| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 陳冠全 | zh_TW |
| dc.creator (作者) | 陳冠全 | zh_TW |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:12:06 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:12:06 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:12:06 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093452003 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29731 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 93452003 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 體驗行銷是進入體驗經濟後的一個重要趨勢，但綜觀過去研究，國內外文獻缺乏關於體驗行銷之實證性研究及將體驗行銷、體驗價值、品牌形象共同探討，故引發本研究之動機。 爲探討體驗行銷之知識領域，本研究以體驗行銷之策略體驗模組為自變項，顧客忠誠度與顧客滿意度為應變項，探討體驗行銷與顧客忠誠度與顧客滿意度之關係。 研究資料針對有到場或無到場觀看經驗之SBL參與者，以網路問卷調查之（便利抽樣）。於BBS上籃球版招募自願受訪者，共計回收326份，有效問卷為317份，有效問卷回收率為97.54%。資料分析採用Cronbach’s α信度分析、描述性分析、相關性分析、單因子變異數分析以及複迴歸分析來驗證假設。 研究結果顯示：策略體驗模組各構面對於顧客忠誠度與顧客滿意度成正向顯著相關。情感與關連體驗對於顧客忠誠度有正向影響。感官、思考與行動體驗對於顧客滿意度有正向影響。 | zh_TW |
| dc.description.abstract (摘要) | Experiential marketing is an important trend while stepping into the age of experience economy. However, reference in the past lack of specific discussion and empirical study regarding experiential marketing, customer loyalty and customer satisfaction. That’s what motivated this research. To expand the epistemic field of experiential marketing, the research used Strategic Experiential Modules of experiential marketing as the independent variable and customer loyalty and customer satisfaction as the dependent variable to explore the relationships between experiential marketing and customer loyalty and customer satisfaction. The research data was collected by internet questionnaires, which were completed by those who had experienced or participated in SBL games (convenient sampling). By recruiting volunteers on BBS basketball boards, 326 questionnaires were collected. 317 completed questionnaires are considered valid. The valid response rate is 97.54%. The data analysis adapted Cronbach’s α reliability analysis, descriptive statistics, correlation analysis, one-way ANOVA and multi-regression to verify the hypotheses. The research results indicate that the five dimensions of Strategic Experiential Modules are all positively related to customer loyalty and customer satisfaction. Sense and relate experience are positively related to customer loyalty. Feel, think and action experience are positively related to customer satisfaction. | 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 研究目的………………………………………………………………2 第二章 文獻探討………………………………………………………………3 第一節 體驗的定義……………………………………………………………3 第二節 體驗行銷………………………………………………………………5 第三節 顧客忠誠度…………………………………………………………..16 第四節 顧客滿意度…………………………………………………………..21 第五節 品牌形象……………………………………………………………..26 第三章 研究架構與假設……………………………………………………..32 第一節 研究架構……………………………………………………………..32 第二節 研究假設與問題……………………………………………………..34 第四章 研究方法……………………………………………………………..36 第一節 研究問卷設計………………………………………………………..36 第二節 變數的操作型定義與衡量…………………………………………..37 第三節 分析方法……………………………………………………………..43 第四節 前測信度檢測………………………………………………………..44 第五章 資料分析與研究結果………………………………………………..45 第一節 樣本數量與描述性分析……………………………………………..45 第二節 量表信度檢測………………………………………………………..47 第三節 假設驗證……………………………………………………………..49 第四節 小結…………………………………………………………………..55 第六章 結論…………………………………………………………………..56 第一節 研究發現……………………………………………………………..56 第二節 研究意涵……………………………………………………………..59 第三節 實務建議……………………………………………………………..60 第四節 研究限制……………………………………………………………..63 第五節 後續研究建議………………………………………………………..63 參考文獻…………………………………………………………………………..65 附錄………………………………………………………………………………..68 前測問卷……………………………………………………………..68 正式問卷……………………………………………………………..72 表附錄 表2.2.1：策略體驗模組…………………………………………………………10 表2.2.2：體驗媒介種類……………………………………………………...14 表2.3.1：顧客滿意度的定義………………………………………………...17 表2.4.1：顧客滿意度的定義………………………………………………...21 表2.5.1：品牌形象的定義…………………………………………………...25 表4.2.1：體驗行銷構面與問項……………………………………………...39 表4.2.2：顧客滿意構面與問項……………………………………………...40 表4.2.3：顧客忠誠度與問項………………………………………………...41 表4.2.4：品牌形象構面與問項……………………………………………...42 表5.1.1：性別分佈……………………………………………………………..46 表5.1.2：年齡分佈……………………………………………………………..46 表5.1.3：教育分佈……………………………………………………………..46 表5.1.4：職業分佈……………………………………………………………..47 表5.1.5：居住地區分佈……………………………………………………...47 表5.3.1：自變項與應變項相關分析………………………………………...50 表5.3.2：自變項與應變項複迴歸分析……………………………………...51 表5.4.1：假設驗證結果……………………………………………………...55 圖附錄 圖2.2.1：傳統行銷的的四項主要特徵……………………………………….…7 圖2.2.2：體驗行銷的四項主要特徵……………………………………………9 圖2.2.3：體驗行銷的終極目標……………………………………………...12 圖2.2.4：體驗媒介…………………………………………………………...14 圖2.2.5：體驗矩陣…………………………………………………………...16 圖2.3.1：ECSI (European Customer Satisfaction Index) 模式圖……...20 圖2.4.1：Fornell 顧客滿意瑞典模式……………………………………..24 圖2.4.2：ACSI模式…………………………………………………....….25 圖3.1.1：研究架構…………………………………………………………...33 圖4.1.1：問卷流程…………………………………………………………...36 圖5.3.1：品牌形象與有無提示One-way Anova檢定………………………52 圖5.3.2：忠誠度與有無到場觀看One-way Anova檢定……………………53 圖5.3.3：滿意度與有無到場觀看One-way Anova檢定……………………54 圖6.1.1：SBL策略體驗模組綜合對於忠誠度與滿意度之貢獻示意圖……………59 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093452003 | en_US |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠 | zh_TW |
| dc.subject (關鍵詞) | 顧客滿意 | zh_TW |
| dc.subject (關鍵詞) | 品牌形象 | zh_TW |
| dc.title (題名) | 體驗行銷與顧客忠誠度、顧客滿意度之關係—以ESPN行銷SBL為例 | zh_TW |
| dc.title (題名) | A Study of the Relationship between Experiential Marketing, Customer Loyalty and Customer Satisfaction | en_US |
| dc.type (資料類型) | thesis | en |
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