| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 鄭旭玲 | zh_TW |
| dc.creator (作者) | 鄭旭玲 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 9-Apr-2010 14:15:28 (UTC+8) | - |
| dc.date.available | 9-Apr-2010 14:15:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Apr-2010 14:15:28 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096941009 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/38329 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 傳播學院碩士在職專班 | zh_TW |
| dc.description (描述) | 96941009 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 夏業良、魯煒在他們所譯的體驗經濟時代一書中提到：「消費是一種過程，當過程結束後，體驗的記憶將恆久存在」，消費者對於實體商品的消費可能因時間、空間的流失而結束，但他們對消費實體商品後，所衍生出來的感動與情感依附，卻可能長久存在，從實體商品轉換成感覺商品的價值差異，正是所有體驗行銷推動者，所試圖創造並達到的。 基於一次對黃金博物園區的親身旅遊經驗，研究者發現該園區具備執行體驗行銷之完整條件，因此引發本研究動機，以此為個案，採問卷調查法與焦點訪談法，研究黃金博物園區體驗行銷之策略。本研究採取驗證性之方法，獲得結果如下：1.遊客對黃金博物園區體驗行銷五大策略模組，整體同意度接近4，趨向同意。2.遊客對黃金博物園區體驗價值，整體同意度超過3.6，趨向同意。3.遊客對黃金博物園區顧客滿意度與忠誠度，整體同意度為3.8，趨向同意。4.人口變項與體驗行銷、體驗價值、顧滿意度、忠誠度關聯性不顯著。5.遊客的旅遊態度與型態，影響遊客對體驗行銷五大策略模組的感受。6.體驗行銷與體驗價值正向顯著關係，部分成立。 經由本論文問卷資料分析實證結果發現「感官體驗對美感價值、服務優越性 有顯著正向關係」；「情感體驗對美感價值、服務優越性、趣味性有顯著正 向關係」；「行動體驗對服務優越性、趣味性、美感價值有顯著正向關 係」；「思考體驗對服務優越性、趣味性、美感價值有顯著正向關係」； 「關聯體驗對趣味性價值有顯著正向關係」。而「感官體驗對趣味性價 值」、「關聯體驗對服務優越性、美感價值」，卻沒有呈現顯著正向關係。7.體驗價值與顧客滿意度有正向顯著關係。8.體驗價值與忠誠度有正向顯著關係。9.顧客滿意與忠誠度有正向顯著關係。10.黃金博物園區擁有五大成功關鍵因素（KSF），可提供其他生態博物園 區、博物館，作為體驗行銷執行策略之參考。 （1）保持原味（Originality） （2）具有獨特性（Unique） （3）多變性（Variation） （4）價格低廉（Free & Inexpensive） （5）市場區隔（Distinctive） | zh_TW |
| dc.description.abstract (摘要) | In the “Era of Experiential Economy” translated by Xia and Lu, it reads: “Consumption is a process, and when this process is over, the experiential memory is what lasts forever.” A consumer’s consumption of a physical product may end with spatial or temporal changes; however, the feeling and affect that derive from the consumption may last forever, and the difference in value in the transition from a physical product to an affect product is what all experiential marketers are trying to achieve. After returning from a trip to the Gold Ecological Park (hereafter the “Park”), it was determined that the Park had all the necessary conditions for experiential marketing, and this study was conducted as a result. This present study is a case study of the Park using methods such as questionnaire survey and focus-group interview, aiming at the strategies of the Park’s experiential marketing. The results yielded by the analysis are as follows: 1. The overall level of the interviewed tourists` (hereafter the “respondents”) agreement regarding the Park’s five major marketing strategies was close to 4. 2. The overall level of the respondents` agreement regarding the Park’s experiential value exceeded 3.6. 3. The overall level of the respondents’ agreement regarding the Park’s customer satisfaction and loyalty was 3.8. 4. There were no significant correlations between demographic variables, experiential marketing, experiential value, customer satisfaction, and customer loyalty. 5. A tourist’s travel-related attitude and style affect how he/she feels about the five major experiential strategies. 6. The statement that there is a significantly positive correlation between experiential marketing and experiential value is partially supported.The findings yielded by our questionnaire indicate that “there is a significantly positive correlation between sensory experiences, aesthetic values, and superiority of services.” “There is a significantly positive correlation between affective experience, aesthetic values, superiority of services, and fun.” “There is a significantly positive correlation between action-based experience, aesthetic values, superiority of services, and fun.” “There is a significantly positive correlation between thinking-based experience, aesthetic values, superiority of services, and fun.” “There is a significantly positive correlation between correlation-based experience and fun values.” However, there is no significantly positive correlation between “sensory experience and fun values” or between “correlation-based experience and aesthetic values and superiority of services.” 7. There is a significantly positive correlation between experiential values and customer satisfaction. 8. There is a significantly positive correlation between experiential values and customer loyalty. 9. There is a significantly positive correlation between customer satisfaction and customer loyalty. 10. The Park has five KSF, or Key Success Factors, that serve as valuable reference for other ecological parks and museums in their experiential marketing. （1）Originality （2）Unique （3）Variation （4）Free & Inexpensive （5）Distinctive | en_US |
| dc.description.tableofcontents | 第一章 緒論…………………..………….………………………..1第一節 研究動機……..……….……………………….....1第二節 研究目的……………………..………………………...4第三節 研究範圍與對象……………..…….………………….4第四節 研究流程………………………..…..………………….5第二章 文獻探討………….…………………………….………….6第一節 博物館及生態博物館……………………………….6 一、博物館定義………………………………………….6 二、博物館之功能…………….………………………….6 三、生態博物館…………….………………….………….7第二節 體驗經濟、體驗行銷……………………………….10 一、體驗經濟……………………………………………10 二、體驗行銷…………….………………….………….12 三、傳統行銷與體驗行銷的差異…………………..….15 四、策略體驗模組……………………..……………….16第三節 體驗價值、顧客滿意度、顧客忠誠度……..……….….19 一、體驗價值…………….…………………………….19 二、顧客滿意度………………….….…………..……….23 三、顧客忠誠度……………………….…………………26第三章 研究方法…………….…………………………………….30第一節 研究範圍……………….……………………………….30第二節 研究架構…………….………………………………….32第三節 研究假說…………….………………………………….33第四節 研究變數與操作性定義…………….………………….34第五節 問卷設計與發放.………………………………….35第四章 資料分析與結果….……………………………………….41第一節 敘述性統計分析……………………………………….42第二節 因素分析………………………………………………..47第三節 信度與效度……………………………….……………50第四節 各構面描述性統計量…………………………………..51第五節 相關分析………………………………………………..56第六節 迴歸分析………………………………………………..58第七節 人口變相差異性分析…………………………………..62第八節 小結……………………………………………………..66第九節 焦點訪談資料彙整……………………………………..68第五章 結論與建議….……………………………………………70第一節 研究發現與結論…………….………………………….70第二節 研究建議…………….………………………………….75第三節 研究限制與未來研究方向………….………………….77參考文獻…………….……………………………………..………….79圖目錄圖1.1 研究流程…………….………….…………...………………….5圖2.1 經濟價值遞進圖…………….………….…..….………………….11圖2.2 策略體驗模組………….…………………..….…………………17圖3.1 研究架構圖……….………………………….…………………32表目錄表2.1 三代生態博物館整理表………….………………..…………….9表2.2 經濟的演進……….……………….………………..…………….11表2.3 體驗行銷之意涵……….……………………….………………….14表2.4 傳統行銷與體驗行銷的差異……….……………………………16表2.5 策略體驗模組……….…………………………..……………….18表2.6 體驗價值的類型….………………………………….……….20表3.1 問卷構成面項總表….….…………………….………………….36表3.2 體驗行銷策略模組問項….…………………….………………….37表3.3 體驗價值問項….……………………………….………………….38表3.4 顧客滿意度問項….…………………………………………….38表3.5 顧客忠誠度問項….…………………………………………….39表3.6 遊客基本問項…….…………………….……………………….40表4.1 樣本結構-性別…….……………………….………………….42表4.2 樣本結構-年齡…….……………………….………………….43表4.3 樣本結構-生命週期….……………………….………………….43表4.4 樣本結構-平均月收入……………………….………………….44表4.5 樣本結構-教育程度…….……………………….……………….44表4.6 樣本結構-職業…….……………………….………………….45表4.7 樣本結構-居住地點……………………….………………….46表4.8 黃金博物園區到訪景點之比例分配表……………….……46表4.9 體驗行銷KMO與Bartlett檢定……………………………….47表4.10 體驗價值KMO與Bartlett檢定……………………………….47表4.11 轉軸後的成分矩陣(體驗行銷)……………………………….48表4.12 轉軸後的成分矩陣(體驗價值)……………………………….49表4.13 各構面各構面Cronbach’s α值及收斂效度檢驗一覽表…50表4.14 感官體驗答題情形……………………….………………….51表4.15 情感體驗答題情形……………………….………………….52表4.16 行動體驗答題情形……………………….………………….52表4.17 思考體驗答題情形……………………….………………….53表4.18 關聯體驗答題情形……………………….………………….53表4.19 趣味性答題情形……………………….………………….54表4.20 美感答題情形…………….……………………………….54表4.21服務的優越性答題情形……………….…………………….54表4.22顧客滿意度答題情形……………….…………………….55表4.23顧客忠誠度答題情形…………….……………………….55表4.24體驗行銷與體驗價值各構面相關係數矩陣.……………….56表4.25體驗價值、顧客滿意度與忠誠度各構面相關係數矩陣.57表4.26體驗行銷對服務優越性迴歸分析一覽表.……………….58表4.27體驗行銷對美感迴歸分析一覽表.…………………………….59表4.28體驗行銷對趣味性迴歸分析一覽表.………………………….59表4.29體驗價值對顧客滿意度迴歸分析一覽表….………………….60表4.30體驗價值對顧客忠誠度迴歸分析一覽表.…………………….60表4.31顧客滿意度對顧客忠誠度迴歸分析一覽表.………………….61表4.32 性別對體驗行銷、體驗價值、顧客滿意度、顧客忠誠度之t檢定分析…………………………………………………………………………62表4.33 年齡對體驗行銷、體驗價值、顧客滿意度、顧客忠誠度之t檢定分析…………………………………………………………………………63表4.34 教育程度對體驗行銷、體驗價值、顧客滿意度、顧客忠誠度之t檢定分析……………………………………………………………………63表4.35 職業對體驗行銷、體驗價值、顧客滿意度、顧客忠誠度之t檢定分析…………………………………………………………………………64表4.36 居住地區對體驗行銷、體驗價值、顧客滿意度、顧客忠誠度之t檢定分析……………………………………………………………………65表4.37 假設檢定結果摘要表.……………………………………….66表4.38 焦點訪談受訪者資料一覽表……………………………….68附錄附錄一 預試問卷與結果……………………………………………………84附錄二 正式問卷……………………………………………………………89附錄三 焦點訪談內容……………………………………………………93 | zh_TW |
| dc.format.extent | 763458 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096941009 | en_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) | 顧客滿意度 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 黃金博物園區 | zh_TW |
| dc.subject (關鍵詞) | experiential marketing | en_US |
| dc.subject (關鍵詞) | experiential value | en_US |
| dc.subject (關鍵詞) | customer satisfaction | en_US |
| dc.subject (關鍵詞) | customer loyalty | en_US |
| dc.subject (關鍵詞) | gold ecological park | en_US |
| dc.title (題名) | 黃金博物園區體驗行銷之研究 | zh_TW |
| dc.title (題名) | A study on experiential marketing of gold ecological park | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、中文 | zh_TW |
| dc.relation.reference (參考文獻) | 1.王育英、梁曉鶯譯，2000，Schmitt,B.H.（1999）著，「體驗行銷」，台北經點傳訊文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 2.李盈盈，1998，博物館館員之組織目標認知,組織承諾與工作滿足研究~以國立科學工藝博物館為例，國立台南藝術學院博物館學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 3.王尉晉，2000，運動理念行銷策略之研究—以adidas「街頭籃球運動」與Nike「高中籃球聯賽」為例，國立政治大學廣告學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 4.吳凡星，2006，以體驗行銷的觀點 探討消費情境因素與消費者體驗之關聯性，靜宜大學碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 5.吳鴻慶，2003，超博物館，楊智文化事業股份有限公司。 | zh_TW |
| dc.relation.reference (參考文獻) | 6.林季蓁，2008，從體驗行銷觀點探討「生態博物館化之生態旅遊」-以「八里左岸」地區為例，政治大學地政學系碩士在職專搬論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 7.林怡安，2001，以遊客滿意度探討博物館服務品質之研究－以國立自然科學博物館為例，南華大學旅遊事業管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 8.邱 媞，2003，體驗行銷模式與其遊客行為之實證研究，中國文化大學觀光事業研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 9.洪穎思，2004，體驗行銷與品牌形象互動之探討，淡江大學管理科學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 10.洪瑞英，2004，顧客導向、服務品質、顧客價值與顧客滿意度之關連性研究-以花蓮地區國際觀光旅館為例，東華大學企業管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 11.夏業良、魯煒譯，2003，PineⅡ,B.J.&Gilmore,J.H.（1999）著，「體驗經濟時代」初版，台北：經濟新潮社。 | zh_TW |
| dc.relation.reference (參考文獻) | 12.陳幼倩，2007，社區居民對黃金博物館園區觀光發展認知之研究，雲林科技大學文化資產維護系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 13.陳鈞坤，2001，國立海洋生物博物館觀眾參觀行為之研究，朝楊科技大學休閒事業管理學系研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 14.陳育慧，2001，體驗行銷之探索性研究-以Star Bucks 為例，中國文化大學碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 15.陳簾予，2003，體驗品質對情緒、價值、體驗滿意度、承諾及行為意圖影響之研究-以台灣現代戲劇演出為例，輔仁大學管理學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 16.陳灝月，2008，生態博物館之研究-以黃金博物館為例，師範大學美術系碩士論文 | zh_TW |
| dc.relation.reference (參考文獻) | 17.黃明政，2003，銀行業的服務品質 企業形象與顧客忠誠度之研究，南華大學管理科學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 18.黃映瑀，2005，體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究，大業大學事業經營研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 19.張婉真，2005，論博物館學。典藏藝術家庭股份有限公司。 | zh_TW |
| dc.relation.reference (參考文獻) | 20.張慶珍，2002，從體驗行銷的觀點探討廣告的視覺符號－以女性雜誌服飾廣告為例。銘傳大學設計管理研究所碩士論文。台北市。 | zh_TW |
| dc.relation.reference (參考文獻) | 21.張譽騰，2003，生態博物館，五觀藝術管理昉限公司。 | zh_TW |
| dc.relation.reference (參考文獻) | 22.張譽騰，2004，生態博物館-一個文化運動的興起，五觀藝術管理昉限公司。 | zh_TW |
| dc.relation.reference (參考文獻) | 23.張瑜倩，2002，以博物館行銷觀點探討博物館形象建立，政治大學圖書資訊研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 24.程之碩，2004，從體驗經濟之觀點探討線上氛圍與互動性設計對體驗元素與學習滿意度影響之研究─以線上學習為例，輔仁大學管理學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 25.蔡奇睿，2000，文化消費的空間研究：書店文化估業產品消費現象觀察-以誠品書店為例，中原大學室內設計學系碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 26.賀雯萱，2003，從生態博物館（Eco-museum）概念探討台北縣平溪鄉菁桐村礦業景觀路徑經驗之展示架構，中原大學室內設計研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 27.劉慶宗，2000，博物館觀眾參觀經驗之研究--以國立海洋生物博物館為例，中山大學公共事務管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 28.謝文雀譯，2001，Bl"ckweld,R.D.,Miniard,P.W.&Engel,J.F.（2001）著，「消費者行為」，台北：華泰 | zh_TW |
| dc.relation.reference (參考文獻) | 29.蘇宗雄，2000「感性抬頭，進入大體驗時代」，設計雜誌，第93卷。 | zh_TW |
| dc.relation.reference (參考文獻) | 二、英文 | zh_TW |
| dc.relation.reference (參考文獻) | 1. Anderson, W. O., & Sullivan, W. M. (1993). The antecedents and consequences of customer satisfaction for firm. Marketing Sciences, 12(2), 125-143 | zh_TW |
| dc.relation.reference (參考文獻) | 2. Babin, Darden, W. R. and Griffin, M. (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, Vol.20, March, pp.644-656 | zh_TW |
| dc.relation.reference (參考文獻) | 3. Batra R. & Olli T. A. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters, Vol. 2, 159-170. | zh_TW |
| dc.relation.reference (參考文獻) | 4. Bearden, W. & Jesse E. T. (1983). Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Letters, Vol. 20, 21-28. | zh_TW |
| dc.relation.reference (參考文獻) | 5. Bolton R. N. & Drew J. H. (1991). A Longitudinal Analysis of the Impacts of Service Changes on Customer Attitudes. Journal of Marketing, Vol. 55, 1-9. | zh_TW |
| dc.relation.reference (參考文獻) | 6. Churchill, G. A. & Surprenant C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, Vol. 19, 133-147. | zh_TW |
| dc.relation.reference (參考文獻) | 7. Day, G. S. & R. Wensley. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, Vol. 52, 1-20. | zh_TW |
| dc.relation.reference (參考文獻) | 8. Dodds W. B. & Monroe K. B. (1985). The Effect of Brand and Price Information on Subjective ProductEvaluations. Advances in | zh_TW |
| dc.relation.reference (參考文獻) | 9. Engel J.F., Blackwell, R. D & Miniard, P.W.(1990).Cunsumer Behavior, The Dryden Press, NY. | zh_TW |
| dc.relation.reference (參考文獻) | 10. Engel J. F., Blackwell R. D., & Miniard P. W. (1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas, | zh_TW |
| dc.relation.reference (參考文獻) | 11. Fornell C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, Vol. 56, 6-21. | zh_TW |
| dc.relation.reference (參考文獻) | 12. Gronholdt, L., Martensen, A. and Kristensen, K., “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, Vol. 11, pp. 509-514,(2000). | zh_TW |
| dc.relation.reference (參考文獻) | 13. Holbrook M. B. & Corfman K. P. (1985). Quality and Value in the Consumption Experience: Phaedrus Rides Again, 31–57 in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacobyand Jerry C. Olson (Eds.), Lexington, MA: Lexington Books. | zh_TW |
| dc.relation.reference (參考文獻) | 14. Holbrook M. B.(1994). The Nature of Customer Value: An Axiology of Service in the Consumption Experience, Service Quality: New Direction in Theory and Practice, by Roland t. Rust and Richard L. Oliver, eds. Thousand Oaks, CA: Sage publications, | zh_TW |
| dc.relation.reference (參考文獻) | 15. Jones, T. O. & Sasser, W. E. (1995). Why satisfied Customers Defect. Harvard Business Review, 73, 88-9 | zh_TW |
| dc.relation.reference (參考文獻) | 16. Kotler P.(1991). Marketing Management: Analysis, Planning, Implementation and Control. 7th ed., Prentice-Hall, Englewood Cliffs, NJ, 246-249. | zh_TW |
| dc.relation.reference (參考文獻) | 17. Kotler P.(1997). Marketing Management: Analysis, Planning, Implementation and Control. 9th ed., Prentice-Hall Inc., New Jersey. | zh_TW |
| dc.relation.reference (參考文獻) | 18. Oliver, R. (1999). Value as Excellence in the Consumption Experience, 43-62, London and New York: Routledge. | zh_TW |
| dc.relation.reference (參考文獻) | 19. O’Sullivan, E. L., & Spangler, K. J. (1998). Experience Marketing: Strategies for the NewMillenium. State College Pa: Venture Pub. | zh_TW |
| dc.relation.reference (參考文獻) | 20. Park, C. W., Joworski, B. J., & Machinnis D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, Vol. 50, 135-145. | zh_TW |
| dc.relation.reference (參考文獻) | 21. Pine, B. J., & Gilmore J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, Vol. 76, 97, Boston. | zh_TW |
| dc.relation.reference (參考文獻) | 22. Sheth, J. N. Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, Vol. 22, 159-170. | zh_TW |
| dc.relation.reference (參考文獻) | 23. Sheth, J. N., Newman B. I., & Gorss B. L. (1991). Consumption Values and Market Choices-Theory and Applications., OH: South-Western Publishing Co., Cincinnati. | zh_TW |
| dc.relation.reference (參考文獻) | 24. Singh, J. (1991). Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery. Journal of Academy of Marketing Sciences, Vol. 19, 223-234. | zh_TW |
| dc.relation.reference (參考文獻) | 25. Schmitt, B. H.(1999).Experiential marketing , New York:The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Thaler R. (1985). Mental Accounting and Consumer Choice. Marketing Science, Vol. 4, 199–214. | zh_TW |
| dc.relation.reference (參考文獻) | 26. Westbrook, R. A. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Marketing, Vol. 44, 68-72. | zh_TW |
| dc.relation.reference (參考文獻) | 27. Woodruff, R. B., Schumann, D. W., & Gardial, S. F. (1993). Understanding Value and Satisfaction from the Customer’s Point of view. Survey of Business, Vol. 29, 33-40. | zh_TW |
| dc.relation.reference (參考文獻) | 28. Woodside, A. G. & Daly R. T. (1989). Linking Service Quality, Customer Satisfaction, and Behavioral Intertion. Journal of Care Marketing, 5-7. | zh_TW |
| dc.relation.reference (參考文獻) | 29. Yadav, M. S. & Monroe K. B. (1993). How buyers perceive savings in a bundle price: an examination of a bundle’s transaction value. Journal of Marketing Research, Vol. 30, 350–358. | zh_TW |
| dc.relation.reference (參考文獻) | 30. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, Vol. 52, 2-22. | zh_TW |
| dc.relation.reference (參考文獻) | 31. Zeithaml, V.A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, Vol. 60, 31-46. | zh_TW |
| dc.relation.reference (參考文獻) | 三、網路資源 | zh_TW |
| dc.relation.reference (參考文獻) | 黃金博物館園區網站，http://www.gep.tpc.gov.tw/ | zh_TW |
