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研究生：	吳俐蓁 Wu, Li-Chen
論文名稱：	消費者在網路體驗行銷之體驗品質知覺及購買意願之研究 An Empirical Study of the Impacts of Internet Experiential Marketing on Experiential Perception, Quality, Value, and Purchasing Intention of Consumers
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2004
畢業學年度：	92
語文別：	英文
論文頁數：	117
中文關鍵詞：	顧客價值、網站、體驗知覺、體驗品質
外文關鍵詞：	Perceived Customer Value, Perceived Experiential Quality, Internet Websites, Experiential Perception
相關次數：	點閱：113 下載：22
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　　由於網際網路的盛行，電子商務行銷活動也受到相當大的重視。許多公司已經由傳統性能與效益 (features-and-benefits) 行銷轉向對他們的顧客創造體驗感覺。Toffler (1970) 在《未來的衝擊》一書中提出消費體驗的概念，但是目前尚未建立一個關於體驗行銷及消費行為的標準理論模式。

　　本研究的第一個目的是整合相關文獻並建立一個全面的體驗行銷研究模型來證明體驗行銷的先決及後續研究變數。本研究的第二個目的在於利用問卷研究來對網路商業行為做實証研究。本研計設計一份96題的問卷，針對20個化妝品網站以及20個飯店網站，收集416份問卷來分析知覺之網站內容、網站之激起情感、網站之體驗知覺、網站之體驗品質、知覺之顧客價值以及購買意願之相關性。

　　經由一系列的問卷研究，本研究結果指出整體模式是有用的且知覺之網站內容對網站之激起情感以及體驗知覺有顯著的影響，最後影響、顧客價值以及購買意願。

　　Since the prevalence of Web network, e-commerce marketing activities have created a great deal of attention. Many companies have moved away from tradi-tional features-and-benefits marketing toward creating experiences for their customers. In this book Future Shock, Toffler (1970) leaned heavily on the concept of consumption experience. However, a standardized theoretical model to integrate the relationship between experiential marketing and consumption behavior is yet to be developed.

　　This first purpose of this study is to integrate relevant literature and develop a comprehensive research model of experiential marketing to identify its antecedent and consequential research variables. The second purpose of this study is to em-pirically test the research model through conducting survey research in the area of Internet commerce. A 96-item survey questionnaire was developed to conduct a survey using 20 cosmetics and 20 hotel Websites with 416 subjects in order to iden-tify the interrelationships among the characteristics of the Internet Website, Internet Website evoked feeling, experiential perception, perceived experiential quality, perceived customer value, and purchasing intention.

　　Through a series of questionnaire survey, the results of this study indicated that the comprehensive model is valued and that the perceived characteristics of the Internet Website tend to significantly impact on the Internet Website evoked feelings and experiential perception, which eventually influence perceived experiential quality, perceived customer value, and purchasing intention.

ABSTRACT		                                                        i
TABLE OF CONTNETS	                                                       iv
LIST OF TABLES		                                                      vii
LIST OF FIGURES		                                                       ix

CHAPTER ONE	INTRODUCTION	                                                1
1	Research Background and Motivations	                                1
2	Research Objectives and Contributions	                                5
3	Research Project	                                                6
4	Research Procedure	                                                6
5	The Structure of this Study	                                        7

CHAPTER TWO	LITERATURE REVIEW	                                       10
1	Definition of Relevant Research Variables	                       10
1.1	Perceived Characteristics of the Internet Website	               10
1.2	Internet Website Evoked Feelings	                               14
1.3	Experiential Perception	                                               17
1.4	Perceived Experiential Quality                                         19
1.5	Perceived Customer Value	                                       22
1.6	Purchasing Intention                                                   24
2	Interrelationship among Research Constructs                            24                                                    
2.1	Interrelationships among Perceived Characteristics of the Internet Website, Internet Website Evoked Feelings, and Experiential Perception	       24
2.2	Interrelationships among Experiential Perception, Perceived Experiential Quality, and Perceived Customer Value	                                       27
2.3	Interrelationships between Experiential Perception and Purchasing Intention	                                                               30
2.4	Interrelationships between Perceived Experiential Quality and Perceived Customer Value	                                                               30
2.5	Interrelationships between Perceived Experiential Quality and Purchasing Intention	                                                               31
2.6	Interrelationships between Perceived Customer Value and Purchasing Intention	                                                               32
2.7	Comparisons of Research Factors among Respondents with Different Levels of Experiential Perception and Perceived Customer Value	                       33

CHAPTER THREE	RESEARCH DESIGN AND METHODOLOGY	                               35
1	The Conceptual Model	                                               35
2	Construct Measurement	                                               36
2.1	Perceived Characteristics of the Internet Website	               36
2.2	Internet Website Evoked Feelings	                               38
2.3	Experiential Perception	                                               39
2.4	Perceived Experiential Quality	                                       40
2.5	Perceived Customer Value	                                       42
2.6	Purchasing Intention	                                               43
2.7	The Information of Respondents	                                       44
3	Hypotheses to Be Tested	                                               44
4	Questionnaire Design	                                               46
5	Sampling Plan	                                                                                                                                                             47
6	Data Analysis Procedures	                                       48
6.1	Descriptive Statistic Analysis	                                       49
6.2	Purification and Reliability of the Measurement Variables	       49
6.3	Differences of Research Variables among Groups	                       50

CHAPTER FOUR	DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS	               53
1	Introduction	                                                       53
2	Descriptive Analysis	                                               53
2.1	Data Collection		                                               53
2.2	Characteristics of Respondents	                                       53
2.3	Measurement Results for Relevant Research Variables	               55
3	Reliability Tests	                                               59
3.1	Perceived Characteristics of the Internet Website	               59
3.2	Internet Website Evoked Feelings	                               63
3.3	Experiential Perception		                                       64
3.4	Perceived Experiential Quality		                               68
3.5	Perceived Customer Value		                               71
3.6	Purchasing Intention		                                       74

CHAPTER FIVE	RESEARCH ANALYSIS AND RESULTS	                               75
1	Interrelationships among Perceived Characteristics of the Internet Website, Internet Website Evoked Feelings, and Experiential Perception	       75
2	Interrelationships among Experiential Perception, Perceived Experiential Quality, and Perceived Customer Value		                               77
3	Comparisons of Research Constructs under Different Levels of Experiential Perception of Respondents		                                       79
4	Comparisons of Research Constructs under Different Levels of Perceived Customer Value of Respondents		                                       82
5	Structural Equation Model (SEM)	                                       85
5.1	The Full Model		                                               85
5.2	The Competing Model for Different Levels of Perceived Customer Value   89
6	Regression Analysis of for Factors Influencing Purchasing Intention    92

CHAPTER SIX	CONCLUSIONS AND SUGGESTIONS		                       96
1	Research Conclusions	 	                                       96
2	Research Suggestions		                                      100

APPENDIX	SURVEY QUESTIONNAIRE	                                      102

REFERENCES		                                                      111
                                    

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校內：2005-08-30公開
校外：2009-08-30公開

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