體驗行銷、體驗價值、顧客滿意與行為意向關係之研究-以華納威秀電影院為例
作  者 / 鄒文恩          指導教授 / 嚴國慶
出版學年
93學年
學校
朝陽科技大學 / 企業管理系碩士班
關鍵詞
行為意向 ,顧客滿意 ,體驗價值 ,體驗行銷
相關網址
中文摘要

大量生產的結果造成了商品過剩而消費者短缺的現象,如今企業面臨了更艱難的市場競爭,需想方設法使所提供的產品或者服務產生差異化,並持續提供顧客價值。Pine & Gilmore(1998)提出企業可透過提供消費者良好且獨特的消費體驗作為一有效的市場區隔方法。Schmitt (1999)認為消費體驗是可以被塑造的,企業應成為一個好的體驗提供者,而良好的體驗將可提高顧客滿意與顧客的正向行為意向。因此,本研究之目的在探討體
驗行銷、顧客的體驗價值、顧客滿意及行為意向間的關係。
本研究透過便利抽樣的方式,以台北信義華納威秀、台中老虎城華納威秀及高雄大遠百華納威秀之消費者為樣本母體,採問卷調查方式,共計發放500份問卷,有效回收390份。資料分析則以線性結構模式方法為主,檢驗本研究所提出的理論模式;並利用AMOS統計軟體為本研究之分析工具,研究結果如下:
1.體驗行銷之感官體驗對體驗價值呈現顯著正向關係
2.體驗行銷之情感體驗對體驗價值呈現顯著正向關係
3.體驗行銷之行動體驗對體驗價值呈現顯著正向關係
4.體驗價值對顧客滿意呈現顯著正向關係
5.顧客滿意對消費者行為意向呈現顯著正向關係
最後,本研究根據以上發現,對實務界及未來相關主題之研究方向,提出一些建議。

英文摘要
Mass production bring about too many merchandise and short of customer. Every enterprise is facing an increasingly competitive marketplace and finding it more difficult to differentiate their product or service, and provide customer value continuously. Pine& Gilmore(1998) advert that enterprise can through provide consumer sound and characteristic experience to make an available market segment. Schmitt (1999) argue that consumption experience can be made, and the enterprise should become a good experience provider. Sound experience conduce raise consumer satisfaction and positive behavior intention. Therefore, the purpose of this study is to explore the relationship of experiential marketing, experiential values (evolved from customer value), consumer satisfaction and behavior intention.
Convenience sampling method was applied to select 500 customers form the Taipei Sinyi Warner Village Cinema, Taichung Tiger-City Mall Warner Village Cinema and Kaohsiung Far-East Department Store Warner Village Cinema to answer the questionnaire. Of 390 responses were usable. Structural Equation Models were used to test the proposed hypotheses. AMOS software was applied as the analyzing tool in this study. The results showed that:
1. Sense experiential marketing had positive impact on experiential values; 2. Fell experiential marketing had positive impact on experiential values; 3. Act experiential marketing had positive impact on experiential values; 4. Experiential values had positive impact on consumer satisfaction; 5. Consumer satisfaction had positive impact on onsumer behavior intention. According to the result, we recommend some suggestions to both the practitioners and the
academics.
Keywords: Experiential marketing, Experiential Value,
Customer Satisfaction, Behavioral Intention

參考書目
請輸入欲尋找關鍵字:
一、中文部分
Cooper, D. R. & Schindler P. S. (2003). 企業研究方法(第八版)。台北市﹕
美商麥格羅.希爾國際股份有限公司 台灣分公司。(原著發行於1976)
Gob��, M. (2001). 高感性品行銷 (辛巴譯)。台北市﹕藍鯨出版。(原著發行
於2001)
Lin Y. (1972).林語堂當代漢英詞典。香港﹕香港中文大學出版。
Kotler, P. (2004). 行銷是什麼? (張振明譯)。台北市﹕商周出版。(原著發行
於2003)
Pine , B. J. & Gilmore J. H.(2003).體驗經濟時代(夏業良譯)。台北﹕經濟
新潮社出版。(原著發行於2002)
Schmitt, B. H. (2000). 體驗行銷 (王育英、梁曉鶯譯)。台北市﹕經典傳訊
文化出版。(原著發行於1999)
Brugger, W. (1992). 西洋哲學辭典 (項退結譯)。台北市: 先知出版社。(原著
發行於1975)
張紹勳(2001)。研究方法。台中:滄海。
王金酩(2004)。精緻化策略對顧客顧客滿意之研究。碩士論文,暨南國際大
學國際企業學系碩士班,南投。
王芳岑(2003)。體驗行銷、體驗價值與購買意圖關係之研究。碩士論文,
中國文化大學國際企業管理研究所,台北。
王世澤(2002)。體驗行銷﹕模型發展與實務驗証。碩士論文,國立中央大
學企業管理研究所,桃園縣。
江素貞(2003)。體驗價值對顧客滿意及行為意向關係之研究。碩士論文,
義守大學管理科學研究所,高雄。
江宜芳(2003)。體驗型商店環境對知覺價值與行為意向影響之研究—以「
石陶樹餐廳」為例。碩士論文,輔仁大學管理學研究所,台北。
李季龍(2003)。體驗行銷、體驗價值與品牌權益關係之研究。碩士論文,
中國文化大學國際企業管理研究所,台北。胡智博(2004)。大型連鎖書店顧客需求之研究─以Kano模式與體驗行銷為
架構。碩士論文,朝陽科技大學企業管理系碩士班,台中縣。
袁薏樺(2003)。體驗行銷、體驗價值與顧客滿意關係之研究。碩士論文,
國立台北科技大學商業自動化與管理研究所,台北。
許雲凱(2001)。華納威秀影城生產過程之政治經濟分析。碩士論文,國立
政治大學新聞學系碩士班,台北。
陳簾予(2004)。體驗品質對情、價值、體驗顧客滿意、承諾及行為意圖影響
之研究─以台灣現代戲劇演出為例。碩士論文,輔仁大學管理學研究所,
台北。
楊素蘭 (2004)。環境體驗、體驗價值、顧客滿意與行為意向之研究。碩士
論文,國立台北科技大學商業自動化與管理研究所,台北。
黃芳銘(2004)結構方程式模式理論與應用,台北:五南圖書出版股份有限公
司。
賴政豪(2004)。運動健身俱樂部體驗行銷與體驗價值關係之研究─以原動
力健身中心為個案研究。碩士論文,國立雲林科技大學休閒運動研究所,
雲林縣。
劉美秀(2003)。內部行銷對商業友誼與顧客滿意、顧客忠誠影響之研究—以
學校教育與健身中心為例,朝陽科技大學企業管理系碩士論文。
鄭逸芳 (2003)。台北市電影映演之通路成員研究關係─交易成本理論觀
點。碩士論文,國立師範大學大眾傳播研究所,台北。
二、英文部分
Abbott, Lawrence. (1955). Quality and competition. New York: Columbia
University Press.
Anderson, E. W., Fornell C., and Lehmann D. (1994). Customer Satisfaction,
market share, and profitability: Findings from Sweden. Journal of Marketing, Vol. 58 (July): 53-66
Babin, J. B., Darden W. R. & Griffin M. (1994). Work and/or fun: Measuring
hedoic and Utilitarian Shopping Value. Journal of Consumer Research, Vol 20
(March): 644-656.
Babin, J. B. & Darden W. R. (1995). Consumer self-regulation in a retail
environment. Journal of Retailing, Vol.71, 47-70.
Batra, R. & Ahtola, O. T. (1991). Measuring the hedonic and utilitrain sources
of consumer attitudes. Marketing Letters, Vol. 2(April): 159-170.
Bellenger, N. D., Steinberg, E. and Stanton, W. (1976). The congruence of store
image and self image. Journal of Retailing, Vol.52 (Spring): 17-32
Bloemer, J & Odekerken-Schr�丼er, G. (2002). Store satisfaction and store
loyalty explained by customer-and store-related factors. Journal of Consumer
Satisfaction, Dissatisfaction and Complaining Behavior, Vol 15, 68-80.
Bollen(1989). Structural equations with latent variables. New York: wiley.
Bolton, R. N. and Drew J. H. (1991) A longitudinal analysis of the impact of
service changes on customer attitudes. Journal of Marketing, Vol. 55 (1), 1-9
Bolton, R. N. and Drew J. H. (1991) A multistage model of customers’
assessments of service quality and value. Journal of Consumer Research, Vol.
17(4), 375-384.
Boulding, William, A. Kalar, R. Staelin, and Valarie A. Zeithaml (1993) A
dynamic process model of sevice quality: From expectation to behavioral
intentions. Journal of Marketing Research, Vol. 30(February), 7-27.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation,
and satisfaction. Journal of Marketing Research, Vol. 24, 244-249.
Czepiel, J.A., Rosenberg L. J. & Akerele A. (1974). Perspectives on Consumer Satisfaction. Quoted in AMA Educators’ Proceedings (pp.119-123). Chicago:
American Marketing Association.
Churchill, G. A. and Surprenant C. (1982). An investigation into the
determinants of customer satisfaction. Journal of Marketing Research,
Vol.19 (November): 491-504.
Cina, C. (1989). Creating an effective customer satisfaction program. The
Journal of Business & Industrial Marketing, Vol. 4(2) (Summer/Fall): 33-42.
Day, G.S (1969). A two-dimensional concept of brand loyalty. Working paper,
State University of New York at Buffalo.
Day, G.S. (1984). Strategic market planning: The pursuit of competitive
advantage. West Publishing.
Dodds, W. B., Monroe K. B., and Grewel D. (1991). Effects of Price, brand,
and store information on buyer’s product evaluations, Journal of Marketing
Research, Vol.28 No.3 (August): 307-319.
Deighton, J. and Grayson K.(1995). Marketing and Seduction: Building
Exchange Relationships by Managing Social Consensus. Journal of Consumer
Research, Vol. 21 (March): 660-676.
Driefus, C. (1997, April) Talking Shop: A conversation with the men who brought you neiman marcus, ikea and virgin. The New York Times Magazine,
Vol.6, pp. 82-86.
Esgate, P. (2002). Pine and Gilmore stages a fourth think about experience.
Strategy & Leadership, Chicago, Vol. 30(3), p.47
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish
experience. Journal of Marketing, Chicago: Jan Vol. 56, Iss. 1, 6-22
Fornell, C., Johnson M. D., Anderson, E. W., Jaesung, C., & Bryant, B. E.
(1996). The American customer satisfaction index: nature, purpose, & findings.
Journal of Marketing, Vol. 60 (October): 7-18
Garbarino, E. & Johnson M. S. (1999). The different roles of satisfaction, trust,
and commitment in customer relationships. Journal of marketing, Vol.3(April)
: 70-87.
Hempel, D. J. (1997). Consumer satisfaction with the home buying process:
Conceptualization and Measurement. M. A.Marketing Science Institution.
Hirschman, E.C. (1984). Experience Seeking:A subjectivistic perspective for
consumption," Journal of Business Research, 12, 115-136
Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic consumption:
Emerging concepts, methods and propositions. Journal of Marketing 46
(Summer): 92-101.
Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of
consumption: Consumer fantasies, feelings and fun. Journal of Consumer
Research, Vol.9, 132-140.
Holbrook, M. B. (1994). The nature of customer value: An axiology of service
in the consumption experience, Service Quality: New Direction in Theory and
Practice, by Roland T. Rust and Richard L. Oliver, eds. Thousand Oaks, CA:
Sage Publications, 21-71.
Holbrook, M. B. (1996). Customer value─A framework for analysis and
research. Advances in consumer research, Vol.23, 138-142.
Holbrook, M. B. and Hirschman, E. C. (2000). The millennial consumer in the
texts of our times: Experience and entertainmaent. Journal of Macromarketing
Vol.20 No2 (December): 178-192.
Howard, J.A. & Sheth, J. N. (1969). The theory of buyer behavior. New York:
John Wiley and Sons, Inc.
Huizinga, Johan, Homo ludens. (1955). A study of the play element in culture.
Boston, MA: The Beacon Press.
Jones, T. O. & Sasser Jr. W. E. (1995). Why satisfied customer defect. Harvard
Business Review, Vol. 73, Nov/Dec, pp.88-99.
Kelly (1987), Freedom to be – A new sociology of leisure, Macmillan, New
York.
Kotler, P. (1997). Marketing Management-Analysis, Planning, Implementation and Control (9th ed). Prentice-Hall Inc., New Jersey.
Kotler, P. (1997). Marketing Management(9th ed). Englewood Cliffs, NJ:
Prentice-Hall.
Kotler,P.(1973). Atmospherics as a Marketing Tool. Journal of Retailing, Vol.
49(Winter): pp.48-64.
Mano, H. and Oliver R. L. (1993). Assessing the dimensionality and Structure
of the consumption experience: Evaluation, feeling and satisfaction. Journal
of Consumer Research, Vol. 20, 451-466.
Mathwick, C., Malhotra N., Rigdon E. (1997)The effect of dynamic retail
experiences on experiential perceptions of value: an Internet and catalog
comparison. Journal of Retailing, Vol. 78, 51-60
Mathwick,C., Malhotra N., Rigdon E. (2001)Experiential alue:conceptualization,
measurement and application in the catalog and Internet shopping environment.
Journal of Retailing, Vol. 77, 39-56
Mathwick,C., Malhotra N., Rigdon E. (2002)The effect of dynamic retail
experiences on experiential perceptions of value: an Internet and catalog
comparison. Journal of Retailing, Vol. 78, 51-60
Mittal, V. F. & Lassar W. M. (1996). The role of personalization in service
encounters. Journal of retailing, Vol.72, 95-109.
Monroe, K.B. (1991). Pricing-Marking Profitable Decision. McGraw Hill,
New York.
Norris, R. T.(1941). The theory of consumer’s demand. New Haven, CT: Yale
University Press.
Oliver, R. L. (1980). A cognitive Model of the antecedents and consequences
of satisfaction decision. Journal of Marketing Vol. 17, 460-469
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63,
Special Issue, 33-44.
Oliver, Richard., (1999). Value as excellence in the consumption experience.
(pp.43-62). London and New York: Routledge.
Parasuraman, A. (1997). Reflections on gaining competitive advantage through
customer value. Journal of the Academy of Marketing Science,Vol. 25(Spring): 154-161
Parasuraman, A., Zeiithaml, V. A., & Berry L. L. (1985). A Conceptual Model
of service quality and its implications for future research. Journal of
Marketing,Vol. 49(Fall): 41-50
Parasuraman, A., Zeiithaml, V. A., & Berry L. L. (1988). SERVQUAL: A
multiple-item Scale for measuring customer perceptions of service quality.
Journal of Marketing,Vol. 52(April): 35-48
Pine & Gilmore.(1998) Welcome to The Experience Economy. Harvard
Business Review, Boston, Vol.76 (4), Jul/Aug, pp.97~105
Rifkin, J. (2001). The age of access: The new culture of hypercapitalism-where all of life is a paid-for experience. J. P. Tarcher.
Schmitt, B.H.,“Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands,”New York, 1999.
Sheth, J. N.,Nweman B. I., & Gross B. L. (1991). Why we buy what we buy: A
theory of consumption values. Journal of Bussiness Research 22, 159-170
Spangenberg, R. E., Crowley, & Henderson P. W. (1996). Improving the store
environment: Do olfactory cues affect evaluations and behaviors? Journal
of Marketing, Vol. 60(April): 67-80
Stum, D. L. & Thiry A. (1991). Building customer loyalty. Training and
development Journal, (April): 34-36
Unger, L. S. and Kernan, J. B. (1983). On the meaning of leisure: An
investigation of some determinants of subjective experience. Journal of
Consumer Research, Vol. 9(March): 381-392.
Zetithaml,V.A. (1988). Consumer Perceptions of Price, quality and value: A
means-end model and synthesis of evidence. Journal of Marketing Vol. 52
(July): 2-22
 
備註
 
林文淇(國立中央大學英美語文學系)
張小虹(台灣大學外國語言學系暨研究所)
馮品佳(交通大學外國語文學系暨語言與文化研究所)
黃宗儀(國立臺灣大學地理環境資源學系)
趙順文(開南大學應用日語學系)
劉紀雯(私立輔仁大學英國語文學系)
流行文化與娛樂科技
創傷與文學書寫
2011 第八屆台灣密宗國際學術研討會(12865)
【論文徵稿】2011 專業英語文國際學術研討會──弘光科大應用英語系主辦(延長至7/15)(12771)
2011年 國立雲林科技大學 電腦輔助語言學習國際研討會徵稿啟事/ Call for Paper- International Conference on CALL(12838)
2011 第八屆台灣密宗國際學術研討會(12775)
2011第八屆台灣密宗國際學術研討會 -密教的跨領域研究(13704)
Sight & Sound   All she desires
Sight & Sound   Daze of heaven
Sight & Sound   Forgotten pleasures of the multiplex
Sight & Sound
Sight & Sound   Woody Allen in the 21st century
Copyright © 2009  國科會人文學中心 All Rights Reserved. 觀看訪客統計報表
地址:台北市羅斯福路四段一號(羅斯福路四段、新生南路口)電話:(02)33661693