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題名 體驗行銷對顧客參與活動態度之研究 ─以《NSO 840 人鋼琴馬拉松音樂會》為例
The study of the effect of experiential marketing on customers` attitude toward the activity participating：a case study of NSO piano marathon concert for 840 players
作者 曾奕寧
Tseng, Yi Ning
貢獻者 樓永堅
曾奕寧
Tseng,Yi Ning
關鍵詞 體驗行銷
體驗價值
涉入程度
滿意度
忠誠度
藝文活動參與
Experiential marketing
Experiential value
Involvement
Customer satisfaction
Customer loyalty
Performing arts activity
日期 2017
上傳時間 31-Jul-2017 11:35:19 (UTC+8)
摘要 　　體驗行銷最早於1999年被Schmitt學者所提出，其概念為透過體驗媒介與策略體驗模組的相互搭配，創造出不同的體驗，使消費者能感同身受，進而創造美好的回憶並改變其態度與行為。根據過去文獻指出，不同的體驗將會產生不同的體驗價值，進而影響滿意度與忠誠度，此外，涉入程度亦為影響體驗價值產生之因素之一。因此，本研究以體驗行銷的角度出發，欲探討體驗行銷、涉入程度、體驗價值、滿意度與忠誠度五大構面之間的關係與影響程度。

　　以往探討表演藝術體驗行銷之研究，多以被動聆賞式的表演型態為例，而國家交響樂團(NSO)於 2017 年 1 月 1 日所舉辦之《NSO 840人鋼琴馬拉松音樂會》，為主動參與式的體驗，其特色為參與者可同時扮演觀眾與表演者之角色。由於針對主動參與式的表演藝術體驗活動之研究較少，因此，本研究以《NSO 840 人鋼琴馬拉松音樂會》為例，探討顧客參與藝文活動的體驗對於整體態度的影響路徑，以補足過去主動參與式之藝文活動實證研究的不足，同時對未來藝文活動之主辦單位給予行銷策略之參考建議。

　　本研究採用問卷調查法進行樣本蒐集與分析，結果發現，體驗行銷中的「感官情感體驗」對於體驗價值與滿意度之提升最具顯著效果，並且能透過體驗價值的部分中介效果，影響滿意度。此外，參與者的涉入程度會透過體驗價值的部分中介效果，進而影響滿意度，而滿意度對忠誠度有顯著的正向影響。因此，建議藝文活動之主辦單位可透過整體舞台佈置的美觀性與活動路線舒適感的改善、活動趣味性的提升，以及提高參與者的涉入程度，來增進其顧客滿意，進而達到忠誠度提升之最終目的。
　　The term” Experiential Marketing” was firstly developed from Schmitt’s study in 1999. As experience itself can happen in any industry or any stage of purchasing, it is important to understand the process of how customer creates value through different types of experience and how the experience influences the customers’ attitude and behavior. Previous studies also indicated that customer involvement may be another factor to influence the creation of experiential value.Therefore, this study attempts to analyze the relationship between experiential marketing, customer involvement, experiential value, customer satisfaction and customer loyalty.

　　The previous studies of experiential marketing in performing arts usually applied to passively-participating audience who only “watch” the performance without interacting with the performers. This paper takes ”NSO Piano Marathon Concert for 840 Players”, which features customers’ positively participating as being both the audience and the performers in the same activity, as a study case , trying to compliment the lack of empirical research in this type of experiential marketing.

　　The study adopts the questionnaire survey method. The results of the analysis show that “Sensory and Emotive experience” has the most significant influence on experiential value and will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer involvement will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer satisfaction has a positive influence on customer loyalty. Therefore, the study suggests that the activity host put more attention to enhance the Sensory and Emotive experience by improving the attraction of stage layout, the whole traffic flow and the entertainment of activity. Meanwhile, enhancing the participants’ involvement will help increase the customer satisfaction as well.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363034
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043630341
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 曾奕寧zh_TW
dc.contributor.author (Authors) Tseng,Yi Ningen_US
dc.creator (作者) 曾奕寧zh_TW
dc.creator (作者) Tseng, Yi Ningen_US
dc.date (日期) 2017en_US
dc.date.accessioned 31-Jul-2017 11:35:19 (UTC+8)-
dc.date.available 31-Jul-2017 11:35:19 (UTC+8)-
dc.date.issued (上傳時間) 31-Jul-2017 11:35:19 (UTC+8)-
dc.identifier (Other Identifiers) G1043630341en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111588-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363034zh_TW
dc.description.abstract (摘要) 　　體驗行銷最早於1999年被Schmitt學者所提出，其概念為透過體驗媒介與策略體驗模組的相互搭配，創造出不同的體驗，使消費者能感同身受，進而創造美好的回憶並改變其態度與行為。根據過去文獻指出，不同的體驗將會產生不同的體驗價值，進而影響滿意度與忠誠度，此外，涉入程度亦為影響體驗價值產生之因素之一。因此，本研究以體驗行銷的角度出發，欲探討體驗行銷、涉入程度、體驗價值、滿意度與忠誠度五大構面之間的關係與影響程度。

　　以往探討表演藝術體驗行銷之研究，多以被動聆賞式的表演型態為例，而國家交響樂團(NSO)於 2017 年 1 月 1 日所舉辦之《NSO 840人鋼琴馬拉松音樂會》，為主動參與式的體驗，其特色為參與者可同時扮演觀眾與表演者之角色。由於針對主動參與式的表演藝術體驗活動之研究較少，因此，本研究以《NSO 840 人鋼琴馬拉松音樂會》為例，探討顧客參與藝文活動的體驗對於整體態度的影響路徑，以補足過去主動參與式之藝文活動實證研究的不足，同時對未來藝文活動之主辦單位給予行銷策略之參考建議。

　　本研究採用問卷調查法進行樣本蒐集與分析，結果發現，體驗行銷中的「感官情感體驗」對於體驗價值與滿意度之提升最具顯著效果，並且能透過體驗價值的部分中介效果，影響滿意度。此外，參與者的涉入程度會透過體驗價值的部分中介效果，進而影響滿意度，而滿意度對忠誠度有顯著的正向影響。因此，建議藝文活動之主辦單位可透過整體舞台佈置的美觀性與活動路線舒適感的改善、活動趣味性的提升，以及提高參與者的涉入程度，來增進其顧客滿意，進而達到忠誠度提升之最終目的。		zh_TW
dc.description.abstract (摘要) 　　The term” Experiential Marketing” was firstly developed from Schmitt’s study in 1999. As experience itself can happen in any industry or any stage of purchasing, it is important to understand the process of how customer creates value through different types of experience and how the experience influences the customers’ attitude and behavior. Previous studies also indicated that customer involvement may be another factor to influence the creation of experiential value.Therefore, this study attempts to analyze the relationship between experiential marketing, customer involvement, experiential value, customer satisfaction and customer loyalty.

　　The previous studies of experiential marketing in performing arts usually applied to passively-participating audience who only “watch” the performance without interacting with the performers. This paper takes ”NSO Piano Marathon Concert for 840 Players”, which features customers’ positively participating as being both the audience and the performers in the same activity, as a study case , trying to compliment the lack of empirical research in this type of experiential marketing.

　　The study adopts the questionnaire survey method. The results of the analysis show that “Sensory and Emotive experience” has the most significant influence on experiential value and will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer involvement will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer satisfaction has a positive influence on customer loyalty. Therefore, the study suggests that the activity host put more attention to enhance the Sensory and Emotive experience by improving the attraction of stage layout, the whole traffic flow and the entertainment of activity. Meanwhile, enhancing the participants’ involvement will help increase the customer satisfaction as well.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究個案介紹(NSO 840人鋼琴馬拉松音樂會) 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 體驗行銷 7
第二節 體驗價值 16
第三節 涉入程度 21
第四節 滿意度 26
第五節 忠誠度 29
第六節 研究假設(各變數構面之關係) 32
第三章 研究方法 36
第一節 研究架構 36
第二節 研究假設 37
第三節 研究變數操作型定義 39
第四節 問卷設計與抽樣 42
第五節 資料分析方法 46
第四章 資料分析與實證結果 48
第一節 敘述性統計分析 48
第二節 信度分析 55
第三節 效度分析 58
第四節 相關分析 64
第五節 多元迴歸分析 66
第六節 質化分析 72
第五章 結論與建議 76
第一節 研究結果與討論 76
第二節 管理意涵與建議 79
第三節 研究限制與後續研究建議 82
第六章 參考文獻 84
附錄一　正式問卷 91
附錄二　開放性問答整理 96		zh_TW
dc.format.extent 1926030 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043630341en_US
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 體驗價值zh_TW
dc.subject (關鍵詞) 涉入程度zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) 藝文活動參與zh_TW
dc.subject (關鍵詞) Experiential marketingen_US
dc.subject (關鍵詞) Experiential valueen_US
dc.subject (關鍵詞) Involvementen_US
dc.subject (關鍵詞) Customer satisfactionen_US
dc.subject (關鍵詞) Customer loyaltyen_US
dc.subject (關鍵詞) Performing arts activityen_US
dc.title (題名) 體驗行銷對顧客參與活動態度之研究 ─以《NSO 840 人鋼琴馬拉松音樂會》為例zh_TW
dc.title (題名) The study of the effect of experiential marketing on customers` attitude toward the activity participating：a case study of NSO piano marathon concert for 840 playersen_US
dc.type (資料類型) thesisen_US
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