近年來，政府大力推動且支持文創產業，期望增加更多創作人才並且深化國民對藝文的重視程度。隨著生活型態及消費習慣的改變，民眾開始追求事業工作及生活品質之間的平衡，從事觀光休閒以及藝文活動的人口逐年上升。眾多的藝文展演場所中，屬駁二藝術特區最為特別，不僅提供展演空間，臨近高雄港及舊鐵道的地理環境規劃，使其兼具觀光遊憩場所。現今行銷手法已開始導向體驗行銷，體驗是一種生活上隨時可以實踐的感覺，一種貼近並感動人心的概念，具有商品化特質的藝文消費活動要更有品質且富有能量的呈現，則必須討論其相關體驗行銷策略。
本研究認為體驗行銷能帶給消費者獨特的消費經驗，因此以體驗為主軸，針對曾去過駁二藝術特區的藝文活動消費者是否會受到體驗行銷及購買動機的影響進而增加滿意度以及重遊意願。並且將消費者特質納入考量，欲了解消費者的體驗情緒及人格特質是否會產生干擾效果。本研究共回收650份有效樣本，透過階層迴歸分析後發現體驗行銷及購買動機可以正向且顯著的影響重遊意願，而滿意度在其中具有部分中介的效果。
本研究發現，駁二之消費者對於感性面的體驗行銷手法，如感官行銷、情感行銷、關聯行銷，有較佳的滿意度；反之理性面的體驗行銷手法，如思考行銷及行動行銷，消費者無法感受到業者的行銷策略，故無法正向增加滿意度。故本研究建議駁二特區之業者應加強感性面的體驗行銷手法，如感官行銷、情感行銷、關聯行銷。使消費者能感受到適度的情緒刺激以加強體驗感受、或以駐點藝術家的方式拉近消費者與藝術家之間的社會連結。

In recent years, the Taiwanese Government encourages and supports to the cultural and creative industries for the expecting to develop more creative talents and citizens. As the change of lifestyles and consumer behaviors, people embark to seek to the balance between career and living qualities. The people who attend the sightseeing and artistic activities are increasing year by year. The Pier-2 Art Centre is also a sightseeing and leisure place which is near to Kaohsiung Harbor and old railway, therefore, not only for artistic activities but also a leisure place make Pier-2 Art Centre unique among the numerous exhibition places. The market strategies nowadays are driven to experiential marketing. Experience works and touches people every time and everywhere. If we expect artistic activities can present as better as dynamic, the issue of experiential marketing is worthy to discuss.
The study considers that experiential marketing makes consumers some special experiences. Therefore, the research model combines experiential marketing, purchase motivations, satisfaction and revisit intention, moreover, the model adopt the consumer traits into the research including experience emotions and consumer personality. The samples are 650 collected by convenience sampling. Through the analysis of hierarchical regression, we can test the effect of experiential marketing, purchase motivation, and revisit intention; the mediator effect of satisfaction and the moderator effect of experience emotions and consumer personality. The result shows that experiential marketing and purchase motivation are positive and significant to revisit intention, and satisfaction has partial mediator effect.
The study finds that the consumers of Pier-2 Art Centre have the greater satisfaction to the emotional factor of experiential marketing strategies, including sense, feel and related marketing. As to the rational factor of experiential marketing strategies, including think and act marketing which cannot enhance the satisfaction. Thus, the study suggests the business should use more emotional-related marketing strategies, and make consumers feel the appropriate feeling stimulation. For example, to invite artists in resident to Pier-2 Art Centre is a way to make strong ties among artists and consumers.

論文審定書 i
誌謝 ………………………………………………………………………………..ii
摘要 ……………………………………………………………………………….iii
Abstract iv
目錄 ………………………………………………………………………………..v
圖次 ………………………………………………………………………………vii
表次 ………………………………………………………………………….....…ix
第一章 緒論………………………………………………………………………….1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 研究範圍與限制 6
第二章 文獻探討 9
第一節 文創產業現況及個案特區介紹 9
第二節 體驗行銷 13
第三節 消費者行為模型 17
第四節 駁二特區消費者體驗行銷與重遊意願模型 24
第三章 研究設計 28
第一節 研究架構 28
第二節 研究模式 29
第三節 研究方法 38
第四章 實證分析 47
第一節 樣本結構敘述與變數基本分析 47
第二節 驗證體驗行銷及購買動機對重遊意願之影響 55
第三節 驗證滿意度之中介效果 60
第四節 驗證體驗情緒之干擾效果 64
第五節 驗證消費者人格之干擾效果 73
第五章 結論與建議 90
第一節 結論 91
第二節 建議 95
第三節 管理意涵 98
參考文獻 100
附錄 107

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