藝文活動涵蓋視覺藝術、音樂及戲劇等，具備認知、情感、心靈及教育功能，能提升生活愉悅感與文化認同感。疫情後，2022 年音樂及表演藝術產業營業額達新臺幣 295.27 億元，創近六年新高。戲劇院作為表演藝術場館，提升消費者滿意度和品牌影響力對其發展至關重要。本研究以戲劇院的觀眾為研究對象，探討戲劇院服務品質、資訊品質及品牌影響力對消費者滿意度的影響，以及服務品質與資訊品質是否會透過品牌影響力對消費者滿意度產生影響。本研究共回收有效問卷 270 份，研究結果發現服務品質、品牌影響力對消費者滿意度有正向顯著影響，且服務品質、資訊品質皆會透過品牌影響力正向影響消費者滿意度，而不同人口變項在各個構面中具有顯著差異。最後，本研究針對研究結果分別就文化部、戲劇院及民眾給予建議以提升戲劇院的滿意度。

Cultural activities encompass visual arts, music, and theater, serving cognitive, emotional, spiritual, and educational functions that enhance life satisfaction and cultural identity. Following the pandemic, the music and performing arts industry in Taiwan achieved a revenue of NT$29.527 billion in 2022, reaching a six-year high. As a performing arts venue, the National Theater (NT) must enhance consumer satisfaction and brand influence for its development. This study targets NT's audience to explore the impact of service quality, information quality, and brand influence on consumer satisfaction, as well as whether service quality and information quality affect consumer satisfaction through brand influence. A total of 270 valid questionnaires were collected for this study. The results show that both service quality and brand influence positively and significantly impact consumer satisfaction. Additionally, both service quality and information quality positively influence consumer satisfaction through brand influence. Significant differences were observed across different demographic variables in various dimensions. Finally, based on the research findings, this study provides recommendations to the Ministry of Culture, NT, and the public to enhance NT's consumer satisfaction.

目錄                             
誌謝	I
中文摘要	II
英文摘要	II
目錄	III
表目錄	V
圖目錄	VII
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究問題與目的	10
第三節 研究流程	10
第二章 文獻探討	13
第一節 資訊系統成功模型	13
第二節 服務品質	15
第三節 資訊品質	20
第四節 品牌影響力	23
第五節 消費者滿意度	27
第六節 服務品質、資訊品質、品牌影響力與消費者滿意	31
度之關係	31
第三章 研究方法	37
第一節 研究架構	37
第二節 研究假設	38
第三節 研究變量的說明	38
第四節 研究對象與問卷發放	43
第五節 資料分析方法	44
第四章 資料分析結果	47
第一節 基本資料	47
第二節 現況分析	49
第三節 信度分析	52
第四節 相關分析	53
第五節 結構方程模型分析	54
第五章 結論與建議	76
第一節 結論	76
第二節 建議	81
參考文獻	85
中文文獻	85
英文文獻	86
附錄一　正式問卷	100

表目錄 
表2-1品牌影響力的相關研究彙整	26
表2-2消費者滿意度在表演藝術的相關研究	30
表3-1 服務品質問卷題項	40
表3-2資訊品質問卷題項	41
表3-3 品牌影響力問卷題項	42
表3-4滿意度問卷題項	43
表4-1次數分配表 (N=270)	48
表4-2描述統計分析表	50
表4-3信度分析表	52
表4-4相關分析表	53
表4-5有形性測量模式表	54
表4-6同理心測量模式表	55
表4-7反應性測量模式表	56
表4-8可靠性測量模式表	57
表4-9保證性測量模式表	58
表4-10服務品質測量模式表	60
表4-11資訊品質測量模式表	62
表4-12品牌影響力測量模式表	63
表4-13滿意度測量模式表	65
表4-14收斂效度分析表	66
表4-15區別效度分析表	69
表4-16適配度分析表	70
表4-17路徑分析表	72
表4-18中介分析表	74
表5-1研究假設驗證結果彙整表	77

圖目錄            
圖1-1 研究流程圖	12
圖 2-1資訊系統成功模式	14
圖2-2 修正後資訊系統成功模型	15
圖2-3 服務品質缺口模型	19
圖3-1研究架構圖	37
圖4-1有形性量模式圖	55
圖4-2同理心測量模式圖	56
圖4-3反應性測量模式圖	57
圖4-4可靠性測量模式圖	58
圖4-5保證性測量模式圖	59
圖4-6服務品質測量模式圖	61
圖4-7資訊品質測量模式圖	62
圖4-8品牌影響力測量模式圖	64
圖4-9 滿意度測量模式圖	65
圖4-10  SEM模型圖	73

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