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題名 消費者觀賞續集電影之決策:品牌管理觀點
Decision Making of Seeing Movie Sequels: A Branding Perspective
作者 李佩璇
貢獻者 陳建維
李佩璇
關鍵詞 續集電影
收藏行為
追求完整性
收藏驚喜
電影品牌元素
創新元素
品牌延伸
日期 2015
上傳時間 13-Jul-2015 11:04:45 (UTC+8)
摘要 2015年堪稱好萊塢電影續集年，包括現在六月中正在上映的《侏羅紀世界》，暑假檔期的《不可能的任務》、《魔鬼終結者》等等，還有睽違10年，即將年底上檔的《星際大戰7》，皆引起鐵粉熱烈的反應。回顧2015年上半年，已經上映的《即刻救援3》、《分歧者2：叛亂者》、《玩命關頭7》、《復仇者聯盟2》、和《歌喉讚2》都吸引了大批粉絲前往電影院朝聖。近年來，票房前幾名的電影通常都是「續集電影」，這些續集電影之所以會誕生，是因為第一集獲得廣大觀眾的喜愛，而且有亮眼的票房成績。對電影製作團隊來說，與其重新發想新劇本，若能使用現有的劇本繼續延伸，抓住電影觀眾對某一題材的胃口，似乎可以有效的利用品牌延伸的外溢效果，放大第一集成功的電影元素，有效延長電影的壽命，同時培養出忠實的影迷。
     為了更進一步了解系列電影成功經營的關鍵，本研究即要探討哪些消費者特性和電影行銷策略，透過中介變數續集電影觀賞意願與體驗，能顯著的影響整體系列電影的滿意度。其中，消費者特性主要包括了懷舊傾向、收藏行為與動機；電影行銷策略則包括電影行銷元素和電影品牌延伸策略。
     研究結果顯示，追求完整性、收藏驚喜的收藏動機和電影的創新元素能顯著的提升系列電影滿意度，而懷舊傾向則與整體系列滿意度有負向顯著的關係。續集電影時間間隔則分別對事前觀賞意願和觀賞體驗分別有負向和正向的影響。最後希望本研究結論，可以給予電影製作與行銷團隊對於如何取悅消費者偏好異質性更多想法，有效達成電影的市場可能性(Marketability)和放映性(Playability)。
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描述 碩士
國立政治大學
國際經營與貿易研究所
102351007
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351007
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 李佩璇zh_TW
dc.creator (作者) 李佩璇zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 13-Jul-2015 11:04:45 (UTC+8)-
dc.date.available 13-Jul-2015 11:04:45 (UTC+8)-
dc.date.issued (上傳時間) 13-Jul-2015 11:04:45 (UTC+8)-
dc.identifier (Other Identifiers) G0102351007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76405-
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) 102351007zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 2015年堪稱好萊塢電影續集年，包括現在六月中正在上映的《侏羅紀世界》，暑假檔期的《不可能的任務》、《魔鬼終結者》等等，還有睽違10年，即將年底上檔的《星際大戰7》，皆引起鐵粉熱烈的反應。回顧2015年上半年，已經上映的《即刻救援3》、《分歧者2：叛亂者》、《玩命關頭7》、《復仇者聯盟2》、和《歌喉讚2》都吸引了大批粉絲前往電影院朝聖。近年來，票房前幾名的電影通常都是「續集電影」，這些續集電影之所以會誕生，是因為第一集獲得廣大觀眾的喜愛，而且有亮眼的票房成績。對電影製作團隊來說，與其重新發想新劇本，若能使用現有的劇本繼續延伸，抓住電影觀眾對某一題材的胃口，似乎可以有效的利用品牌延伸的外溢效果，放大第一集成功的電影元素，有效延長電影的壽命，同時培養出忠實的影迷。
     為了更進一步了解系列電影成功經營的關鍵，本研究即要探討哪些消費者特性和電影行銷策略，透過中介變數續集電影觀賞意願與體驗，能顯著的影響整體系列電影的滿意度。其中，消費者特性主要包括了懷舊傾向、收藏行為與動機；電影行銷策略則包括電影行銷元素和電影品牌延伸策略。
     研究結果顯示，追求完整性、收藏驚喜的收藏動機和電影的創新元素能顯著的提升系列電影滿意度，而懷舊傾向則與整體系列滿意度有負向顯著的關係。續集電影時間間隔則分別對事前觀賞意願和觀賞體驗分別有負向和正向的影響。最後希望本研究結論，可以給予電影製作與行銷團隊對於如何取悅消費者偏好異質性更多想法，有效達成電影的市場可能性(Marketability)和放映性(Playability)。		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 4
     第三節 研究流程 5
     第二章 文獻探討 6
     第一節 品牌管理觀點 6
     第二節 品牌延伸觀點 12
     第三節 消費者電影選擇 15
     第四節 消費者收藏行為 22
     第五節 消費者懷舊現象 26
     第三章 研究方法 31
     第一節 研究設計與假說 31
     第二節 各研究變數之操作性定義與衡量 38
     第三節 問卷設計與抽樣方法 48
     第四章 實證分析 51
     第一節 樣本結構 51
     第二節 因素與信度分析 58
     第三節 各研究變數之假設檢定:多元迴歸分析 64
     第五章 結論與建議 74
     第一節 研究結果與討論 74
     第二節 理論與管理內涵 83
     第三節 研究限制與後續建議 85
     參考文獻 88
     附錄 問卷 100		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351007en_US
dc.subject (關鍵詞) 續集電影zh_TW
dc.subject (關鍵詞) 收藏行為zh_TW
dc.subject (關鍵詞) 追求完整性zh_TW
dc.subject (關鍵詞) 收藏驚喜zh_TW
dc.subject (關鍵詞) 電影品牌元素zh_TW
dc.subject (關鍵詞) 創新元素zh_TW
dc.subject (關鍵詞) 品牌延伸zh_TW
dc.title (題名) 消費者觀賞續集電影之決策:品牌管理觀點zh_TW
dc.title (題名) Decision Making of Seeing Movie Sequels: A Branding Perspectiveen_US
dc.type (資料類型) thesisen
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