臺灣博碩士論文加值系統

隨著國際金價高漲、國內景氣萎縮，國人對於黃金產品的需求大減，衝擊傳統銀樓業者的業績；又加上國際珠寶品牌的強勢競爭，使得本土銀樓業的經營更加艱辛。即便許多店家已逐漸轉型，但傳統的商品行銷方法與服務型態，已無法滿足現代的客戶。各產業於是逐漸認知到體驗行銷的重要性，目的從簡單地吸引消費者的目光，至提供消費者深刻的購物體驗，以延長顧客駐足的時間、提升滿意度，甚至建立其對企業品牌的忠誠度。有鑑於以往以金銀珠寶產業為例探討此議題的相關研究較少，本研究擬以該產業為例，並以SOR模型理論為基礎，探討其如何使用體驗行銷策略以提升消費者的滿意度。此外，本研究將以服務品質做為調節變項，了解服務品質的提升是否會對體驗行銷與顧客滿意度之間有所影響。本研究使用問卷調查法，以高雄市的寶紅珠寶銀樓之現有客戶為樣本，總計回收381份有效的問卷。研究結果顯示(1)各項體驗行銷各個模組對顧客滿意度有正向之影響；(2)服務品質對於體驗行銷與顧客滿意度間關係並無顯著調節效果。本研究不僅能延伸體驗行銷與顧客滿意度的知識體系，亦能為金銀珠寶產業提供重要的行銷建議。

As the increasing gold price and the shrinking domestic economy, the demand for gold products has dropped sharply, impacting the performance of traditional jewelry industry. In addition, the strong competition from international jewelry brands has made the operation of the local jewelry industry even more difficult. Understanding that the traditional marketing methods and service types are no longer able to satisfy modern customers, various industries have gradually realized the importance of experiential marketing. This study intends to use jewelry industry as an example to explore how experiential marketing will improve consumer satisfaction. In addition, this study intends to use service quality as a moderator to understand whether the improvement of service quality will affect the relationship between experiential marketing and customer satisfaction. This research employs questionnaire survey method, and uses the existing customers of Baohone Jewelry Store in Kaohsiung City as a sample, finally collecting total 381 questionnaires. We find that (1) experiential marketing has a positive impact on customer satisfaction, and (2) service quality does not have a significant moderating effect. This research can not only extend the knowledge system of experiential marketing and customer satisfaction, but also provide important marketing suggestions for the jewelry industry.

摘要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻探討 5
2.1 台灣金銀珠寶產業概況 5
2.2 SOR理論 8
2.3 體驗行銷 10
2.4 服務品質 13
2.5 顧客滿意度 17
第三章 研究方法 19
3.1 研究架構 19
3.2 研究假說 20
3.3 測量工具與研究對象 20
3.4 問卷設計 21
3.5 資料分析方法 25
第四章 研究結果 27
4.1 樣本結構分析 27
4.2 各構面相關性分析 40
4.3 各構面敘述分析 42
4.4 模型適配度指標 46
4.5 信度分析 48
4.6 效度分析 49
4.7 迴歸分析 53
4.8 階層迴歸分析 54
第五章 研究結論與建議 56
5.1 研究結果與討論 56
5.2實務應用與貢獻 58
5.3研究限制與未來研究建議 59
第六章 參考文獻 61
附錄一 問卷 66

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