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題名 以顧客知識與情境知識探求次世代顧客體驗之偏好
作者 張耿嘉
貢獻者 管郁君
張耿嘉
關鍵詞 顧客體驗偏好
顧客知識
情境知識
日期 2008
上傳時間 9-May-2016 11:46:07 (UTC+8)
摘要 為瞭解次世代顧客體驗之偏好傾向，本研究依據企業所能掌握的顧客知識與情境知識之內容，探討顧客對體驗的偏好，透過文獻的探討，找出六項可做為分析顧客體驗偏好的因素，包括屬於顧客知識的「個人特質」、「消費記錄」、「消費目的」、與「人口統計資料」等四部份，以及屬於情境知識的「消費環境情境」、與「個人身心情境」等兩部份。另外，在顧客體驗偏好的部份，本研究嘗試以顧客的觀點對體驗做出分類，並借用Maslow提出的五大人類行為需求來瞭解顧客對體驗的偏好傾向。主要之研究發現包括：
     1. 除了再次認知顧客知識之重要性外，本研究亦確立了情境知識對於瞭解顧客體驗偏好之重要性。
     2. 生活型態屬於感性導向之顧客，及在消費現場較得不到顧客服務之顧客，會有越偏好能得到生理需求體驗之傾向。
     3. 處事態度屬於積極的引領潮流的顧客，及在消費現場得到不錯客戶服務之顧客，是屬於較高度偏好歸屬與愛需求體驗之族群。
     4. 生活型態屬於感性導向之顧客，及消費目的是作為送禮之用之顧客，在自我實現需求體驗方面，會有較高程度的偏好傾向。
     5. 努力成本及風險成本兩項決定產品特徵之因素，確實會對顧客體驗偏好產生影響。其中努力成本主要改變之體驗類型，包括生理需求及歸屬與愛需求體驗；而風險成本主要是影響之體驗類型，包括歸屬與愛需求、尊重需求及自我實現需求體驗。
     透過本研究，企業須認知到不同的人在不同的情境下，會對體驗有著不同的程度的偏好差異；此外消費產品特徵之不同，亦會對顧客體驗偏好產生影響。因此，企業在推出體驗時，必須根據過往對顧客的認識，以及現場顧客之反應做調整，才能提供最適當之體驗活動內容予顧客，發揮「體驗」最大之效益。
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描述 碩士
國立政治大學
資訊管理學系
95356032
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095356032
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 張耿嘉zh_TW
dc.creator (作者) 張耿嘉zh_TW
dc.date (日期) 2008en_US
dc.date.accessioned 9-May-2016 11:46:07 (UTC+8)-
dc.date.available 9-May-2016 11:46:07 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 11:46:07 (UTC+8)-
dc.identifier (Other Identifiers) G0095356032en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94747-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 95356032zh_TW
dc.description.abstract (摘要) 為瞭解次世代顧客體驗之偏好傾向，本研究依據企業所能掌握的顧客知識與情境知識之內容，探討顧客對體驗的偏好，透過文獻的探討，找出六項可做為分析顧客體驗偏好的因素，包括屬於顧客知識的「個人特質」、「消費記錄」、「消費目的」、與「人口統計資料」等四部份，以及屬於情境知識的「消費環境情境」、與「個人身心情境」等兩部份。另外，在顧客體驗偏好的部份，本研究嘗試以顧客的觀點對體驗做出分類，並借用Maslow提出的五大人類行為需求來瞭解顧客對體驗的偏好傾向。主要之研究發現包括：
     1. 除了再次認知顧客知識之重要性外，本研究亦確立了情境知識對於瞭解顧客體驗偏好之重要性。
     2. 生活型態屬於感性導向之顧客，及在消費現場較得不到顧客服務之顧客，會有越偏好能得到生理需求體驗之傾向。
     3. 處事態度屬於積極的引領潮流的顧客，及在消費現場得到不錯客戶服務之顧客，是屬於較高度偏好歸屬與愛需求體驗之族群。
     4. 生活型態屬於感性導向之顧客，及消費目的是作為送禮之用之顧客，在自我實現需求體驗方面，會有較高程度的偏好傾向。
     5. 努力成本及風險成本兩項決定產品特徵之因素，確實會對顧客體驗偏好產生影響。其中努力成本主要改變之體驗類型，包括生理需求及歸屬與愛需求體驗；而風險成本主要是影響之體驗類型，包括歸屬與愛需求、尊重需求及自我實現需求體驗。
     透過本研究，企業須認知到不同的人在不同的情境下，會對體驗有著不同的程度的偏好差異；此外消費產品特徵之不同，亦會對顧客體驗偏好產生影響。因此，企業在推出體驗時，必須根據過往對顧客的認識，以及現場顧客之反應做調整，才能提供最適當之體驗活動內容予顧客，發揮「體驗」最大之效益。		zh_TW
dc.description.tableofcontents 第一章 緒論…………………………………………………………….1
     第一節 研究背景與動機………………...………………………………1
     第二節 研究目的與問題………………………………...………………3
     第三節 研究流程………………………………………………………...5
     第四節 研究限制………………………………………………………...6
     第五節 名詞定義………………………………………………………...6
     第二章 文獻探討……………………………………………………….8
     第一節 顧客體驗………………………………………………………...8
     第二節 需求動機……………………………………………………….23
     第三節 顧客知識……………………………………………………….27
     第四節 情境知識……………………………………………………….38
     第五節 產品特性……………………………………………………….42
     第三章 研究方法……………………………………………………...44
     第一節 研究架構……………………………………………………….44
     第二節 變數操作化…………………………………………………….45
     第三節 研究設計……………………………………………………….55
     第四節 資料分析方式………………………………………………….57
     第四章 資料分析……………………………………………………...63
     第一節 問卷回收情況及樣本結構…………………………………….63
     第二節 問卷量表信度檢驗…………………………………………….66
     第三節 因素分析……………………………………………………….69
     第四節 「人口統計」、「消費記錄」變數對顧客區隔分析.……………76
     第五節 整體架構驗證…….……………………………………………92
     第六節 整體模式檢核……...…………………………………………110
     第五章 結論與建議…………………………………………………...115
     第一節 研究結論……………………………………………………...115
     第二節 研究建議……………………………………………………...119
     第三節 後續研究方向...………………………………………………120
     參考文獻……………………………………………………………....122
     附錄……………………………………………………………............130
      
     圖目錄
     圖1-1、研究流程圖………………………………………………………5
     圖2-1、經濟產物的演進………………………………………………..11
     圖2-2、傳統行銷的四大特徵…………………………………………..17
     圖2-3、體驗行銷的四大特徵…………………………………………..18
     圖2-4、體驗之四種類型………………………………………………..21
     圖2-5、動機歷程模式…………………………………………………..24
     圖2-6、需求動機階層圖………………………………………………..26
     圖2-7、消費者決策模型………………………………………………..36
     圖2-8、消費者購買行為模式…………………………………………..36
     圖2-9、策略性產品分類………………………………………………..43
     圖3-1、研究架構………………………………………………………..44
     圖4-1、生活型態因素陡坡圖………………………………………….70
     圖4-2、人格特質之因素陡坡圖……………………………………….72
     圖4-3、消費環境情境之因素陡坡圖……………………………….….74
     圖4-4、個人狀態情境之因素陡坡圖………………………………......75
     圖4-5、理性導向生活型態在性別構面百分比折線圖…………….….78
     圖4-6、理性導向生活型態在年齡構面百分比折線圖…………….….80
     圖4-7、理性導向生活型態在消費動機構面百分比折線圖…………..81
     圖4-8、理性導向生活型態在消費動機構面百分比折線圖…………..83
     圖4-9、潮流導向生活型態在年齡構面百分比折線圖………………..85
     圖4-10、潮流導向生活型態在教育程度構面百分比折線圖…………86
     圖4-11、潮流導向生活型態在消費動機構面百分比折線圖…………88
     圖4-12、處事態度在性別構面百分比折線圖………….……………...90
     圖4-13、處事態度在產品價格認知構面百分比折線圖………………90
     圖4-14、處事態度在產品價格認知構面百分比折線圖………………91
     圖4-15、研究構面關係圖………………………………………………93
     圖4-16、生理需求體驗之路徑係數圖………………………………..111
     圖4-17、歸屬與愛需求體驗之路徑係數圖…………………………..111
     圖4-18、自我實現需求體驗之路徑係數圖…………………………..111
      
     表目錄
     表2-1、各代經濟產物對照……………………………………………..11
     表2-2、生活型態構面…………………………………………………..30
     表3-1、自變數操作化方式……………………………………………..51
     表3-2、應變數操作化方式……………………………………………..53
     表3-3、干擾變數操作化方式…………………………………………..55
     表4-1、問卷蒐集狀況………………………………………………….64
     表4-2、樣本基本資料彙整表………………………………………….64
     表4-3、Cronbach’s α係數值意義表………………………………….66
     表4-4、問卷信度檢核表……………………………………………….68
     表4-5、生活型態KMO與Bartlett球型檢定………………………….69
     表4-6、生活型態轉軸後之因素負荷矩陣表……….……………….....70
     表4-7、人格特質KMO與Bartlett球型檢定………………………….71
     表4-8、人格特質轉軸後之因素負荷矩陣表….…………………….....72
     表4-9、消費環境情境KMO與Bartlett球型檢定………………….....73
     表4-10、消費環境情境轉軸後之因素負荷矩陣表……………………74
     表4-11、個人狀態情境KMO與Bartlett球型檢定….……………......75
     表4-12、人格特質轉軸後之因素負荷矩陣表…………………………75
     表4-13、理性導向生活型態對人口統計變數卡方檢定………………77
     表4-14、理性導向生活型態對消費記錄變數卡方檢定………………77
     表4-15、理性導向生活型態對性別之交叉列聯表……………………78
     表4-16、理性導向生活型態對年齡之交叉列聯表…..…..……………79
     表4-17、理性導向生活型態對消費動機之交叉列聯表………………81
     表4-18、理性導向生活型態對產品價格認知之交叉列聯表…………82
     表4-19、潮流導向生活型態對人口統計變數卡方檢定………………83
     表4-20、潮流導向生活型態對消費記錄變數卡方檢定………………84
     表4-21、潮流導向生活型態對年齡之交叉列聯表……………………85
     表4-22、潮流導向生活型態對教育程度之交叉列聯表………………86
     表4-23、潮流導向生活型態對消費動機之交叉列聯表………………87
     表4-24、處事態度對人口統計變數卡方檢定…………………………89
     表4-25、處事態度對消費記錄變數卡方檢定…………………………89
     表4-26、「生理需求」為依變數之模式摘要…………………………..95
     表4-27、「生理需求」為依變數之變異數分析………………………..95
     表4-28、生理需求體驗偏好之迴歸分析係數表………………………97
     表4-29、「安全需求」為依變數之模式摘要……………………………98
     表4-30、「安全需求」為依變數之變異數分析…………………………99
     表4-31、安全需求體驗偏好之迴歸分析係數表……………………..100
     表4-32、「歸屬與愛需求」為依變數之模式摘要…………………….101
     表4-33、「歸屬與愛需求」為依變數之變異數分析…………………..102
     表4-34、歸屬與愛需求體驗偏好之迴歸分析係數表………………..103
     表4-35、「尊重需求」為依變數之模式摘要…………………………..104
     表4-36、「尊重需求」為依變數之變異數分析………………………..105
     表4-37、尊重需求體驗偏好之迴歸分析係數表……………………..106
     表4-38、「自我實現需求」為依變數之模式摘要……………………..107
     表4-39、「自我實現需求」為依變數之變異數分析…………………..108
     表4-40、自我實現需求體驗偏好之迴歸分析係數表………………..109
     表4-41、顯著水準為0.05下之模式檢核彙整表…..…………………110		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095356032en_US
dc.subject (關鍵詞) 顧客體驗偏好zh_TW
dc.subject (關鍵詞) 顧客知識zh_TW
dc.subject (關鍵詞) 情境知識zh_TW
dc.title (題名) 以顧客知識與情境知識探求次世代顧客體驗之偏好zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
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