婚紗消費的顧客參與和幸福感：紮根理論法之研究

Customer Participation and Well-being Perception in Bridal Photography Services: A Grounded Theory Approach

侯欣妤(Shin-yu Hou)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

婚紗攝影產業是中國人特有的攝影模式，不僅被視為文化創意產業，也是一種強調幸福感的服務業。經濟學將消費幸福感視為是個體在各種需求上的滿足問題，而行銷領域則聚焦在如何影響顧客的購買意願。新人不僅是顧客也是投入資源，其參與行為又能否對消費幸福感產生直接的影響？為此，本研究應用紮根理論取樣兩組新人、服務者、親友等供需雙方，歷經服務購買、攝影服務等程序的觀察與追蹤訪談，目的在挖掘新人的消費過程中，如何透過參與行為影響或創造消費幸福感。
研究結果顯示：（1）消費幸福感複合認同感、歸屬感、超值感、滿意、成長、以及正向情感等正向感受；（2）有助創造消費幸福感的參與行為包括事前準備、配合行為、以及關係經營；（3）個人資源、服務資源、社會與心理需求、以及達成消費目標都是影響顧客參與行為的重要因素。

關鍵字

紮根理論 ； 消費幸福感 ； 參與行為 ； 婚紗攝影

並列摘要

Wedding photography is a service that is particularly valued among Chinese people. The wedding photography industry is viewed as a cultural and creative industry, as well as a service industry that emphasizes happiness. Economics views consumption as a means of satisfying individuals’ need for happiness, while the field of marketing focuses on how to affect the purchase intentions of consumers. In the wedding photography context, newlyweds are not simply customers but also deeply invested participants, and so the question arises: Is their participation behavior able to directly affect their own happiness as consumers? To answer this question, the present study applied the grounded theory to sample two groups of newlyweds, their friends and family members, and service personnel, and to observe and conduct interviews after specific activities such as service purchases and photography sessions. The overall purpose of these investigations was to discover how newlyweds affect or create consumer happiness through participation behavior during the consumption process.
The research results showed that (1) consumer happiness consists of positive feelings and concepts such as identification, a sense of belonging, premium value, satisfaction, growth, and positive affect; (2) participation behaviors that help create consumer happiness include preparation, cooperation, and relationship management; (3) personal resources, service resources, the needs of social and physiological, and the need to achieve the consumption purpose personal cognitions are all important factors that affect customer participation behavior.

並列關鍵字

consumer happiness ； participation behavior ； wedding photography ； grounded theory

參考文獻

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