體驗元素對體驗態度、愉悅感與持續體驗意願之影響

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周俐君(Li-Chun Chou) 查詢紙本館藏

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論文名稱

體驗元素對體驗態度、愉悅感與持續體驗意願之影響
(Influences of Experience Elements on Experience Attitude, Pleasure, and Continuing Experience Intention)

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摘要(中)

現在是一個強調體驗的時代，消費者追求的是情感觸動和消費過程中所得到的獨特體驗，且著重於親身的參與，企業如何創造美好的體驗情境是贏得消費者心的關鍵。因此本研究希望藉由探討不同的體驗元素，設計出能有效提升消費者體驗態度、愉悅感且產生持續體驗意圖的體驗情境。本研究採用實驗法進行三個實驗，以中央大學大學部和研究所學生為研究對象，並以三因子變異數分析(three-way ANOVA)驗證研究假說，研究結果發現：

1.動作數量與體驗目的對體驗態度、愉悅感與持續體驗意願有兩因子交互作用影響。
2.客製化程度、動作數量與體驗目的對體驗態度有三因子交互作用影響。
3.圖片呈現風格對體驗態度、愉悅感與持續體驗意願有顯著影響。
4.體驗動機對體驗態度、愉悅感與持續體驗意願有顯著影響。
5.圖片呈現風格與體驗動機對體驗態度、愉悅感與持續體驗意願有兩因子交互作用影響。
6.體驗輔助對愉悅感與持續體驗意願有顯著影響。
7.體驗輔助與動作數量對體驗態度、愉悅感與持續體驗意願有兩因子交互作用影響。
8.內外控人格特質對體驗態度、愉悅感與持續體驗意願有顯著影響。
9.內外控人格特質、體驗輔助與動作數量對愉悅感與持續體驗意願有三因子交互作用影響。

摘要(英)

Today is the era of experience. Consumers pursue emotional touch and unique experience obtained during consumption process, and focus on the personal involvement. Enterprise how to create a better experience scenarios is the key to win the hearts of consumers. Therefore, this study investigates different experience elements and design experience scenarios to effectively enhance consumer’s experience attitude, pleasure and continuing experience intention. This study used experimental design to develop three experiments, used college and graduate students at National Central University as research subjects, and used three-way ANOVA analysis. The conclusions are as follows:

1.Amount of action and experience purpose have significantly two-way interaction effect on experience attitude, pleasure and continuing experience intention.
2.Degree of Customization, amount of action and experience purpose have significantly three-way interaction effect on experience attitude.
3.Image presented style has significantly effect on experience attitude, pleasure and continuing experience intention.
4.Experience motivation has significantly effect on experience attitude, pleasure and continuing experience intention.
5.Image presented style and experience motivation have significantly two-way interaction effect on experience attitude, pleasure and continuing experience intention.
6.Experience helper has significantly effect on pleasure and continuing experience intention.
7.Experience helper and amount of action have significantly two-way interaction effect on experience attitude, pleasure and continuing experience intention.
8.Locus of control has significantly effect on experience attitude, pleasure and continuing experience intention.
9.Locus of control, experience helper and amount of action have significantly three-way interaction effect on pleasure and continuing experience intention.

關鍵字(中)

★ 體驗
★ 動作數量
★ 客製化程度
★ 圖片呈現風格
★ 體驗輔助
★ 體驗態度
★ 愉悅感
★ 持續體驗意願

關鍵字(英)

★ Experience
★ Amount of Action
★ Degree of Customization
★ Image Presented Style
★ Experience Helper
★ Experience Attitude
★ Pleasure
★ Continuing Experience Intention

論文目次

中文摘要……………i
英文摘要……………ii
致謝……………iii
目錄……………iv
圖目錄……………vi
表目錄……………vii
第一章緒論……………1
第一節研究背景……………1
第二節研究動機……………2
第三節研究目的……………3
第四節研究問題……………4
第五節研究流程……………6
第二章文獻探討……………7
第一節體驗行銷……………7
第二節動作數量……………10
第三節客製化程度……………11
第四節體驗目的……………13
第五節圖片呈現風格…………… 16
第六節體驗動機……………18
第七節體驗輔助……………21
第八節人格特質……………23
第三章研究方法……………26
第一節研究架構……………26
第二節研究方法的選擇……………29
第三節自變數的操作性定義與衡量方法……………30
第四節應變數的操作性定義與衡量方法……………34
第五節研究設計……………36
第四章研究結果……………51
第一節實驗一的資料分析……………51
第二節實驗二的資料分析……………62
第三節實驗三的資料分析…………72
第五章結論與建議……………85
第一節研究結論……………85
第二節研究貢獻……………95
第三節研究限制……………98
第四節後續研究建議…………… 99
參考文獻……………100
附錄一、體驗動機前測問卷……………109
附錄二、實驗一APP體驗畫面(共8組)……………110
附錄三、實驗一正式問卷……………137
附錄四、實驗二APP體驗畫面(共8組)……………141
附錄五、實驗二正式問卷……………153
附錄六、實驗三APP體驗畫面(共4組)……………157
附錄七、實驗三正式問卷……………163

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2016-7-18

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