表演藝術套票知覺價值與購買意願影響因子之研究

The Determinants of Consumers' Perceived Value and Willingness to Buy Regarding Bundled Performing Arts Programs

林麗秋(Li-Chiou Lin)

指導教授 ： 黃恆獎

共同指導教授 ： 余松培

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10036

摘要

本研究為一個探索性研究，試圖了解消費者對搭配銷售的表演藝術票券如何進行評價，以及哪些因素將影響消費者對套票的知覺價值，並期許能以此研究之結果作為表演藝術行銷工作者未來制定套票時能有一參考之依據，且提供未來欲研究相關問題之參考。
我們以價格呈現方式、節目類型搭配度、座位優惠、知覺品質等作為自變數，知覺價值為應變數，進行２×２×２×２的四因子實驗設計，另輔以涉入程度與表演藝術參與動機以瞭解消費者本身特質是否影響消費者對表演藝術套票的知覺品質評價。結果發現：
一、知覺品質與節目類型搭配度對知覺價值有顯著的正面影響，價格呈現方式與
　　座位優惠則無。表示在消費者評價表演藝術套票時，知覺品質與節目類型是
　　否搭配是其考慮的重要因素。
二、因子間存在顯著的交互作用，因此在制定節目套票時必須將此作用考慮進
　　去，且在不同情境之下需據此交互關係制定較好的套票策略。
三、涉入程度與參與動機的確對表演藝術套票的評價具有顯著的影響，因此行銷人員在制定套票策略時須將不同涉入與參與動機的觀眾區隔納入考慮；且我們發現參與動機與涉入程度間有顯著相關，顯示越主動參與的觀眾會有越高的涉入程度。

關鍵字

表演藝術 ； 套票 ； 套裝產品 ； 知覺 ； 涉入 ； 動機

並列摘要

In order to better understand how consumers evaluate performing arts bundles, we executed an exploratory study, endeavoring to find out the factors determining and influencing consumers’ perceived values of performing arts bundled tickets. We performed a 2×2×2×2 factorial design, in which price framing, product fitness, seating priority, and perceived quality serve as the independent variables, while perceived value the dependent variable. And also, we also tested on consumers’ involvement in and motivations to participating performing arts events/purchasing performing arts tickets, to better understand whether individual characteristics affect the formation of perceived value on performing arts bundles. This study ended with conclusions as follows:
1. We found out that pricing framing and seating priority might not serve as the determinants of perceived value of performing arts tickets, while product fitness and perceived quality are found to have positive relationship with the dependent variable. This might indicate that, while processing information relating to performing arts bundles, consumers care more about what’s been provided but now how the bundle is provided.
2. The observed interactions existing among the four factors are believed to affect how the perceived value is formed.
3. Individual characteristics, such as involvement and motivations, are found to have moderating effects on the formation of the perceived value on performing arts bundles, which means market segments should be taken into consideration when planning a performing arts bundle.

並列關鍵字

performing arts ； bundle ； perception ； incolvement ； motivation

參考文獻

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