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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题名:	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
作者:	周俐君;Chou,Li-Chun
贡献者:	企業管理學系
关键词:	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;Experience;Amount of Action;Degree of Customization;Image Presented Style;Experience Helper;Experience Attitude;Pleasure;Continuing Experience Intention
日期:	2016-07-18
上传时间:	2016-10-13 13:08:45 (UTC+8)
出版者:	國立中央大學
摘要:	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。 ;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.
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