體驗價值、顧客滿意度對行爲意圖影響之研究－以國立傳統藝術中心爲例

The Influence of Experiential Value, Customer Satisfaction on Behavioral Intention-A Case Study of Center for Tradtional Arts

張和然(Her-Ran Chang) ； 張菁敏(Chin-Min Chang)

《島嶼觀光研究》 4卷2期 (2011/06) Pp. 49-68

https://doi.org/10.29859/JITR.201106.0004

摘要

社會環境變遷，生活品質提昇，休閒旅遊已成爲國人生活中不可或缺的一環。隨著觀光產業的日增，遊客行爲意圖已成爲影響產業永續經營的重要關鍵要素。國立傳統藝術中心爲行政院文建會第一個將文化設施委外經營的先例，兼負著傳統藝術傳承與推廣的責任，以營造一個具有深度的傳統藝術體驗環境爲主要經營目標，在台灣諸多文化園區中，具有指標性的意義。本研究旨在探究國立傳統藝術中心體驗價值、顧客滿意度對行爲意圖影響之情形，藉以研究結果，提供國立傳統藝術中心未來經營型態、提昇顧客滿意度與永續經營之參考。本研究以國立傳統藝術中心之遊客爲問卷調查對象，共發放問卷550份，實際有效問卷共479份，針對問卷調查所蒐集之資料以SPSS統計軟體作爲資料分析工具，探討不同人口變項對體驗價值、顧客滿意度與行爲意圖間之差異及影響。研究結果發現：體驗價值對行爲意圖有顯著影響，以「趣味性價值」最具影響性，而「知識性價值」則不具影響效果。顧客滿意度對於行爲意圖有顯著影響，以「服務價值」最具影響性。研究中並發現，顧客滿意度在體驗價值與行爲意圖間具有中介效果。最後根據研究結果提供國立傳統藝術中心做實質而具體的改善建議。

關鍵字

體驗價值 ； 顧客滿意度 ； 行爲意圖

並列摘要

The evolution of the social environment, highlights of life quality, leisure and tourism have become an integral part of Taiwan residents' life in recent years. With the thriving of the tourism industry, the tourists' behavioral intentions are becoming the decisive element of affecting the sustainability in the industry.The Executive of National Center for Traditional Arts (NCFTA), Yuan-applies outsourced management to cultural facilities which is the first case in National Council for Cultural Affairs. With a view to construct significant and intimate relations out of traditional arts' experience, Yuan is also responsible for traditional arts' inheritance and its promotion activities. Among the numerous cultural theme parks in Taiwan, the endeavor and contribution of the case make it a targeting example.The study aims at evaluating the actual experiences of traditional arts, and understanding the interaction between customers 'behavioral intentions and customers' satisfaction in NCFTA with the purpose to render a reference of future business mode, upgrading customer satisfaction and sustainability of the industry for NCFTA. The study sets NCFTA's tourists as the target group for the questionnaire research in which there are 479 valid copies out of the total 550 copies. The research result is based on collected data of questionnaires and analyzed by the SPSS statistic tool to explore and clarify how the variables of tourists would take different effects on the experiential values and the relations between customers' behavioral intentions and customers' satisfaction.According to the study result, 「experiential values」 have a major effect on the customers' behavioral intentions which the 「entertaining value」 is the most decisive, while 「knowledgeable value」 goes to the opposite way. 「Servicing value」 is also a key index to customers' satisfaction which consequently has a crucial influence on customers' behavioral intentions too. The research results also discover that customers' satisfaction offers a role as a buffer between experiential values and customers' behavioral intentions. In the final part of the study, based on the research result, the concrete and substantial advices of improvement are provided for NCFTA as future references.

並列關鍵字

Experiential Value ； Customer Satisfaction ； Behavioral Intention

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