愉悅性消費服務基架對顧客認知價值與顧客滿意之影響

The Impact of Servicescapes on Customers' Perceived Value and Satisfaction in Hedonic Consumption

江義平(I-Ping Chiang) ； 許書豪(Shu-Hao Xu)

《休閒與遊憩研究》 2卷2期 (2008/11) Pp. 91-129

https://doi.org/10.6157/2008.2(2).4

摘要

服務基架泛指一切與消費相關的外在因素，過去學者多以此為研究基礎，探討與消費者接觸的環境因素，本研究針對愉悅性消費的特質，定義出「愉悅性服務基架」其中包含了消費情境與現場氣氛等兩個構面。
本研究旨在探討消費者在從事愉悅性消費時，愉悅性服務基架與顧客認知價值、顧客滿意及行為意圖間之關係。本研究成功向247位觀賞職棒比賽觀眾進行實證研究調查，研究結果顯示：消費情境的提升會產生正向的顧客認知價值與顧客滿意，而現場氣氛的提升則只會產生正向的顧客認知價值；另外顧客滿意會產生正向的行為意圖，顧客認知價值會產生正向的顧客滿意，最後，依據實證研究結果，本研究提出理論貢獻及實務意涵之結論及後續研究建議。

關鍵字

愉悅性消費 ； 服務基架 ； 服務行銷

並列摘要

Servicescapes generally include all external factors around consumption. Previous scholars used servicescapes to explain which factors are involved during consumption. Base on the characteristics of hedonic consumption, we define ”consumption scenario” and ”scene atmosphere” as two major components of servicescapes.
The purpose of this research tries to explore the relationship among servicescapes, customers' perceived value, customers' satisfaction and behavioral intention. Our study surveyed 247 fans who attended professional baseball games to collect their opinions during hedonic consumption. The findings show that consumption scenario positively influences both customers' perceived value and satisfaction. However, scene atmosphere only create positive perceived value. In addition, customers' satisfaction leads to positive behavioral intention, and customers' perceived value can create positive customers' satisfaction. Furthermore, theorical and empirical conclusions and future study suggestions are also provided in this study.

並列關鍵字

hedonic consumption ； servicescapes ； service marketing

參考文獻

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