| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 林雨潔 | zh_TW |
| dc.creator (作者) | 林雨潔 | zh_TW |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-Sep-2009 17:13:35 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 17:13:35 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 17:13:35 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0933510161 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30097 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 93351016 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 自二十世紀末起，全球吹起一股懷舊風，在台灣也出現許多以懷舊為訴求的商品以及行銷手法，懷舊餐廳的興起即為一例。但是懷舊策略的應用對行銷人員來說，具有不確定性的風險，因為懷舊可能會引發消費者正面及負面的情緒，因此，在運用時必須相當了解懷舊策略的本質與消費者特質間的關係，才能更有效的運用懷舊策略。 在國外，懷舊相關議題在學術上的研究近年來也逐漸增加，特別是以體驗觀點來探討消費者懷舊行為，但在國內懷舊體驗的探討相當稀少，因此，本研究以Schmitt (1999) 所提出的一套「體驗行銷」架構為主軸，並參考相關文獻後，加入消費者個人特質及使用情境等相關變數，藉以探討懷舊刺激創造之消費體驗，與其所引發的懷舊反應間之關係，並藉以提供懷舊餐廳業者，在定位及體驗行銷設計上的一些建議。 本研究實證結果如下： 1. 懷舊傾向對行為的懷舊體驗具有正向影響 2. 玩樂的使用情境對認知的懷舊體驗具有正向影響 3. 聯絡感情的使用情境對行為的懷舊體驗有正向影響 4. 認知的懷舊體驗對集體懷舊反應具有正向影響 5. 行為的懷舊體驗對個人懷舊反應具有正向影響 6. 聯絡感情的使用情境對個人懷舊反應有正向影響 7. 實際年齡與認知年齡之差對個人懷舊反應具有正向影響 | zh_TW |
| dc.description.tableofcontents | 論文摘要……………………………………………………………………………..Ⅰ 致謝辭………………………………………………………………………………..Ⅱ 目錄…………………………………………………………………………………..Ⅲ 表次…………………………………………………………………………………..Ⅳ 圖次…………………………………………………………………………………..Ⅴ 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究流程 5 第二章 文獻探討 6 第一節 懷舊與其行銷意涵…...………………………………………………6 第二節 體驗行銷概述……..…..…………….………………………………19 第三節 認知年齡…………………………...………………………………..30 第三章 研究方法 34 第一節 研究架構 34 第二節 研究假說………………………………………………………...…...35 第三節 變數定義與衡量方式………………………………………………..40 第四節 問卷設計與研究方法………………………………………………..47 第四章 研究結果 49 第一節 基本資料敘述統計…………………………………………………..49 第二節 進度與效度分析……………………………………………………..52 第三節 迴歸分析 58 第四節 假說驗證 67 第五章 結論與建議……………………………………………………………70 第一節 研究結論……………………………………………………………..70 第二節 研究建議與管理意涵 73 第三節 研究限制 76 第四節 後續研究建議 77 參考文獻 78 問卷 86 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0933510161 | en_US |
| dc.subject (關鍵詞) | 懷舊 | zh_TW |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 懷舊餐廳 | zh_TW |
| dc.title (題名) | 懷舊訴求餐廳消費者特質與行為之研究─以台灣故事館為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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