電影是人們日常生活中的娛樂來源之一，也是人們實現夢想與想像的媒介。近年來，台灣的電影片商以小成本、低風險為製片原則的情況，加上好萊塢電影的佔據，導致電影產業在惡性循環下一直萎靡不振。
《返校》於2019年上映，其劇情改編自同名電腦遊戲，值得注意的是好萊塢之賣座電影，大多也都是改編自其他作品。本研究基於改編之風潮，探討台灣電影市場是否可以朝改編之方向發展，並聚焦於消費者對於遊戲改編之電影的接受度。本研究之實證結果可歸納為以下：
1.消費者對電影的涉入度愈強，會愈重視電影的屬性，進而正向影響對遊戲改編之電影的滿意度。
2.消費者認為電影之原版遊戲與遊戲改編之電影的產品類別契合度愈高，對於遊戲改編之電影的滿意度也會愈高。
3.消費者對於遊戲改編之電影的滿意度愈高，會愈樂意推薦及重複觀看該遊戲改編之電影。
4.消費者普遍對遊戲改編之電影的滿意度及樂意推薦、重複觀看的意願高，亦即消費者對改編遊戲之電影接受度高。

Films are one of the entertainments in our daily lives, and also a medium for people to fulfill their dreams and imaginations. In recent years, film producers in Taiwan make films on the principle of low costs and low risks and the Hollywood blockbuster films occupy the list which cause the film industry to be sluggish under a vicious circle.
“Detention” is a film of Taiwan released in 2019 and based on the video game of same name. It is worth noting that the Hollywood blockbuster films are mostly adapted from other works nowadays. Based on the trend of adaptation, the thesis tries to discuss whether the film market in Taiwan can follow the trend of adaptation and develop. Furthermore, the thesis focuses on the consumer’s acceptance of films based on video games. The induced conclusions of the thesis are summarized as follow:
1.The higher the consumers' involvement in the films, the more attention will be paid to the attributes of the films, which will positively affect the satisfaction of the films based on video games.
2.Consumers consider that the higher the degree of product category fit between the video game of the film and the film based on the video game, the higher the satisfaction with the film based on the video game.
3.The higher the consumers' satisfaction with the film based on the video game, the more willing to recommend and watch it repeatedly.
4.Generally speaking, consumers' satisfaction with the films based on the video games and their willingness to recommend and watch them repeatedly are high, that is, consumers' acceptance of the films based on video games is high.

第一章 緒論 5
第一節 研究背景與動機 5
第二節 研究目的 9
第三節 研究流程 10
第二章 文獻探討 11
第一節 品牌延伸 11
第二節 涉入程度 17
第三節 品牌忠誠度 21
第四節 顧客滿意與購後行為 22
第五節 電影屬性與觀影動機 25
第三章 研究方法 29
第一節 研究架構與假設 29
第二節 研究變數與操作性定義 35
第三節 問卷資料蒐集與分析方法 42
第四章 資料分析 45
第一節 敘述性統計分析 45
第二節 因素分析 59
第三節 問卷信度分析與效度分析 70
第四節 迴歸分析 72
第五節 獨立樣本T檢定 82
第五章 研究結論與建議 83
第一節 研究結論 83
第二節 針對電影產業予以建議 93
第三節 研究限制與未來研究方向探討 94
參考文獻 96
研究問卷 106

一、中文部分
1.文化部影視及流行音樂產業局. (2018). 2017影視廣播產業趨勢研究調查報告─電影產業.
2.文化部影視及流行音樂產業局. (2019). 2019年1月至9月電影市場動態.
3.文化部影視及流行音樂產業局. (2020). 2018影視廣播產業趨勢研究調查報告─電影產業.
4.何慧儀;徐延婷. (2011). 皮克斯動畫電影觀影者動機與滿意度研究. 中華印刷科技年報, 443-456.
5.別蓮蒂. (2003). 消費者認知的廠商移轉能力, 產品製造困難度與品牌聯想對品牌延伸合適性的影響.
6.李雅靖;翁怡嘉. (2016). 觀看電影之整合決策模型：國龍vs. 好萊塢帝國. [An Integrated Model for Movie-Watching Decision Making: Chinese Dragon vs. Hollywood Empire]. 高雄應用科技大學人文與社會科學學刊, 2(1), 1-16. doi:10.6554/jktuhs.2016.0201.01
7.侯嘉政;傅柏霖. (2008). 產品涉入與品牌涉入對品牌忠誠度之影響-以數位相機為例. 行銷評論, 5(1), 27-56.
8.張雅婷;郭良文. (2008). 探討閱聽人對韓劇《 我叫金三順》 的解讀研究.
9.郭幼龍. (1999). 民眾對臺灣電影的評價與電影消費行為之關係研究 = Interrelationship between personal evaluations and consumer behaviors in Taiwan films / 郭幼龍撰. 臺北市: 撰者.
10.陳冠宇. (2008). 電影觀賞前的涉入程度在消費情緒對顧客滿意度與口碑傳播影響的干擾效果. 中央大學企業管理學系學位論文, 1-67.
11.曾大軒. (2007). 品牌信任、品牌情感與契合度類型對品牌延伸之影響：以搜尋品及體驗品為例. 國立臺灣大學, Available from Airiti AiritiLibrary database. (2007年)
12.黃光玉. (2002). 再探 [主動的閱聽人] 之核心意涵: 質化與量化的異同. 論文發表於 [中華傳播學會 2002 年會暨論文研討會], 臺北深坑: 中華傳播學會, 6.
13.蕭伊雯. (2005). 觀賞電影的動機與行為-電影院與在家觀影經驗之比較.
14.羅曉光. (2006). 基於顧客夠厚行為的顧客滿意度評價研究. 哈爾濱工程大學.
 
二、英文部分
1.Aaker, D. A. (1991). Managing Brand Equity New York. In: The free press.
2.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
3.Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
4.Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143. Retrieved from www.jstor.org/stable/184036
5.Austin, B. A. (1986). Motivations for movie attendance. Communication Quarterly, 34(2), 115-126. doi:10.1080/01463378609369627
6.Austin, B. A. (1989). Immediate seating : a look at movie audiences. Belmont, Calif.: Wadsworth Pub. Co.
7.Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209.
8.Best, R. J., Hawkins, D. I., & Mothersbaugh, D. L. (2007). Consumer behavior: Building marketing strategy: McGraw-Hill.
9.Bhat, S., & Reddy, S. K. (1997). Investigating the dimensions of fit between a brand and its extension. Paper presented at the 1997 AMA Winter Educators’ Conference Proceedings.
10.Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122. doi:10.1016/s0148-2963(99)00115-0
11.Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of economic psychology, 16(2), 311-329.
12.Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7-27.
13.Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.
14.Chang, B.-H., & Ki, E.-J. (2005). Devising a Practical Model for Predicting Theatrical Movie Success: Focusing on the Experience Good Property. Journal of Media Economics, 18(4), 247-269. doi:10.1207/s15327736me1804_2
15.Chiou, J.-S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed? Journal of Service Research, 5(2), 113-124.
16.Cooper-Martin, E. (1991). Consumers and Movies: Some Findings on Experiential Products.
17.Copeland, M. T. (1923). Relation of consumers' buying habits to marketing methods. Harvard business review, 1(2), 282-289.
18.Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. doi:10.2307/1252296
19.Czellar, S. (2003). Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
20.Day, R. L. (1977). Extending the Concept of Consumer Satisfaction.
21.Debenedetti, S. (2006). The Role of Media Critics in the Cultural Industries. International Journal of Arts Management, 8, 30-42.
22.Desai, K. K., & Basuroy, S. (2005). Interactive influence of genre familiarity, star power, and critics' reviews in the cultural goods industry: The case of motion pictures. Psychology & Marketing, 22(3), 203-223.
23.Fiske, S. T., & Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect.
24.Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
25.Gamble, T. (1967). Plotting Marketing Strategy. In: Press Book, New York.
26.Hirschman, E. C., & Holbrook, M. B. (1982). HEDONIC CONSUMPTION - EMERGING CONCEPTS, METHODS AND PROPOSITIONS. Journal of Marketing, 46(3), 92-101. doi:10.2307/1251707
27.Houston, M., & Rothschild, M. (1978). Conceptual and methodological perspectives in involvement.
28.Hunt, H. K. (1977). Conceptualization and measurement of consumer satisfaction and dissatisfaction: Marketing Science Institute.
29.Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.
30.Jacoby, J., & Olson, J. C. (1970). An attitudinal model of brand loyalty: conceptual underpinnings and instrumentation research. Purdue Papers in Consumer Psychology, 159(2), 14-20.
31.Keaveney, S. M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59(2), 71-82. doi:10.2307/1252074
32.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
33.Knox, S., & Walker, D. (2003). Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets. Journal of Strategic marketing, 11(4), 271-286.
34.Kotler. (1991). Marketing management : analysis, planning, implementation and control. Englewood Cliffs, N.J: Prentice Hall.
35.Kotler. (2002). Marketing management : analysis, planning, implementation and control. Englewood Cliffs, N.J.; London: Prentice Hall.
36.Kotler, & Keller. (2007). A framework for marketing management (3rd ed). Prentice Hall, Upper Saddle River, N.J.
37.Kotler, Leong, S. M., & Tan, C. T. (1999). Marketing management : an Asian perspective / Philip Kotler ... [et al.] (2nd ed. ed.). Singapore ;: Prentice Hall.
38.Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
39.Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of consumer marketing, 12(4), 11-19.
40.Laurent, G., & Kapferer, J.-N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 22(1), 41-53.
41.Linton, J. M., & Petrovich, J. A. (1988). The application of the consumer information acquisition approach to movie selection: An exploratory study. Current research in film: Audiences, economics and law, 4, 24-44.
42.Manning, R. E. (1999). Crowding in outdoor recreation: Use level, perceived crowding and satisfaction. Studies in Outdoor Recreation: Search and Research for Satisfaction, 2nd edn. Oregon State University Press, Corvallis, 80-121.
43.Mao, H. F., & Krishnan, H. S. (2006). Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model. Journal of Consumer Research, 33(1), 41-49. doi:10.1086/504134
44.McWilliam, G., & De Chernatony, L. (1989). Branding terminology–the real debate. Marketing Intelligence & Planning.
45.Miller, N. J., & Kean, R. C. (1997). Factors contributing to inshopping behavior in rural trade areas: Implications for local retailers. Journal of Small Business Management, 35(2), 80.
46.Moon, S., Bergey, P., & Iacobucci, D. (2010). Dynamic Effects Among Movie Ratings, Movie Revenues, and Viewer Satisfaction. Journal of Marketing, 74, 108-121. doi:10.1509/jmkg.74.1.108
47.Nadler, S., & Simerly, R. L. (2006). The effect of listening on the formation of students trust and commitment in academic advising: A study at a United States university. International Journal of Management, 23(2), 215.
48.Neelamegham, R., & Jain, D. (1999). Consumer Choice Process for Experience Goods: An Econometric Model and Analysis. Journal of marketing research, 36(3), 373-386. doi:10.2307/3152083
49.Newman, J. W., & Werbel, R. A. (1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of marketing research, 10(4), 404-409. doi:10.2307/3149388
50.Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
51.Ostrom, A., & Lacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17-28.
52.Palmgreen, P., Cook, P. L., Harvill, J. G., & Helm, D. M. (1988). The motivational framework of moviegoing: Uses and avoidances of theatrical films. Current research in film: Audiences, economics, and law, 4, 1-23.
53.Papa, M. J., Singhal, A., Law, S., Pant, S., Sood, S., Rogers, E. M., & Shefner‐Rogers, C. L. (2000). Entertainment‐education and social change: an analysis of parasocial interaction, social learning, collective efficacy, and paradoxical communication. Journal of communication, 50(4), 31-55.
54.Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193.
55.Reddy, S. K., Holak, S. L., & Bhat, S. (1994). To extend or not to extend: Success determinants of line extensions. Journal of marketing research, 31(2), 243-262.
56.Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement a uses and effects investigation. Human communication research, 14(2), 246-268.
57.Ryan, M. J., Buzas, T., & Ramaswamy, V. (1995). Making CSM a power tool. Marketing Research, 7(3), 10.
58.Ryan, M. J., Rayner, R., & Morrison, A. (1999). Diagnosing Customer Loyalty Drivers. Marketing Research, 11(2).
59.Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.
60.Slama, M. E., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1), 72-82.
61.Smith, D. C., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of marketing research, 29(3), 296-313.
62.Sood. (2002). Audience involvement and entertainment—education. Communication Theory, 12(2), 153-172.
63.Sood, S., & Drèze, X. (2006). Brand extensions of experiential goods: Movie sequel evaluations. Journal of Consumer Research, 33(3), 352-360.
64.Swan, J., & Oliver, R. (1989). Postpurchase Communications By Consumers. Journal of Retailing, 65(4), 516.
65.Swanson, S. R., & Davis, J. C. (2003). The relationship of differential loci with perceived quality and behavioral intentions. Journal of Services Marketing.
66.Tauber, E. M. (1981). Brand franchise extension: new product benefits from existing brand names. Business Horizons, 24(2), 36-41.
67.Tauber, E. M. (1988). Brand leverage: strategy for growth in a cost-control world.
68.Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782.
69.Westbrook, R. A., & Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction. ACR North American Advances.
70.Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking sort/ice anlity, customer satisfaction, and behavioral intention. Journal of health care marketing, 9(4), 5-17.