- 會議論文
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電影映演業之差異化策略對顧客購買意願的影響－以票價為干擾變項
The Influence of Differentiation Strategy to Purchase Intention for the Theater Industry-Ticket Price as Moderator
摘要
本研究希望藉由探討差異化策略對顧客購買意願的影響，以了解台灣電影院產業採用差異化策略所能帶來的功效，差異化策略包含產品差異化及提升服務品質等兩種方式，而在電影映演業之實際做法，是以IMAX巨型螢幕影廳及4D動感影廳為產品差異化，而VIP影廳則為提升服務品質，並以票價作為干擾變項，來探討特殊影廳與一般影廳的票價差異問題對於電影映演業差異化策略實施效果的影響。本研究以網路問卷方式蒐集資料，實際回收總問卷數量為315份。研究結果證實，產品差異化會對顧客購買意願產生正向顯著的影響，而溢價問題則對於差異化策略與顧客購買意願間沒有明顯的干擾效果，表示電影院產業採用差異化策略後的確可以透過索取溢價的方式來提高營收。
並列摘要
The purpose of this study is to explore the relationship between differentiation strategy and purchase intention in Taiwan's theater industry, it is designed to examine the effect of theater industry's differentiation strategy, and provide some useful suggestions to Taiwan's theater industry when they adopt the differentiation strategy. The results of this study show that all kinds of special auditorium will improve purchase intention. Ticket price will not affect the relationship between the differentiation strategy and purchase intention, it indicates that the theater industry can charge additional premium from customers to increase revenue when they adopt the differentiation strategy.
被引用紀錄
延伸閱讀
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