Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/121738| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 郭貞 | zh_TW |
| dc.contributor.advisor | Kuo, Cheng | en_US |
| dc.contributor.author | 劉欣宜 | zh_TW |
| dc.contributor.author | Liu, Hsin-I | en_US |
| dc.creator | 劉欣宜 | zh_TW |
| dc.creator | Liu, Hsin-I | en_US |
| dc.date | 2018 | en_US |
| dc.date.accessioned | 2019-01-04T08:43:32Z | - |
| dc.date.available | 2019-01-04T08:43:32Z | - |
| dc.date.issued | 2019-01-04T08:43:32Z | - |
| dc.identifier | G1054610041 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/121738 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 國際傳播英語碩士學位學程(IMICS) | zh_TW |
| dc.description | 105461004 | zh_TW |
| dc.description.abstract | 本研究旨在探究體驗行銷、沉浸式顧客體驗與消費行為之關聯，以誠品書店為例。體驗行銷部分，本研究著重在感官、情感、以及關聯三個模組，並探究該模組與沉浸式顧客體驗之間的關聯。此外，本研究亦檢視沉浸式顧客體驗與顧客滿意度、顧客忠誠度以及消費者品牌價值之間的關係。研究方法部分，本研究採量化方式，經由線上問卷蒐集有效樣本272份，以迴歸分析回答研究假設與研究問題。研究結果顯示，體驗行銷的三個模組均能預測沉浸式顧客體驗、顧客滿意度、顧客忠誠度以及消費者品牌價值，其中沉浸式顧客體驗對於體驗行銷的發揮具有中介效果。 | zh_TW |
| dc.description.abstract | The research purpose of this study is to investigate the operation and effect of experiential marketing with specific focus on Eslite Bookstore. Firstly, the study examines how three modules from experiential marketing theory, sense marketing, feel marketing, and relate marketing, are related to immersive customer experience, the theory of which is based on transcendent customer experience. This study also examines whether the experience itself may lead to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity. This study utilized online survey and collected 272 valid responses; afterwards, simple regression, mediation analysis and hierarchical regression were conducted to investigate the hypotheses and research questions. This study found that sense marketing, feel marketing and relate marketing play significant roles in leading to greater level of consumer satisfaction, consumer loyalty, and customer-based brand equity through the mediation of immersive customer experience (also titled as TCE in the paper), indicating that atmosphere created by the marketers should be considered as an important factor when managing customer experience. It is likely that the experience can be extended as a positive perception to the brand awareness and brand image, and to reach the goal, transcendent customer experience serves as a mediator in order to put experiential marketing into effect, which provides insights for academy and industry seeking to shed light on the effect of experiential marketing. | en_US |
| dc.description.tableofcontents | Chapter One - Introduction .....1\r\n1.1. Research Background .....1\r\n1.2. Research Purpose.....1\r\n1.3. Research Questions and Hypotheses .......3\r\n1.4. Research Procedure.....3\r\n\r\nChapter Two - Literature Review.......5\r\n2.1. From Experience Economy to Experiential Marketing..........5\r\n2.1.1. The Origin of the Concept: Experience Economy........5\r\n2.1.2. Experiential Marketing............8\r\n2.1.3. Reviews on Previous Studies Applying the Experiential Marketing Modules.......9\r\n2.2. The Applied Aspects of Combinative Bookstore in This Study..........11\r\n2.2.1. How Bookstore Embodies the Role of Space Communication.............11\r\n2.2.2. Physical Surroundings, Ambient Conditions, and Individualized Customer Experience ...........13\r\n2.2.3. Five Experiential Marketing Modules in Eslite Bookstore ..........16\r\n2.3. Extraordinary Customer Experience: Transcendent Customer Experience.......18\r\n2.3.1. Customer Experience...........18\r\n2.3.2. Transcendent Customer Experience .............19\r\n2.3.3. How Sense Marketing creates Transcendent Customer Experience.........22\r\n2.3.4. How Feel Marketing creates Transcendent Customer Experience..........23\r\n2.3.5. How Relate Marketing creates Transcendent Customer Experience.........23\r\n2.4. Investigating TCE’s Effect on the Dependent Variables...........24\r\n2.4.1. Consumer Satisfaction...........25\r\n2.4.2. Consumer Loyalty................26\r\n2.4.3. Customer-Based Brand Equity.............27\r\n2.4.4. The Relation between Transcendent Customer Experience and Consumer Satisfaction............28\r\n2.4.5. The Relation between Transcendent Customer Experience and Consumer Loyalty ..................29\r\n2.4.6. The Relation between Transcendent Customer Experience and CBBE..........29\r\n2.4.7. The Relation between Consumer Satisfaction and Consumer Loyalty..........30\r\n2.4.8. The Relation between Customer-Based Brand Equity and Consumer Loyalty........31\r\n\r\nChapter Three - Methodology............33\r\n3.1. Research Framework............33\r\n3.2. Research Question and Hypotheses..........34\r\n3.3. Sampling and Analysis Design...........34\r\n3.3.1. Data Collection..............35\r\n3.3.2. Data Analysis................35\r\n3.4. Measurement of the Variables........36\r\n3.4.1. Independent Variables.............36\r\n3.4.2. Dependent Variables...............39\r\n\r\nChapter Four – Results of Data Analysis..........41\r\n4.1. Profile of Survey Respondents..........41\r\n4.2. A Description of In-store Consumer Behavior.....43\r\n4.3. Research Measurement Validations..............44\r\n4.4. Hypotheses Testing by Simple Regression.......47\r\n4.4.1. Hypotheses 1, 2, 3 Testing..............47\r\n4.4.2. Hypotheses 4,5, 6 Testing...............48\r\n4.4.3 Hypothesis 7 and 8 Testing...............49\r\n4.4.4. Summary of Hypothesis Testing from H1~H8.................50\r\n4.5. Mediation Effect Analysis of Research Variable (TCE)..........51\r\n4.5.1. Investigating the Mediation Effect of TCE on Route of Sense Marketing.........52\r\n4.5.2. Investigating the Mediation Effect of TCE on Route of Feel Marketing.........53\r\n4.5.3. Investigating the Mediation Effect of TCE on Route of Relate Marketing.......54\r\n4.5.4. Summary of Mediation Effect Analysis.......55\r\n4.6. Hierarchical Multiple Regression Analysis.....56\r\n4.7. Summary of Results.........60\r\n\r\nChapter Five – Discussions and Conclusions.............61\r\n5.1. Discussion of Experiential Marketing..............61\r\n5.2. Managerial Implications Regarding the Findings of Experiential Marketing.............61\r\n5.3. Discussion of TCE’s Mediating Role.............63\r\n5.4. Managerial Implications Regarding Transcendent Customer Experience......65\r\n5.5. Summary of the Managerial Implications......66\r\n5.6. Research Limitations..................69\r\n5.7. Research Contributions................70\r\n5.8. Suggestions for the Future Research......71\r\n\r\nReferences...........72\r\nAppendix ............75 | zh_TW |
| dc.format.extent | 957021 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G1054610041 | en_US |
| dc.subject | 體驗行銷 | zh_TW |
| dc.subject | 沉浸式顧客體驗 | zh_TW |
| dc.subject | 顧客滿意度 | zh_TW |
| dc.subject | 顧客忠誠度 | zh_TW |
| dc.subject | 消費者品牌評價 | zh_TW |
| dc.subject | Experiential marketing | en_US |
| dc.subject | Transcendent customer experience | en_US |
| dc.subject | Consumer satisfaction | en_US |
| dc.subject | Consumer loyalty | en_US |
| dc.subject | Customer-based brand equity | en_US |
| dc.title | 沉浸式顧客體驗與消費行為之關聯: 以誠品書店為例 | zh_TW |
| dc.title | Investigating Relations among Experiential Marketing, Transcendent Customer Experience and Consumer Behavior: A Case Study of Eslite Bookstore | en_US |
| dc.type | thesis | en_US |
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| dc.identifier.doi | 10.6814/THE.NCCU.IMICS.018.2018.F05 | en_US |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.openairetype | thesis | - |
| item.grantfulltext | restricted | - |
| item.cerifentitytype | Publications | - |
| item.fulltext | With Fulltext | - |
| Appears in Collections: | 學位論文 | |
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