消費者行為在國內一向是極為熱門的研究領域,但是將此議題延伸到文化消費的研究卻很少,尤其是使用LISREL的實證研究,並無任何學術上的論文,因此引起本論文的研究動機。其中,就博物館領域而言,近年來常使用的特展行銷獲得相當程度的重視。實際上,特展行銷在國外已行之有年,但近十年來才開始在國內逐漸大量使用。然而,隨著特展行銷的普及,各博物館之間勢必要有所差異化,才能在競爭激烈的環境中獲得客源與財源,同時又能達到博物館的教育目的。而近幾年來開始被行銷界廣泛應用的「體驗行銷」概念,或許可作為博物館差異化的工具。 因此本研究參考 Schiffman and Kanuk (2000)所提出的三階段消費者決策過程之簡化模式,再加上 Schmitt (1999)所提出的體驗行銷模型為理論概念基礎,並參考相關文獻之後,提出一以體驗觀點下文化消費過程之簡化模型,並使用LISREL來進行實證分析。本研究的實證結果如下: 1. 特展相關單位所使用的促銷誘因對消費者採取實際體驗行為有正向影響。 2. 消費者過去的參觀展覽經驗對消費者採取實際體驗行為有正向影響。 3. 參考群體的意見對消費者採取實際體驗行為會有負面影響。 4. 消費者的求知、休閒娛樂、以及懷舊傾向動機,對於其採取實際體驗行為有正向顯著的影響。 5. 消費過程中如果增加互動效果,將有助於加深消費者的參觀體驗。 6. 消費者的正面參觀展覽體驗會產生正面的口碑宣傳與推薦行為、或是對類似性質展覽的忠誠度,且忠誠度亦會加強消費者的口碑與推薦行為。
In Taiwan, consumer behavior is a very popular research field. Nonetheless, research to extend the issue to cultural consumption is rare, not to mention any practical thesis using LISREL as a tool. As a result, the lack of domestic practical research in cultural consumption field leads to my motivation to do the related research. In museum research filed, there has been an increasing discussion about exhibition marketing in the past years. Actually, western museums use exhibition marketing as an important marketing means for decades, whereas Taiwanese museums use it for only few years. With the popularity of exhibition marketing, museums should try to make some differentiation among them in order to gain visitors and financial supports in such a dynamic and competitive environment, meanwhile serving the public as an educational organization. The concept of “Experiential Marketing” commonly applied and discussed in these few years may be a suitable tool for museums to differentiate. The thesis is laid on constructing a correlated model combining a simple three-phase model of consumer decision by Schiffman and Kanuk (2000), five strategic experiential modules (SEMs) by Schmitt (1999), and other related literature, using LISREL statistical method to be the analysis tool. The conclusions are as follows: 1. There is a positive relationship between the promotion incentives used by the museum and cooperative media and consumer’s real visiting experience. 2. There is a positive relationship between consumer’s past visiting experience and consumer’s real visiting experience. 3. There is a negative relationship between the opinions of focus groups and consumer’s real visiting experience. 4. There is a positive and significant relationship between the consumer’s motivation of knowledge, leisure and nostalgia and consumer’s real visiting experience. 5. If there is any interactive opportunity in the process of cultural consumption, it will impress the visitors. 6. Consumer’s positive visiting experience will lead to positive word of mouth effect, referral behavior, and loyalty for similar exhibitions; besides, loyalty will strengthen consumer’s word of mouth and referral behaviors.
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