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  • 學位論文

消費者特性與服務品質對文化創意產業消費者滿意度之研究-以台中萬代福影城為例

Consumer's characteristic and service quality to the research of cultural creativity industry consumer's satisfaction-take wonderful cinemas as an example

指導教授 : 蘇文斌
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摘要


本論文研製之觀察近幾年台灣消費市場,文化創意產業的興起,是難以忽略的新興勢力。而從娛樂、出版、個性商店、生活型態、休閒品味等方面來看,都可以適當發現到崛起的趨勢。文化創意產業,是近兩年來政府與民間大為推廣的台灣新興產業方向。隨著台灣社會工業化、都會化的腳步,加以週休二日的執行,文化從生活裡抽離出來,成為「可消費」的產業之一。在文化創意產業這個名字的背後,如何吸引顧客消費,是必須考慮的問題,本研究以此為研究動機,試圖由消費者特性、服務品質理論整理出一個影響文化創意產業消費者滿意度,並配合實證的方式來驗證,並提出以下主要之研究目的: 一、探討消費者特性對於文化創意產業消費者滿意度之影響 二、探討服務品質對於文化創意產業消費者滿意度之影響。 三、探討消費者在文化創意產業消費品質與服務品質上對於消費者有一定之影響。 在研究對象部份,主要調查的母體為台中地區著名的萬代福影城作為本研究之對象,本研究係採取便利抽樣方式,選擇以台中文化創意業者萬代福影城的消費者做為問卷調查的發放對象來收集樣本資料,透過消費其電影院相關消費者,取得相關資訊,探討服務品質及消費滿意度的關係,以驗證學者之觀點。問卷共發放500份來做為研究,經其回收後,針對問卷資料進行敘述統計分析、因素分析、變異數分析、迴歸分析。 研究成果部份: 一、文化創意產業服務品質對消費者滿意度,具有顯著的正面影響。二、不同的人口統計變項的文化創意產業消費者在滿意度上有顯著性 的差異。 三、消費者在文化創意產業消費品質與服務品質上對於消費者有一定之影響。

並列摘要


A procedure is this thesis develops of observe the last few years Taiwanese consumption market, the rise of cultural creativity industry, is hard neglect of emerging forces. And from amused, published, personality store, life type, recreation tasty...etc. to see, can find rising trend appropriately. Cultural creativity industry is government and folks is greatly newly arisen industry directions in Taiwan of expansion in the last two years. Along with Taiwanese society industrialization, will turn of footstep, take into a week to rest a performance for 2 days, culture from life in taking out to leave out, become one of the industry of "can consume". The back in cultural creativity industry, this name, , how attract customer consumption, is the problem that have to consider, this research takes this as to study motive and try is tidied up an influence cultural creativity industry consumer's satisfaction by the consumer's characteristic, service quality theories, and match with the way of substantial evidence to identify, and put forth a main research purpose as follows: (1)inquire into the influence of the characteristic of consumer uponcultural creativity industry consumer's satisfaction (2)inquire into the influence of the service quality upon cultural creativity industry consumer's satisfaction. (3)inquire into that the consumer consumes quality and service quality in cultural creativity industry up to the consumer have definitely of influence. At research object's part, main inquisition of maternal is the ten thousand well-known generation blessing cinema of Taichung region is the object of this research, this research is to adopt a convenient sampling method, choose with ten thousand blessing cinemas of cultural creativity operator in Taichung of consumer be used as the object of the issuing of questionnaire to collect sample data through consuming related consumer in its movie theater, obtain related information, inquire into the relation between service quality and consumption satisfaction to identify the scholar's standpoint.The questionnaire totally issues 500 to be used as a research and aim at questionnaire data to carry on describing a covariance analysis, factor after its recall analytical, variation number analysis, regression analysis. Study a result part: (1)cultural creativity industry service quality has notable positive influence to consumer's satisfaction. (2)the cultural creativity industry consumer of different census taking variable has the difference of notable on the satisfaction. (3)the consumer is on cultural creativity industry consumption quality and the service quality to the consumer have definitely of influence.

參考文獻


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