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    Title: 價值體驗與體驗價值影響購買意願之研究 : 以平板電腦消費者為例
    Other Titles: A study the impact of value experience and experience value to buying behavior- a case study of tablet computer consumers
    Authors: 李訓光;Lee, Hsun-Kuang
    Contributors: 淡江大學國際企業學系碩士班
    黃志文;Huang, Chih-Wen
    Keywords: 體驗行銷;體驗價值;價值體驗;購買意願;experiential marketing;Experiential Value;Value Experience;Purchase Intention
    Date: 2012
    Issue Date: 2013-04-13 10:56:38 (UTC+8)
    Abstract:   美籍社會學心理大師Rokeach有言「價值概念比其他概念更應該占有核心的位置」、「瞭解個體與文化在各個情境中做價值判斷的差異及其如何影響行為,是研究者的責任」。連經宇(2011)經研究住宅裝修行為後驗證出價值體驗的存在,因此,本研究認為欲探討顧客消費之行為意圖應自其心中價值出發。以Schmitt(1999)所提出之SEM出發,探討影響體驗價值的程度,並以Sweeney and Soutar (2001)所提出之價值為衡量構面,視其為價值體驗的來源,進而使價值體驗影響購買意願。
      本研究以平板電腦產業為研究對象,採便利抽樣法,針對曾經使用過平板電腦的消費者進行問卷發放,並對結果做資料分析,在220份的問卷中,有效203份,有效率92.27%。使用SPSS17.0對其結果加以分析後,發現有以下主要結果:
    一、不同構面的價值受到不同的體驗所影響:
      1.「感官體驗」、「情感體驗」對「情緒價值」有正向顯著影響。
      2.「情感體驗」對「社會價值」有正向顯著影響。
      3.「思考體驗」、「行動體驗」對「價格價值」有正向顯著影響。
      4.「感官體驗」、「思考體驗」對「績效價值」有正向顯著影響。
    二、「關聯體驗」在此對體驗價值全然無顯著影響。
    三、「體驗價值」對「價值體驗」具正向顯著影響。
    四、「價值體驗」對「購買意願」具正向顯著影響。
    American social psychologist Rokeach once said, ”Value concept should occupy the core place more than other concepts do.” and “It is the responsibility for researchers to realize the differences between individual and culture making value judgments and how they influence the behaviors in each condition.” Ching-Yu Lien(2011)verified the existence of value experience after studying the residential decoration behavior. Therefore, this research may start from the mental value to discuss the behavioral intentions of customer consumption. Hence, beginning from the Strategic Experiential Modules by Schmitt (1999), I investigated the degrees it affected experiential value. In addition, by taking the concept from Sweeney and Soutar (2001) as questionnaire measurement in this study, we certificating Dimensions of value may be the source of value experience and even further affect the purchase intention.
      Tablet PC industry is the main object in this research. By using Convenience sampling, I sent out questionnaires to consumers having used tablets and did data analysis to the consequence. In 220 copies of the questionnaire, there were 203 valid questionnaires and the efficiency questionnaire was 92.27%. After using SPSS17.0 to analyze the data, we could conclude the following main results.
    1. The value of the different dimensions was affected by different experiences:
    a. “Sensory experience” and “Emotional experience” have positive significant effect on “Emotional value”.
    b. “Emotional experience” has positive significant effect on “Social value”.
    c. “Thinking Experience” and “Mobile experience” have positive significant effect on “Price value”.
    d. “Sensory experience” and “Thinking Experience” have positive significant effect on “Performance value”.
    2. “Relation experience” has no effect on “Experiential value”.
    3. “Experiential value” positively significant affects “Value experience”.
    4. “Value experience” positively significant affects “Purchase intention”.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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