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論文名稱 Title |
餐廳音樂的選擇: 探討音樂節奏、環境擁擠程度與消費動機對於消費經驗評價上的影響 Choice of Music: The Influences of Music Tempo, Crowding and Shopping Motivation on Consumption Experience Evaluation |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
77 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2014-07-29 |
繳交日期 Date of Submission |
2014-08-11 |
關鍵字 Keywords |
音樂節奏、擁擠程度、消費動機、享樂型、實用型、忠誠傾向、滿意度 hedonic, intended loyalty, utilitarian, satisfaction, shopping motivation, crowding, music tempo |
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統計 Statistics |
本論文已被瀏覽 5873 次,被下載 1553 次 The thesis/dissertation has been browsed 5873 times, has been downloaded 1553 times. |
中文摘要 |
在音樂的聽覺感受上,快節奏音樂往往給人興奮、愉快的感覺,而慢節奏音樂總是伴隨著舒緩、平和的氣氛,兩種截然不同的節奏與隨之而來的環境氛圍,對於消費者的經驗和行為產生影響。過去研究指出,消費者在慢節奏音樂下,在賣場的逛街時間和餐廳的用餐時間都比在快節奏音樂下來得長,銷售額也較高。而快節奏音樂則是在獲取消費者的注意力上有較強的效果,但同時也比慢節奏音樂對聆聽者的記憶效果帶來更多的干擾作用。除此之外,音樂的熟悉度、喜好程度或甚至是類型,對於消費者都是有不同程度上的影響效果。 背景音樂具有改變商店氛圍的作用,進而增加消費者的消費經驗評價。在本研究中,以實驗設計法進行,從音樂特質中的節奏來出發,將音樂節奏(快vs.慢)、擁擠程度(高vs.低)及消費動機(享樂型vs.實用型)三個變數,以2x2x2的三因子設計,在一共八種不同的消費情境下,透過問卷調查餐廳消費者的消費經驗評價,以滿意度和忠誠傾向作為依變數的測量。 研究結果顯示,在擁擠程度低的情形下,慢節奏音樂對於享樂型和實用型動機消費者的消費經驗評價之影響效果比快節奏音樂來得佳;而在擁擠程度高的情形下,對實用型動機消費者而言,慢節奏音樂相較於快節奏音樂的消費經驗評價較佳;而對享樂型動機消費者而言,快節奏相較於慢節奏音樂的消費經驗評價較佳。 |
Abstract |
Talking about the feeling of music, it’s common that people has excited and happy feeling regarding fast tempo music, relatively, people has calm and peaceful cues based on slow tempo music. In the past research, customers under slow music would stay longer and spend more than under fast music in both supermarket and restaurant. Furthermore, compared to slow music, fast music has stronger effect on getting attention but provide more distraction on message recall. In addition, the level of familiarity, level of like and type of music would also significantly influence customers on both behavior and experience. Thus, there is no doubt that background music has significant influence on customers. In this research, the experimental design is used to investigate the shopping evaluation affected by music tempo (fast vs. slow), crowding (high vs. low), and shopping motivation (hedonic vs. utilitarian). Then, 2x2x2 factorial design is conducted, and 8 different scenarios are created in a restaurant. Questionnaire is set to find the consumption experience evaluation including satisfaction and intended loyalty. The results indicate that under low-crowding environment, slow music has better effect on consumption experience evaluation compared to fast music for both hedonic and utilitarian shoppers; differently, under high-crowding environment, fast music has better effect on consumption experience evaluation for hedonic shoppers, but slow music has better effect for utilitarian shoppers. |
目次 Table of Contents |
第壹章 緒論1 第一節 前言1 第二節 研究背景1 第三節 研究動機3 第四節 研究目的與問題5 第五節 研究架構6 第貳章 文獻回顧8 第一節 前言 8 第二節 音樂的影響 8 一、 音樂在商店環境氛圍中的角色 8 二、 音樂的非節奏變數對消費者影響之相關研究10 三、 音樂節奏對消費者影響之相關研究 12 第三節 擁擠程度 16 一、 擁擠的定義、概念與分類 16 二、 擁擠對情緒的影響 18 三、 擁擠對於消費者經驗評價之影響19 第四節 消費動機(Shopping Motivation) 21 一、 實用型動機(Utilitarian motivation)22 二、 享樂型動機(Hedonic motivation) 22 第五節 小結 22 第參章 研究設計與方法24 第一節 前言 24 第二節 研究假設與架構 24 一、 音樂節奏、擁擠程度、消費動機對消費經驗評價的影響 24 第三節 研究設計28 第四節 研究變數的操作型定義與衡量 29 一、 自變數 29 二、 依變數 32 三、 探索性研究變數: 擁擠情緒 33 第五節 問卷內容 34 一、 問卷問項設計 34 二、 抽樣方法 35 第六節 小結 36 第肆章 研究結果分析 37 第一節 前言 37 第二節 樣本背景介紹 37 第三節 信度分析 39 第四節 研究設計之檢驗 39 一、 消費動機分組 39 二、 擁擠分組及操弄檢定 39 三、 潛在共變數檢定 40 第五節 研究假設之檢驗 41 一、 以滿意度作為依變數進行研究假設檢驗 44 二、 以忠誠傾向作為依變數進行研究假設檢驗 46 三、 擁擠程度對擁擠情緒的影響 48 第六節 小結 49 第伍章 結論與建議 50 第一節 前言 50 第二節 研究結果與討論 50 第三節 研究貢獻 52 一、 理論貢獻 52 二、 實務貢獻 53 第四節 研究限制 54 一、 音樂的選擇 54 二、 擁擠的界定 54 三、 單一餐廳的選擇 55 四、 音樂節奏的操弄確認 55 第五節 未來研究與建議 55 一、 結合一致性與音樂各種元素的配合 55 二、 音樂於神經認知領域的探討 56 三、 古典音樂的魅力 56 第六節 小結 57 參考文獻 58 附錄一 正式問卷 63 附錄二 選擇使用的快/慢節奏音樂 65 |
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