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博碩士論文 etd-0623111-144244 詳細資訊
Title page for etd-0623111-144244
論文名稱
Title
體驗價值與顧客滿意度及忠誠度關係之研究-以宜家家居(IKEA)為個案研究
Studying the relationship among the experiential value, satisfaction and, loyalty: An case study of IKEA
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
88
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-06-17
繳交日期
Date of Submission
2011-06-23
關鍵字
Keywords
結構方程模式、宜家家居、體驗價值、顧客滿意度、品牌忠誠度
Consumer satisfaction, Brand loyalty, IKEA, SEM, Experiential Value
統計
Statistics
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The thesis/dissertation has been browsed 5735 times, has been downloaded 34 times.
中文摘要
 體驗經濟時代來臨,現今的顧客越來越注重購買的產品或企業提供的服務是否能符合其體驗需求,Schmitt(1999)認為現今顧客想要的是令他們感官暈眩、能觸動他們的心、刺激他們心思,與他們相關,並且與他們生活型態結合的產品或行銷活動案(Pine II & Gilmore, 1999;Schmitt, 1999),顯示體驗經濟已成為一種商品消費的趨勢。

  本研究以Oliver(1980)心理學認知理論和Cronin、Brady及Hult(2000)所提出因果模式為建構研究架構之理論基礎,探討曾經到宜家家居購物的消費者認知體驗價值後,是否會影響顧客產生滿意度,進而對宜家家居品牌產生忠誠度,以提供企業在執行體驗行銷相關建議。

  由研究結果可知,消費者所認知的體驗價值確實會正面影響顧客滿意度,而當消費者的滿意度越高時,其品牌忠誠度也會越高,此外,當消費者所認知的趣味體驗價值程度越高時,其對品牌的忠誠度會越高,然而,美感、服務卓越、顧客投資報酬三種體驗價值類型必須使顧客產生滿意度後,才能提升顧客對品牌的忠誠度。
Abstract
When the generation of experience economy coming, customers are becoming care if the products or services which are company provide is what they need. Customers want what let them feel dizzy, what is able to touch their mind, stimulate their think, what is related to them, and also the product or marketing activities is connected to their life style(Pine II & Gilmore, 1999;Schmitt, 1999), it means that experience economy is becoming a trend of product consuming.

Therefore, this study attempt to quote the Comprehensive model raised by Cronin, Brady and Hult (2000) and the Cognitive Model raised by Oliver(1980) as basic research frames, to prove the following goals of this study. After consumers which have been shopping in IKEA cognize the experiential value, whether their cognition will affect consumers’ satisfaction or not. In addition, consumers will have the brand loyalty to IKEA. According to the result, it provides some suggestions to their experiential marketing.

According to the results, consumers’ experiential value will affect consumer satisfaction positively. When consumers’ satisfaction becomes higher, and their brand loyalty becomes higher. In addition, when consumers’ experiential value of playfulness becomes higher, and their brand loyalty becomes higher. However, some kinds of experiential value including aesthetics, service excellence and customer ROI have to let consumer have consumer satisfaction, then it can make consumers have loyalty to the brand.
目次 Table of Contents
摘要………………………………………………………………………………Ⅰ
目錄………………………………………………………………………………Ⅲ
圖次………………………………………………………………………………Ⅴ
表次………………………………………………………………………………Ⅵ
第一章 緒論………………………………………………………………………1.
第一節 研究背景與動機 …………………………………………………1
第二節 研究目的與問題………………………………………………… 3
第二章 文獻探討…………………………………………………………………4.
第一節 品牌體驗 ………………………………………………………….4.
第二節 顧客價值……………………………………………………………6
第三節 體驗價值…………………………………………………………. 11
第四節 顧客滿意度…………………………………………………………15
第五節 品牌忠誠度………………………………………………………..18
第三章 研究方法………………………………………………………………..23
第一節 研究架構………………………………………………………….23
第二節 研究變數的定義及假設………………………………………….25
第三節 研究設計………………………………………………………….26
第四章 研究結果………………………………………………………………..31
第一節 描述性統計……………………………………………………….31
第二節 信效度分析……………………………………………………….37
第三節 假說檢定………………………………………………………….49
第五章 研究結論與建議…………………………………………………………53
第一節 研究結論………………………………………………………….53
第二節 研究貢獻………………………………………………………….55
第三節 研究限制與建議………………………………………………….56
參考文獻…………………………………………………………….57


圖次

圖3-1研究架構圖之一…………………………………………………………….23
圖3-2研究架構圖之二…………………………………………………………….24




表次

表1-1經濟價值遞進………………………………………………………………..4
表2-1顧客體驗矩陣……………………………………………………………….10
表3-1體驗價值之操作型定義…………………………………………………….25
表3-2體驗價值之變項…………………………………………………………….28
表3-3 顧客滿意度之變項…………………………………………………………29
表3-4品牌忠誠度之變項………………………………………………………….29
表3-5人口統計變項之問卷題項………………………………………………….30
表4-1樣本結構分析表…………………………………………………………….32表4-2樣本的消費特徵…………………………………………………………….34
表4-3受訪者對IKEA體驗感受之平均數及標準差……………………………..35
表4-4潛在變項之相關矩陣分析………………………………………………….36
表4-5信度檢測係數大小與可信程度…………………………………………….37
表4-6構念之信度檢測結果……………………………………………………….38
表4-7判斷標準…………………………………………………………………….39
表4-8美感構面之參數估計表-刪除前………………………………………….40
表4-9趣味構面之參數估計表-刪除前………………………………………….41
表4-10趣味構面之參數估計表-刪除後………………………………………..41
表4-11顧客投資報酬之參數估計表-刪除前…………………………………….42
表4-12顧客投資報酬率之參數估計表-刪除後………………………………….42
表4-13服務卓越之參數估計表-刪除前………………………………………….43
表4-14服務卓越之參數估計表-刪除後………………………………………….43
表4-15顧客滿意度之參數估計表-刪除前……………………………………….44
表4-16顧客滿意度之參數估計表-刪除後……………………………………….45
表4-17品牌忠誠度之參數估計表-刪除前……………………………………….45
表4-18各構念之測量變項…………………………………………………………47
表4-19各構念之組合信度與平均變異數萃取量…………………………………48
表4-20整體適配度檢定指數……………………………………………………..49
表4-21研究假設與實證結果比較表………………………………………………51
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