文化觀光市場的興起，讓古蹟文物、民族特色與生態旅遊等逐漸受到關注，古蹟體驗成為旅遊重點之一，使得過去被商品化。古蹟再利用的觀念，不僅為台灣各地方提供文化觀光發展的契機，還能提高消費者對自身文化的瞭解與認同。許多古蹟再利用的案例中，經營當局保留其原貌並轉型為文創據點，如台北紅樓劇場、高雄市打狗英國領事館等。在富含歷史與文化寓意的空間渲染下，帶領參觀者一同感受昔日風華。
本研究以古蹟再利用的台南林百貨為主軸，以Sheth et al. (1991)所提出的消費價值理論為基礎，並加入服務品質作為干擾變數，來探討對消費者參觀後滿意度與行為意圖之影響。研究方法採用量化的問卷調查法，以曾造訪過台南林百貨的消費者為實證對象，共回收283份有效問卷。本研究利用迴歸分析，試圖找出消費價值各構面對滿意度、行為意圖的影響程度，其中尤以情感價值與嘗新價值的影響較大。而服務品質對消費價值、滿意度與行為意圖則存在調節效果，顯示服務品質具有部分影響性。
本研究發現，百貨業的服務品質普遍已擁有高水準，因此，建議相關業者可朝以下幾點著手: 1. 將經營重點放在消費價值的形塑與差異化。2. 利用網路作為宣傳差異化的媒介。3. 可透過店內商品組合的改變提升顧客新鮮感。4. 藉由異業結盟、使用在地文化元素來開發商品，推廣當地文化特色。5. 與國內外旅遊網站、節目或在地民宿合作，拓展外地或國外觀光客群。進而提高消費者造訪與重遊意願，也能刺激其分享意圖，提升百貨知名度。

The rise of cultural tourism interest markets such as heritage, ethnic and ecotourism that attracted consumers’ notice increasingly. Experiencing heritage sites has become one of several priorities in the cultural travel, resulting in a commodification of the past. Due to the concept of heritage reuse, not only provide an opportunity for cultural tourism development around Taiwan, but also enhance the cultural realization and recognition in historical of consumers. In the cases of heritage reuse, maintenance supervisors retained the original appearance of the building and transformed into a cultural creativity place, such as Taipei Red House. Lead visitors to experience the glory of the past in the historical and cultural space.
Using the heritage reuse of Tainan Hayashi department store as a research case setting, this study is based on the conceptual framework composed by Sheth et al. (1991)’s consumption values theory as a foundation, and combined service quality as a moderator, to investigate the influence of consumers’ satisfaction and behavioral intention after they visited the department store. This research involved a quantitative questionnaire survey. We conducted a survey from consumers who had visited to Tainan Hayashi department store, and totally collected 283 valid samples. We found that emotional value and epistemic value are more important than others. It also indicates that service quality partially impact on satisfaction and behavioral intention.
This study found that service quality in the department store industry has reached a high level nowadays. As a result, we suggest that the store managers could focus on (a) Shaping and differentiating consumption values. (b) Promoting their differentiation by the internet. (c) Changing products regularly and attracting consumers by the novelty of product crossover. (d) Using cross-industry alliance and elements of local culture to develop products to promote cultural characteristics of Tainan. (e) Cooperating with domestic and foreign travel websites, programs, or local hostels in order to expand other regions or foreign tourists. Through the suggestion above, not only increase consumers’ willingness to visit and re-visit, but also stimulate them to share others to improve store’s visibility.

論文審定書…………………………………………………………………………i
論文公開授權書……………………………………………………………………ii
誌謝…………………………………………………………………………………iii
摘要…………………………………………………………………………………iv
Abstract ………..………………………………………………………………..…v
目錄…………………………………………………………………………………vi
圖次…………………………………………………………………………………vii
表次…………………………………………………………………………………ix
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………04
第三節 研究流程……………………………………………………………05
第四節 研究範圍與限制……………………………………………………06
第二章 文獻探討…………………………………………………………………07
第一節 產業現況分析………………………………………………………07
第二節 消費價值……………………………………………………………12
第三節 服務品質……………………………………………………………16
第四節 滿意度………………………………………………………………18
第五節 行為意圖……………………………………………………………19
第三章 研究設計…………………………………………………………………21
第一節 研究架構……………………………………………………………21
第二節 研究模式……………………………………………………………22
第三節 研究方法……………………………………………………………28
第四章 實證分析…………………………………………………………………35
第一節 樣本資料分析與變數分析………..…………..……………………35
第二節 驗證消費價值對滿意度與行為意圖之影響………………………43
第三節 驗證滿意度之中介效果……………………………………………48
第四節 驗證服務品質之干擾效果…………………………………………52
第五節 實證結果彙整………………………………………………………70
第五章 結論與建議………………………………………………………………72
第一節 研究結論……………………………………………………………73
第二節 研究建議……………………………………………………………77
第三節 管理意涵……………………………………………………………79
參考文獻……………………………………………………………………………81
附錄一 前測問卷…………………………………………………………………86
附錄二 正式問卷…………………………………………………………………91

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三、網路
文化部，2014，「2014臺灣文化創意產業發展年報」，http://stat.moc.gov.tw/Research.aspx
文化部，2014，性別統計指標-文化與休閒，http://www.moc.gov.tw/informationlist_290_2.html
文化部文化統計資料庫，2014，文化統計指標，http://stat.moc.gov.tw/StatisticsPointer.aspx
文化部文化統計資料庫，2014，「2011文化統計專題報導」，http://stat.moc.gov.tw/StatisticsResearchList.aspx
文化資產局，2014，文化資產個案導覽-原林百貨，http://www.boch.gov.tw/boch/frontsite/cultureassets/caseBasicInfoAction.do?method=doViewCaseBasicInfo&caseId=DA09602000402&version=1&assetsClassifyId=1.1&menuId=310&iscancel=true
林百貨官方網站，2014，http://www.hayashi.com.tw/page.asp?nsub=A8A000&lang=C