探討體驗價值的驅動因子及其對顧客滿意度之影響

Explore the Drivers of Consumer ’s Experience Value and their Effects on Customer Satisfaction.

張正昌(Cheng-Chang Chang)

指導教授 ： 沈慶龍

國立屏東科技大學/管理學院/企業管理系所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00140

摘要

消費者滿意乃是在特定使用環境下，對於使用產品所獲得的價值，使消費者能夠沉浸在消費過程中，產生愉悅，進而在消費者心中留下恆久存在的體驗記憶，是企業維持競爭優勢的關鍵要素。在過去的文獻探討中，過去文獻較偏重體驗層面觀點進行體驗價值的探討，本研究整合效用導向及體驗導向的觀點進行探討體驗價值的驅動因子及其對顧客滿意度影響。因此，本研究整合商店形象、參考群體、知覺犧牲、服務接觸要素、顧客涉入及顧客關係傾向對體驗價值之關連性，並探討體驗價值與顧客滿意間之關係，以試圖找出完整的思考脈絡。
本研究選擇主題餐廳、主題百貨及主題樂園作為本研究調查對象，共發出450份問卷，回收406份有效問卷，有效問卷回收率是90.02%。另外，本研究使用線性結構模式來進行實證並驗證本研究所提出之各項假設。本研究主要發現如下：1. 商店形象對體驗價值有顯著正向影響。2. 參考群體對體驗價值有顯著正向影響。3. 知覺犧牲對體驗價值有顯著負向影響。4. 服務接觸要素對體驗價值有顯著正向影響。5. 顧客涉入對體驗價有顯著正向影響。6. 顧客關係傾向對體驗價值有顯著正向影響7. 體驗價值對顧客滿意度有顯著正向影響。本研究並依據上述研究結果，提出建議。

關鍵字

商店形象 ； 參考群體 ； 知覺犧牲 ； 服務接觸要素 ； 顧客涉入 ； 顧客關係傾向 ； 體驗價值

並列摘要

Consumer satisfaction is a immediate response value of use product in a special occasion. Let consumer can indulge in the process of consumption and produce cheerful. Finally, it can stay life-enhancing memories in consumer’s heart. So, consumer satisfaction is a key point in sustain competitive advantages of enterprise. In the literature review, they all focus on the discussion of factors of strategic experience marketing or extension of strategic experience marketing and less talk about the factor of experience value of consumer. Therefore, this study integrate these factors including store image、reference groups、perceived sacrifice、service encounter、consumer involvement and consumer relationship proneness, to discuss the relationships among these factors and experience value. Besides, to discuss the relationships among experience value and consumer satisfaction. This study attempted to build up the research framework.

The research body choose restaurant 、department and amusement. I provide 450 copies of questionnaires, 406 effective copies are retrieved and effective is 90.02%. And then, I use Liner Structural Relation model as analysis tools. After Liner Structural Relation model analysis, the conclusions indicate that 1. store image has a positive impact on experience value.2. reference groups has a positive impact on experience value.3. perceived sacrifice has a negative impact on experience value.4. service encounters has a positive impact on experience value.5. consumer involvement has a positive impact on experience value.6. consumer relationship proneness has a positive impact on experience value.7. experiential value has a positive impact on consumer satisfaction.

並列關鍵字

store image ； reference groups ； perceived sacrifice ； service encounters ； consumer involvement ； consumer relationship proneness ； Experiential value

參考文獻

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