現代人越來越重視消費娛樂與休閒生活，而從前到現在，看電影一直都是休閒娛樂中相當重要的選擇之一，所以本研究是以Mehrabian and Russell(1974)提出的情緒構面為基礎，探討消費情緒對於購後行為是否會有影響，並且加入涉入程度為干擾變數，探討消費者在觀賞電影前對電影劇情卡司…等等的涉入程度，對於顧客滿意度及口碑傳播意向的影響。 本研究透過便利抽樣的方式，所選定的研究對象以網際網路上關於電影的討論區為主，最終總共回收355 份問卷，扣除無效樣本共12 份，故有效問卷343 份。資料分析則以結構方程模式方法為主，檢驗本研究所提出的理論模式；並利用STATISTICA6統計軟體為本研究之分析工具，研究結果如下: 1.消費情緒對於顧客滿意度有顯著正向的影響 2.消費情緒需要透過顧客滿意度為中介來影響口碑傳播 3.不同涉入程度會對消費情緒、顧客滿意度與口碑傳播之間產生干擾效果 最後，本研究根據以上發現，對實務界及未來相關主題之研究方向提出一些建議。 More and more attention to modern consumer entertainment and leisure life, and the past to the present, the movies have always been very important in the entertainment one of the options, so this study is Mehrabian and Russell (1974) proposed the emotional dimensions of the foundation. Discussion on consumer emotion after the purchase will affect whether and the extent to join the interference of variables involved, in the view of consumer film before the film drama, and so on .The impact of customer satisfaction and word-of-mouth communication. Convenience sampling method was applied to select 355 consumers from the Internet movie forum. Of 343 responses were usable. Structural Equation Models were used to test the proposed hypotheses. STATISTICA6 software was applied as the analyzing tool in this study. According to the result, we recommend some suggestions to both the practitioners and the academics.
