臺灣博碩士論文加值系統

本篇論文的主要目的為探討在智慧型手機產業中，以這些行銷策略（體驗行銷、限量版行銷），是否會透過手機的產品屬性（媒體豐富度、獨特性），最終影響潛在消費者的認知（有用性、易用性、有趣性）。在本研究裡，我們利用SPSS 與LISREL 來檢驗每個變數間的效果及因果關係，並在大台北地區（台北市、新北市）進行配額抽樣。實驗結果顯示，本研究的假說大部份成立，我們也發現體驗行銷能藉由媒體豐富性，對改變消費者認知有強烈影響。

The purpose of this study is to identify whether the marketing strategies (experiential marketing, limited-edition product marketing) with product attributes (media richness, uniqueness) will finally affect the potential consumer’s perception (usefulness, ease of use, playfulness) in smartphone industries. In our research, we used SPSS and LISREL to examine the causal and effect relationship among every variable, and sampling population was taken from Great Taipei Area (Taipei City and New Taipei City). The empirical results show that most of the hypotheses in this study were positive relationships. In addition, we found that marketing strategies, especially experiential marketing, has a great influence on changing consumer’s perception.

Chapter1 Introduction 11
1.1. Research Motivation 11
1.1.1 Research Topics 11
1.1.2 Management Issue 12
1.1.3 Management Dilemma 13
1.2 Research Purposes and Contribution 14
1.2.1 Research Purposes 14
1.2.2 Research Contribution 15
1.3 Research Process 16
Chapter2 Literature Review 19
2.1 Experiential Marketing 19
2.1.1 Definition of experiential marketing 19
2.1.2 Function of experiential marketing 19
2.1.3 Constructs of experiential marketing 20
2.2 Limited-Edition Strategy (Hunger Marketing) 21
2.2.1 Definition of limited-edition strategy 21
2.2.2 Function of limited-edition strategy 22
2.2.3 Constructs of limited-edition strategy 22
2.3 Media Richness 23
2.3.1 Definition of media richness 23
2.3.2 Function of media richness 24
2.3.3 Constructs of media richness 24
2.4 Uniqueness 25
2.4.1 Definition of uniqueness 25
2.4.2 Function of uniqueness 25
2.4.3 Constructs of uniqueness 25
2.5 Perceived Usefulness 26
2.5.1 Definition of perceived usefulness 26
2.5.2 Function of perceived usefulness 26
2.5.3 Constructs of perceived usefulness 26
2.6 Perceived Ease of Use 27
2.6.1 Definition of perceived ease of use 27
2.6.2 Function of perceived ease of use 27
2.6.3 Constructs of perceived ease of use 27
2.7 Perceived Playfulness 28
2.7.1 Definition of perceived playfulness 28
2.7.2 Function of perceived playfulness 28
2.7.3 Constructs of perceived playfulness 29
Chapter3 Research Methodology 30
3.1 Research Framework 30
3.2 Research Hypothesis 32
3.2.1 Relationship between experiential marketing, media richness and uniqueness 32
3.2.2 Relationship between limited-edition strategy, media richness and uniqueness 34
3.2.3 Relationship between media richness, uniqueness and perceived usefulness 36
3.2.4 Relationship between media richness, uniqueness and perceived ease of use 37
3.2.5 Relationship between media richness, uniqueness and perceived playfulness 39
3.3 Measurement and Scale 41
3.3.1 Experiential Marketing 42
3.3.2 Limited-Edition Strategy 43
3.3.3 Media Richness 44
3.3.4 Uniqueness 45
3.3.5 Perceived Usefulness 46
3.3.6 Perceived Ease of Use 47
3.3.7 Perceived Playfulness 48
3.4 Data Collection and Sampling Design 49
3.5 The Method of Statistic Analysis 53
3.5.1 Reliability Analysis 53
3.5.2 Validity Analysis 54
3.5.3 The Linear Structure Relationship Model in our study 55
3.5.4 Linear Structural Relationship Equation 56
3.6 Basic Statistics Analysis of Pre-Test 60
3.6.1 Descriptive Statistic Analysis 60
3.6.2 One-Way ANOVA Analysis 62
3.6.3 Reliability Analysis 63
3.6.4 Validity Analysis 65
Chapter4 Empirical Results 69
4.1 Basic Statistics Analysis of Formal-Test 69
4.1.1 Sample Collection and Descriptive Statistic Analysis 69
4.1.2 One-Way ANOVA Analysis 71
4.1.3 Reliability Analysis 72
4.1.4 Validity analysis 74
4.2 Results of LISREL Analysis 79
4.2.1 The Overall Model Evaluation 79
4.2.2 The Results of the Structure Model 81
4.3 Empirical Analysis (LISREL) 83
4.3.1 Empirical Analysis of Direct and Indirect Effect 83
4.3.2 Empirical Analysis of Rival Models 89
Chapter5 Conclusions and Limitations 92
5.1 Research Conclusions 92
5.1.1 Concerning Media Richness 92
5.1.2 Concerning Two Marketing Programs 94
5.2 Research Recommendations 95
5.3 Research Limitation 97
Reference 99
Appendix 113

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