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題名：體驗價值與生活型態對滿意度影響之消費模型分析 - 以線上遊戲產業為例
作者：謝桂芬
作者(外文)：Kwei-fen Shieh
校院名稱：國立中央大學
系所名稱：企業管理研究所
指導教授：鄭明松
學位類別：博士
出版日期：2009
主題關鍵詞：體驗價值；生活型態；顧客滿意度；確認型因素分析；線性結構關係模式；linear structure relation model (LISREL)；experiential value；lifestyle；satisfaction；confirmatory factor analysis
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消費者之體驗價值對使用滿意度之影響，依據Holbrook(1994) 的觀點，一般可分為四個層面，即美學觀、趣味觀、服務觀及報酬觀。此外，許多學者的研究亦指出，消費者本身的生活型態對消費行為有顯著影響。有鑑於線上遊戲為目前青年人追求的風尚，本研究以北部地區青年學生及社會人士為對象，經由過去文獻探討來確認體驗價值、生活型態及滿意度的概念要素。並據以為問卷設計的基礎，經由以測驗再測信度的預試驗證程序，取得211份有效樣本。經確認型因素分析及最大變異數轉軸,驗證其構念效度(use of confirmatory factor analysis with orthogonal rotation for validity examination) 。資料的分析則先以Cronbach’s α 驗證內部一致性信度(Cronbach’s alpha for inventory reliability)，並以LISREL 模式驗證模型的配適度(goodness of fit)，GFI估計值為0.9478，顯示模型配適良好。研究結果發現，在10個體驗價值構面中有2個構面顯著；在6個生活型態構面中有2個構面顯著，研究結果顯示，本研究模式部份變數間之因果假設獲得成立。本研究結論在學術理論、研究方法及實務應用上的涵義為：1. 對於台灣線上遊戲消費者由其體驗價值轉換至滿意度之消費者行為模型之實證研究性的驗證，可幫助進一步探討特殊消費行為的消費者特性。2.經由LISREL 模式分析，有助於深入瞭解消費行為的成因及結果機制。3.環境的迅速變遷，消費者行為已無法單從過去的理論來解釋。 4.本研究結果在實務上有助於市場行銷研究、虛擬產品創新等之參考。
According to Holbrook’s (1994) perspective, the effect of the consumers’ experiential value on their satisfaction can be divided into four aspects: Aesthetic appeal, Playfulness, Service excellence and Consumer return on investment. In addition, the research from many scholars has pointed out that the consumers’ lifestyles have a prominent effect on their consuming behavior. Since online gaming has become a fashionable pursuit among young consumers, this research targets young students and social public in the northern district and investigates the effects of conceptual elements such as experiential value, life styles, and satisfaction upon the gamers’ behavior. Based upon the design of questionnaires, followed by pretest, test, and retest, the research study obtained 211 valid questionnaires from which the study was conducted. The research uses confirmatory factor analysis with orthogonal rotation for validity examination. As to the analysis of information, the research employs Cronbach’s alpha for reliability and uses LISREL model to examine the goodness of fit. GFI estimated value is 0.9478 which means the fit of the model is adequate. According to the research finding, among ten dimensions of experiential values, there are two dimensions considered to be significant. Among six dimensions of lifestyle, there are two significant dimensions. The research finding also reveals that the hypothesis of causation among some of the variables of the model is supported. The significance of the conclusion of this research with respect to academic theory, research method and empirical application is as follows: 1. The research verifies evidence of consumers’ behavior model with regard to the process by which Taiwan online game consumers transform their experiential value to satisfaction. This allows one to further explore the consumers’ characteristics of unique consuming behavior. 2. Via the analysis of the LISREL model, the research assists one with a greater understanding of the causation mechanism of consumer behavior. 3. Due to rapid transition of the environment, one can no longer elaborate consuming behavior according to the previous theories. 4. The finding of this research is beneficial for the marketing research and can function as guidance for a virtually unlimited source of further research projects.
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