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系統識別號 U0002-0102200716565500
中文論文名稱 體驗行銷的動機對使用共同設計意願之實證研究
英文論文名稱 An Empirical Study of the Experience Marketing Motivations on the Willingness to Use Co-Design
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士在職專班
系所名稱(英) Department of International Trade
學年度 95
學期 1
出版年 96
研究生中文姓名 黃麗芳
研究生英文姓名 Li-Fang Huang
學號 793480202
學位類別 碩士
語文別 中文
口試日期 2007-01-03
論文頁數 98頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-吳景松
中文關鍵字 體驗行銷  共同設計 
英文關鍵字 experience marketing  co-design 
學科別分類 學科別社會科學商學
中文摘要 在體驗經濟時代裡,強調企業以有形的商品和無形的服務所創造出來的體驗是令消費者難忘的。而隨著網路科技的蓬勃發展,更加速了體驗行銷的推廣。現今企業透過網際網路所提供的共同設計(co-design)服務,讓消費者可實際參與共同創造商品的一種具體網路體驗,也正是體驗行銷的體現。

本研究試圖以共同設計的Sony Ericsson手機進行實證,探究Gurel and Gurel(1979)所提出個人對服裝興趣的兩項特質,即體驗時尚(Experience with Appearance, EA)與自我風格(Enhancement of Individuality, EI)是否為使用共同設計意願兩項動機,即有趣的體驗與獨特性商品之前置因素,以及此兩項動機是否會正面影響使用共同設計意願;並進一步針對不同服裝興趣之目標市場群,探討相關之行銷策略。本研究以淡江大學商學院日間部學生為研究對象,採用問卷調查方式蒐集資料,主要以結構方程式模式(Structural Equation Modeling, SEM)進行資料分析,研究分析結果與發現描述如下:

1. 個人對服裝興趣之體驗時尚特質,會正面影響使用共同設計意願之兩項動機,即有趣的體驗與獨特性商品。
2. 使用共同設計意願之兩項動機,有趣的體驗與獨特性商品,會正面影響使用共同設計意願,其中以有趣的體驗之影響力較高。
3. 重要的個人特質變數為「體驗時尚」,建議廠商未來將體驗時尚群之消費者視為共同設計之目標市場。
英文摘要 We are in an era of Experience Economy in which a company’s visible commodity combined with its invisible service can create an unforgettable experience for consumers. The advancement of internet technology has accelerated the popularization of Experience Marketing. Nowadays, enterprises can involve their customers in the product design process by providing the co-design service on the internet. The experience of actual participation in the co-design process per se is the materialization of Experience Marketing.

The purpose of this study was to explore, on the basis of the co-design pattern of Sony Ericsson Mobile Phone, the validity of the argument by Gurel and Gurel (1979) that the two individual traits toward fashion clothing—“Experimenting with Appearance (EA)” and “Enhancement of Individuality (EI)”—are the two motives involved in the willingness to use co-design; that is, whether they can be regarded as the two antecedent factors of “exciting experience” and “unique products.” Moreover, this study sought to develop marketing strategies geared towards targets with different clothing interests. Survey data were collected from students at the Tamkang University College of Business and were analyzed using structural equation modeling. The results of the study are summarized as follows:

1. EA, one of the individual traits for clothing interests, positively influenced the two motives of the willingness to use co-design (i.e., exciting experience and unique product).
2. The two motives of the willingness to use co-design, especially “exciting experience,” positively influenced the willingness to use co-design.
3. EA is an important individual characteristic which influences consumers’ willingness to use co-design; hence, corporations should target the EA group of consumers as the potential market for co-design in the future.
論文目次 目錄
目錄.............................................................................................................I
目錄(續)………………………………………………………………II
表目錄…………………………………………………………………..III
表目錄(續)……………………………………………………………..IV
圖目錄…………………………………………………………………...V
第一章 緒論...............................................................................................1
第一節 研究背景............................................................................................... 1
第二節 研究動機............................................................................................... 4
第三節 研究目的............................................................................................... 5
第四節 研究範圍與對象................................................................................... 6
第五節 研究流程............................................................................................... 6
第二章 文獻探討.......................................................................................8
第一節 手機產業的概況................................................................................... 8
第二節 體驗行銷相關文獻探討……………………………………………..13
第三節 共同設計相關文獻探討......................................................................16
第四節 服裝興趣的定義與構面......................................................................18
第五節 使用共同設計意願之動機與使用共同設計意願之關聯性..............25
第三章 研究方法.....................................................................................31
第一節 研究架構..............................................................................................31
第二節 研究假說……………………………………………………………..32
第三節 研究變數之定義與衡量……………………………………………..33
第四節 研究設計與抽樣方法………………………………………………..38
第五節 資料分析方法………………………………………………………..40
第四章 資料分析與結果.........................................................................46
第一節 敘述性統計分析..................................................................................46
第二節 問卷信度分析………………………………………………………..51
第三節 結構方程式模式分析………………………………………………..52
第四節 群別特徵描述與敘述性統計分析…………………………………..67
第五章 結果與建議.................................................................................78
第一節 研究結果……………………………………………………………..78
第二節 研究發現與實務建議………………………………………………..82
第三節 研究限制與未來研究建議…………………………………………..87

參考文獻………………………………………………………………...90
附錄一 研究問卷……………………………………………………….95

表目錄

表2-1 2006年Q2全球前五大手機廠商出貨量暨市佔率.......................................9
表2-2 體驗行銷定義之彙整....................................................................................15
表2-3 共同設計定義之彙整....................................................................................17
表2-4 服裝興趣定義之彙整....................................................................................20
表2-5 Gurel and Gurel服裝興趣構面之彙整.........................................................22
表2-6 體驗時尚定義之彙整....................................................................................23
表2-7 自我風格定義之彙整....................................................................................24
表2-8 體驗定義之彙整............................................................................................27
表3-1 變數之操作性定義、衡量問項與參考來源..................................................36
表3-1 變數之操作性定義、衡量問項與參考來源(續)..........................................37
表3-2 SEM整體模式配適度判斷指標...................................................................43
表4-1 受訪者個人基本資料分佈情形................................................................…47
表4-2 受訪者個人使用媒體頻率之分佈情形........................................................48
表4-3 受訪者使用媒體頻率比較彙整表................................................................49
表4-4 受訪者個人接觸特定媒體之分佈情形........................................................50
表4-5 研究變項之信度分析彙總............................................................................51
表4-6 本研究結構方程式模式之參數說明............................................................54
表4-6 本研究結構方程式模式之參數說明(續)....................................................55
表4-7 整體模式之配適度指標................................................................................55
表4-8 衡量模式之評估............................................................................................57
表4-9 研究假說驗證結果........................................................................................59
表4-10 高、低體驗時尚群之獨立樣本T檢定表.......................................................60
表4-11 高、低體驗時尚群整體模式配適度指標......................................................61
表4-12 高、低體驗時尚群之模式路徑結構係數..................................................... 62
表4-13 研究假說驗證結果彙整表............................................................................64
表4-14 路徑效果之說明............................................................................................65
表4-15 高體驗時尚群路徑效果之說明....................................................................66
表4-16 低體驗時尚群路徑效果之說明....................................................................67
表4-17 高、低體驗時尚群分佈表..............................................................................68表4-18 高、低體驗時尚群之個人基本資料彙整表..................................................69
表4-19 高、低體驗時尚群對每天平均上網時數之獨立樣本T檢定表..................70
表4-20 高、低體驗時尚群對每月可支配所得之獨立樣本T檢定表......................70

表目錄(續)
表4-21 高、低體驗時尚群使用媒體頻率資料彙整表.............................................72
表4-22 高、低體驗時尚群使用媒體頻率比較彙整表..............................................73
表4-23 高、低體驗時尚群對使用媒體頻率之獨立樣本T檢定表.........................74
表4-24 高、低體驗時尚群接觸特定報紙資料彙整表..............................................75
表4-25 高、低體驗時尚群接觸特定雜誌資料彙整表…..........................................76
表4-26 高、低體驗時尚群對購買手機頻率之卡方檢定表......................................77
表4-27 高、低體驗時尚群使用共同設計意願之獨立樣本T檢定表......................77

圖目錄
圖1-1 本研究之研究流程............................................................................................7
圖2-1 Fiore, Lee, and Kunz(2004)之研究架構........................................................30
圖3-1 本研究之研究架構..........................................................................................32
圖4-1 本研究整體模式之線性結構關係圖..............................................................53
圖4-2 結構模式路徑分析圖......................................................................................59
圖4-3 高體驗時尚群之結構模式路徑分析圖..........................................................63
圖4-4 低體驗時尚群之結構模式路徑分析圖..........................................................63
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