牌關係品質的初步模式 25
圖3-1-1 研究架構 28
圖 4-2-1 研究假說驗證路徑 50
圖 4-2-2 本研究模式標準化估計值 55

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