碩士 / 輔仁大學 / 管理學研究所 / 93 / In recent years, issues of consumption experience, hedonic consumption, experience economy, and experiential marketing are placed importance on consumer behavior. When goods are no longer attracted and the added value of service is the same to consumers, what is the right way to create profits for companies? This paper expects to figure out the inevitable factors which can effect the experiential quality in experiential process by integrating literature and defining the supposed factors of theatre experience and assumes the factors of theatre experience forms the experiential quality which influences experience satisfactory and loyal behavior. In recent years, the perspective of relationship marketing is embedded in service industry. Therefore, based on the view that experience economy was extended from service economy, this paper combines consumption experience and theatre theory to exploit the effects of theatre experiential factors on experiential quality, experiential satisfaction, and loyal intention.
Subjects of this research are those who enjoy theme park of Hualian
Oceanpark in Taiwan. By stratified sampling, there’re 424 questionnaires sent totally, in which 422 questionnaires were recycled and 408 copies were verified. This study adopted descriptive analysis, correlation analysis, reliability and validity analysis, multiple regression, and LISREL as the statistic tools.
The results of study are as the following:
1.The factors of theatre experience is positively related to experiential quality, which means though the attraction of script, the charm of circumstance and the completeness of activities are positively related to immersion, surprise and fun, the consistency of image has insignificant effect on immersion and surpeise, which means the consistency of image, the attraction of script and the completeness of activities are positively related to participation, the charm of circumstance has insignificant effect on participation.
2.Experiential quality（surprise, immersion, participation and fun）is positively related to experiential satisfaction.
3.Experiential satisfaction is positively related to loyal intention.
By literature integration, this study refers that the factors of theatre experience composed of the consistency of image, the attraction of script, the charm of circumstance and the completeness of activities and verifies all of them are exactly the inevitable factors in consumption experience. And also refers experience quality composed of immersion, participation, surprising and fun and verifies they are exactly the inevitable factors in consumption experience.
Discussion of factors of theatre experience could be focused in future research to find a more complete theatre experience framework. According to the results, we suggest that company should adopt the factors of theatre
experience to increase the consumer experiential qualities, experiential satisfaction, and loyal intention.
| Identifer | oai:union.ndltd.org:TW/093FJU00457027 |
| Date | January 2005 |
| Creators | Wu, Cheng-Shien, 吳政憲 |
| Contributors | Kao, Yie-Fang, 高義芳 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 151 |
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