品譽耗損與借力模式之研究-以互動體驗 行銷為干擾變數

The Research on Loss of Reputation and Borrowing Power Modes-Using Interactive Experience Marketing as Disturbance Variable

辛有仁(Yu-Jen Hsin)

指導教授 ： 陳建州

嶺東科技大學/商管學院/國際企業系碩士班/碩士(2020年)

摘要

摘要
本研究主要目的是探討品譽耗損與借力模式之研究-以互動體驗行銷為干擾變數之研究，採用自編問卷為測量工具，並回收消費者有效調查問卷398份之為調查樣本。資料分析則採用百分比、平均數、標準差、獨立樣本t檢定、Person相關、單因子變異數(ANOVA)、迴歸分析等統計方法，考驗研究假設。本研究四點具體之結論，說明如下：一、品譽耗損對借力話題具有正向關係。二、互動體驗對借力話題具有正向關係。三、互動體驗對品譽耗損與借力話題具有干擾調節作用。四、人口變項統計對品譽耗損、借力話題與互動體驗具有顯著差異存在。

關鍵字

品譽耗損 ； 互動體驗 ； 借力話題模式

並列摘要

Abstract

The main purpose of this study was to explore the research on the reputation loss and borrowing model-the research used interactive experience marketing as a disturbance variable, used a self-made questionnaire as a measurement tool, and recovering 398 effective consumer questionnaires as a survey sample. Data analysis used statistical methods such as Percentage, Mean, Standard Deviation, Independent sample t test, Person correlation,Single factor variance (ANOVA), and Regression Analysis to test research hypotheses. The four specific conclusions of this study were explained as follows: 1. The loss of reputation had a positive relationship with the topic of borrowing. Second, the interactive experience had a positive relationship with the borrowing topic. 3. The interactive experience had a disturbing adjustment effect on the topic of reputation loss and borrowing. 4. Statistics of demographic variables had significant differences in reputation loss, borrowed topics, and interactive experience.

並列關鍵字

Loss of Reputation ； Interactive Experience ； Borrowing Power Modes

參考文獻

參考文獻

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