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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32164

    Title: 節慶活動識別內涵特性對消費者知覺與認同之影響
    Other Titles: The effects of special event identity content characteristics on consumers' perception and identification
    Authors: 游淑媛;Yu, Shu-yuan
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    曾義明;Tseng, Yi-ming
    Keywords: 節慶活動;識別;地方行銷;Special Event;Identity;Marketing Places
    Date: 2006
    Issue Date: 2010-01-11 01:47:02 (UTC+8)
    Abstract: 近年來,藉由節慶活動的舉行來行銷地方,已成為新的風潮。一個好的節慶活動除了本身內容與品質外,還必須能夠引起消費者的共鳴、熱愛以及長期的參與和支持,而其中消費者對節慶活動的認知識別,是重要的關鍵。一旦當消費者識別認同後,即會建立了堅強的關係。因此,本研究的目的即在探討節慶活動的識別內涵,以及在這些識別內涵下的哪些特性,會對消費者知覺與認同有所影響。



    It’s a new trend to promote places by special events recently. A good special event not only need content and quality, but also should cause consumers’ love and long-term participation and support. It’s an important key that consumers identify special events. Once after consumers have identification with special events, namely will establish strong relation. So, purposes of this study are exploring the identity content of special events, and which characteristics influencing consumers’ perception and identification.

    This study selects three special events including 2005 Yilan International Children’s Folklore & Folkgame Festival, Hualien International Stone Sculpture Festival and Festival of Austronesian & Formosa Cultures in Taitung. The business and management graduate students in Tamkang University are subjects of interest. The study total collects 313 valid questionnaires. Regression analysis is adopted to verify the hypotheses.

    The results of the study show that distinctiveness of special event identity content , prestige of special event identity content and similarity between special event identity content and self-concept significantly positively influence places positive image and recommendation. It also means that when special events satisfy consumers’ self-definitional needs, consumers will have well places image and recommend this event for others. Besides, consumers’ participation is mainly affected by similarity between special event identity content and self-concept. Finally, the moderate effect of the perceived trustworthiness of special event is not significant.

    A good identity will contribute to build long- term relationships with consumers. So, special event sponsors should pay attention to whether every key element of identity content can cooperate with each other, let consumers effectively perceive and identify, promote places and achieve sustainability development of places industry.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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