Publication: CULTURAL CONSUMPTION BEHAVIOR FROM THE EXPERTIAL MARKETING VIEW: BLOCKBUSTER IN TAIWAN
| dc.contributor | 黃恆獎 | en |
| dc.contributor.author | Li, Yi-Wen | en |
| dc.creator | Li, Yi-Wen | en |
| dc.date | 2005 | en |
| dc.date.accessioned | 2007-11-28T05:27:17Z | |
| dc.date.accessioned | 2018-06-29T12:24:12Z | |
| dc.date.available | 2007-11-28T05:27:17Z | |
| dc.date.available | 2018-06-29T12:24:12Z | |
| dc.date.issued | 2005 | |
| dc.description.abstract | In Taiwan, consumer behavior is a very popular research field. Nonetheless, research to extend the issue to cultural consumption is rare, not to mention any practical thesis using LISREL as a tool. As a result, the lack of domestic practical research in cultural consumption field leads to my motivation to do the related research. In museum research filed, there has been an increasing discussion about exhibition marketing in the past years. Actually, western museums use exhibition marketing as an important marketing means for decades, whereas Taiwanese museums use it for only few years. With the popularity of exhibition marketing, museums should try to make some differentiation among them in order to gain visitors and financial supports in such a dynamic and competitive environment, meanwhile serving the public as an educational organization. The concept of “Experiential Marketing” commonly applied and discussed in these few years may be a suitable tool for museums to differentiate. The thesis is laid on constructing a correlated model combining a simple three-phase model of consumer decision by Schiffman and Kanuk (2000), five strategic experiential modules (SEMs) by Schmitt (1999), and other related literature, using LISREL statistical method to be the analysis tool. The conclusions are as follows: 1. There is a positive relationship between the promotion incentives used by the museum and cooperative media and consumer’s real visiting experience. 2. There is a positive relationship between consumer’s past visiting experience and consumer’s real visiting experience. 3. There is a negative relationship between the opinions of focus groups and consumer’s real visiting experience. 4. There is a positive and significant relationship between the consumer’s motivation of knowledge, leisure and nostalgia and consumer’s real visiting experience. 5. If there is any interactive opportunity in the process of cultural consumption, it will impress the visitors. 6. Consumer’s positive visiting experience will lead to positive word of mouth effect, referral behavior, and loyalty for similar exhibitions; besides, loyalty will strengthen consumer’s word of mouth and referral behaviors. | en |
| dc.description.tableofcontents | 目錄 中文摘要 I 英文摘要 II 誌謝辭 III 目錄 IV 表次 VI 圖次 VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 5 第一節 體驗行銷概述 5 第二節 博物館特展行銷概述 20 第三節 消費者決策過程 27 第四節 懷舊傾向 32 第五節 其它相關文獻 35 第三章 研究方法 39 第一節 研究架構 39 第二節 研究假設 41 第三節 變數定義與衡量 45 第四節 研究設計 55 第五節 研究方法 56 第四章 資料分析與結果 63 第一節 基本資料分析 63 第二節 信度與效度分析 68 第三節 結構關係路徑與假設分析 78 第五章 結論與建議 85 第一節 研究結論 85 第二節 研究建議與管理意涵 88 第三節 研究限制 91 第四節 後續研究建議 92 參考文獻 93 問卷 101 | zh_TW |
| dc.format.extent | 685998 bytes | |
| dc.format.mimetype | application/pdf | |
| dc.identifier | zh-TW | en |
| dc.identifier.uri | http://ntur.lib.ntu.edu.tw//handle/246246/60378 | |
| dc.identifier.uri.fulltext | http://ntur.lib.ntu.edu.tw/bitstream/246246/60378/1/ntu-94-R91724025-1.pdf | |
| dc.language | zh-TW | en |
| dc.language.iso | en_US | |
| dc.relation.reference | 中文部分 王育英、梁曉鶯譯（2000），體驗行銷，經典傳訊文化股份有限公司。 王啟祥（2002）， 「從休閒觀點析論博物館觀眾開發的困境與對策」，博物館學季刊，十月，pp. 121-131。 王雅玲（2002）， 「從超級特展探討博物館與傳播媒體之互動以『黃金印象─奧塞美術館名作』與『兵馬俑．秦文化』特展為例」，南華大學美學與藝術管理研究所碩士論文。 江雨潔（2001），「善因行銷對品牌權益及非營利組織形象影響之研究」，國立台灣大學國際企業學研究所碩士論文。 朱佩忻（2003），「從消費者觀點分析企業運動贊助效果」，國立台灣大學國際企業學研究所碩士論文。 呂秀玉（1999）， 「博物館行銷與學校團體－以『張大千、畢卡索東西藝術聯展』參觀為例」，博物館學季刊，四月，pp. 57-62。 吳明隆（2003），SPSS統計應用學習實務，知城數位科技有限公司。 林慧嫻（2003）， 「臺灣博物館與媒體合作的新介面－以國立故宮博物館特展的舉辦為例」，博物館學季刊，一月，pp. 71-85。 林建煌（2002），消費者行為，智勝文化事業有限公司。 林叔娥（2003），「顧客滿意度與忠誠度之關聯性研究－以某驗證公司為例」，中原大學工業工程學系研究所碩士論文。 林美齡譯（1988）， 「『特超級展覽』的時代來臨了」，博物館學季刊，七月，pp.69-72。（原作者為Joseph Veach Noble）。 林偉修（2003）， 「產品品質、服務品質與顧客購後行為關係之研究：以辦公室家具個案公司為例」，國立台灣大學國際企業學研究所碩士論文。 邱皓政（2003），結構方程模式，雙葉書廊有限公司。 邱媞（2003）， 「體驗行銷模式與其遊客行為之實證研究」，中國文化大學觀光事業研究所碩士論文。 周家瑜（2003）， 「網站體驗對使用者信任、情感與行為意圖影響之研究」，國立高雄第一科技大學行銷與流通管理系碩士論文。 范文嘉（2003），「顧客參與、情緒體驗與顧客滿意度關係之探討：以星巴克為例」，中國文化大學觀光事業研究所碩士論文。 莊克仁（2000）， 「我國博物館與媒體關係之研究」，國立台灣師範大學社會教育研究所博士論文。 張崇山（2003）， 「博物館特展的根本問題與策略規劃」，博物館學季刊，一月，pp. 7-13。 張瑜倩（2003）， 「以博物館行銷觀點探討博物館形象建立」，國立政治大學圖書資訊學研究所碩士論文。 張譽騰編譯（1994），全球中博物館的未來，稻鄉出版社。 張譽騰譯（1996），藝術博物館和觀眾之互動，博物館學季刊，十月，pp. 17-22。 陳育慧（2002），「體驗行銷之探索性研究-統一星巴克個案研究」，中國文化大學觀光事業研究所碩士論文。 陳欽育（1999）， 「大型借展文物之展覽行銷－以故宮博物院『畢卡索的世界』為例」，博物館學季刊，四月, pp. 51-56。 陳輝樺（1998）， 「展示教育人員如何影響觀眾參觀」，博物館學季刊，七月， pp.65-71。 陳媛（2000）， 「博物館的展覽呈現－以『三星堆傳奇特展』與荷蘭自然史博物館展覽團隊為例」，博物館學季刊，四月，pp.47-55。 許功明、劉幸真（1998）， 「博物館參觀經驗之比較－以省美館與科博館為例」，博物館學季刊，七月，pp. 3-34。 許功明（1998）， 「博物館的展演及其理念」，博物館學季刊，十月，pp. 3-10。 黃光男（1999）， 「新世紀台灣博物館的發展與需要」， 博物館學季刊，四月， pp. 3-11。 曾光華、陳貞吟（2002），體驗行銷的特性與應用，第一屆服務業行銷暨管理學術研討會論文集。 曾信傑（1998）， 「從非營利角度泛談博物館倫理的幾個面向」，博物館學季刊，四月，pp. 43-47。 曾信傑（1998）， 「博物館、報章媒體與觀眾的互動」，博物館學季刊，七月， pp. 59-65。 曾信傑（1999）， 「博物館行銷時代的來臨」，博物館學季刊，七月，pp. 3-9。 曾信傑（2001）， 「特展－博物館行銷的利器？」， 博物館學季刊，七月，pp.39-49。 馮久玲（2003），文化是好生意，城邦文化事業股份有限公司。 甄朔南（2000），「什麼是家庭觀眾」，現代博物館學基礎知識問答，中國自然科學博物館協會，pp. 112~114。 楊淑玲（2001），「當前博物館的發展趨勢及其市場定位」，科技博物，pp. 62~75。 蔡怡君（1996）， 「從藝術政策談美術館與觀眾之間的互動關係」，博物館學季刊，十月，pp.3-15。 漢寶德（2000），展示規劃－理論與實務，田園城市文化公司。 劉和義譯（1988）， 「預測觀眾的行為」，博物館學季刊，十月，pp. 11-15。（原作者：John H. Falk, John J. Koran, Jr., Lynn D. Dierking, and Lewis Dreblow） 劉怡芳（2001），「藝文活動行銷傳播策略之研究--以報社贊助大型展覽為例」，國立臺灣師範大學大眾傳播研究所碩士論文。 劉裕春（2003），「體驗行銷與關係結合方式對網路忠誠度之影響」，義守大學管理科學研究所碩士論文。 潘建銘（2004），「商店街之體驗行銷研究-台中市繼光街個案分析」，國立中興大學行銷學系碩士論文。 顧萱萱、郭建志譯（2001），消費者行為，學富文化事業有限公司。 英文部分 Abbott, Lawrence (1955), Quality and Competition. New York: Columbia University Press. Addis, Michela, and Morris B. Holbrook （2001）, “On the Conceptual Link between Mass Customization and Experiential Consumption: An Explosion of Subjectivity,” Journal of Consumer Behavior, 1(1), pp. 50-66. Alderson, Wroe. (1957), Marketing behavior and executive action. Homewood, IL: Irwin. Belcher, Michael (1991), Exhibitions in Museums, Washington, D.C.: Smithsonian Institution. Bettman, James R. (1979), An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley. Bhote, Keki R. (1996), Beyond Customer Satisfaction to Customer Loyalty, AMA Membership Publications Division. Bowen, John T. and Stowe Shoemaker (1998), “Loyalty: A strategic commitment,” Cornell Hotel and Restaurant Administration Quarterly, 39(1), pp. 12-25. Brown, Jacqueline Johnson, and Peter H. Reingen (1987), “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, 14(3), pp.350-362. Bryant, J. (1988), The Principles of Marketing: A Guide for Museums. Association of Independent Museums Guideline. Burke, Sandra J. (1990), “The effects of Missing Information on Decision Strategy Selection,” in Advances in Consumer Research, Vol. 17, ed. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Association for Consumer Research, pp. 250-256. Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2, December, pp. 206-215. Davis, A. and R. Prentice (1995), “Conceptualizing the latent visitor to heritage attractions,” Tourism Management, 16(7), pp. 491-500. Davis, Fred (1979), Yearning for Yesterday: A Sociology of Nostalgia, New York: Free Press. Dean, David (1994), Museum Exhibition: Theory and Practice, London: Routledge. Dick, Alan S, Kunal, Basu (1994), “Customer loyalty: Toward an integrated conceptual framework,” Academy of Marketing Science Journal, 22(2), pp. 99~113. Dierking. L. D. (1992). Contemporary Theories of Learning. The Audience in Exhibition Development: Course Proceeding. Washington D. C. AAM. pp. 29-34. DiMaggio, P.J. (1985), “When the Profit Is Quality: Cultural Institutions in the Marketplace.,” Museum News, Vol. 63, pp. 28-35. Falk, J. H., and Dierking, L. D. (1992), The Museum Experience. Washington, DC: Whalesback Books. Falk, J. H., and Dierking, L. D. (1995), Recalling the Museum Experience. Journal of Museum Education, 20(2), Spring/Summer, pp. 10-13. Falk J. H. (1993), Leisure Decisions Influencing African American Use of Museum, D.C.: American Association of Museums. Falk J. H. (1998), “Visitors: Who Does, Who Doesn’t and Why.” Museum News, 77(2), pp. 38-43. File, Karen Maru, Dianne S. P. Cermak and Russ Alan, Prince (1994), “Word-of-Mouth Effects in Professional Services Buyer Behavior,” The Service Industries Journal, 14(3), pp. 301-314. Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56(1), pp. 6-21. Friedman, Margaret L. and Gilbert A. Churchill, Jr. (1987), “Using Consumer Perceptions and Contingency Approach to Improve Health Care Delivery,” Journal of Consumer Research, 13, March, pp. 503. Gardian, Sarah Fisher and David W. Schumann (1990), “In Search of the Elusive Consumer Inference,” in Advances in Consumer Research, Vol. 17, ed. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Association for Consumer Research, pp. 283-287. Goulding, Christina (1999), “Heritage, nostalgia, and the ‘grey’ consumer,” Journal of Marketing Practice, 5(6/7/8), pp.177. Goulding, Christina (2001), “Romancing the past: Heritage visiting and the nostalgic consumer,” Psychology & Marketing, 18(6), p.565. Graf, B. (1994), Visitor Studies in Germany: Methods and Examples. In R. Miles and L. Zavala (eds), Towards the Museum of the Future. London: Routledge, pp. 75-80. Harrison, J. (1997), “Museum and Touristic Expectations,” Annals of Tourism Research, 24(1), pp. 23-40. Harrison, Paul, and Robin Shaw (2004), “Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors,” International Journal of Arts Management, 6(2), pp. 23-32. Hirschman, A. O. (1970), “Exit, Voice and Loyalty: Response to a Decline in Firms, Organizations and States,” Cambridge, MA: Harvard University Press. Hoch, Stephen J. (2002), “Product Experience Is Seductive,” Journal of Consumer Research, 29(3), pp. 448-454. Holbrook, Morris B., and Elizabeth C. Hirschman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9(2), pp. 132-140. Holbrook, Morris B., and Robert M. Schindler (1989), “Some Exploratory Findings on the Development of Musical Tastes,” Journal of Consumer research, 16, June, pp. 119-124. Holbrook, Morris B. (1989), “Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes’, Journal of Consumer Research, 20(2), pp. 245-256. Holbrook, Morris B., and Robert M. Schindler (1991), “Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia,” Advances in Consumer Research, 18, pp. 330-333. Holbrook, Morris B. (1993), “Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes,” Journal of Consumer Research, Vol. 20, pp. 245-256. Holbrook, Morris B., and Robert M. Schindler (1994), “Age, Sex, and Attitude toward The Past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products,” Journal of Marketing Research, 31(3), pp. 412-422. Holbrook, Morris B. (1994), “Nostalgia Proneness and Consumer Tastes,” in J.A. Howard, Buyer Behavior in Marketing Strategy, 2nd ed., Englewood Cliffs, NJ: Prentice-Hall, pp. 348-364. Holbrook, Morris B., and Robert M. Schindler (1996), “Market Segmentation Based on Age and Attitude toward the Past: Concepts, Methods, and Findings concerning Nostalgic Influences on Customer Tastes,” Journal of Business Research, 37, pp. 27-39. Holbrook, Morris B. (2000), “The Millennial Consumer in the Texts of Our Times: Experience and Entertainment,” Journal of Macromarketing, 20(2), pp.178-192. Hooper-Greenhill, E. (1994), Who Goes to Museums? In E. Hooper-Greenhill (ed.), Museum and Their Visitors. London: Routledge, pp. 54-68. Jansen-Verbeke, M. and van Redom, J. (1996), “Scanning Museum Visitors-Urban tourism marketing,” Annals of Tourism Research, 23(2), pp. 364-375. Jones, T. O. and Sasser, W. E. Jr. (1995), “Why Satisfied Customer Defect,” Harvard Business Review, 73(6), pp. 88-99. Joy, Annamma and John F. Sherry, Jr. (2003), “Speaking of Art as Embodied Imagination: A Multisensory Approach to Understanding Aesthetic Experience,” Journal of Consumer Research, 30(2), pp. 259-282. Kolter, N. & Kotler, P. (1998), Museum Strategy and Marketing: Designing Mission, Building Audiences, Generating Revenue and Resources. San Francisco: Jossey-Bass Publishers. Mook, Douglas G. (1987), Motivation: The Organization of Action, New York: W. W. Norton. Norris, Ruby Turner (1941), The Theory of Consumer’s Demand. New Haven, CT: Yale University Press. Petkus Jr, Ed (2004), “Enhancing the application of experiential marketing in the arts,” International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), pp. 49-56. Petrick, James F. (2002), “Experience use history as a segmentation tool to examine golf travelers’ satisfaction, perceived value and repurchase intentions,” Journal of Vacation Marketing, 8(4), pp. 332-342. Phillips, Diane M., Jerry C. Olson, and Hans Baumgartner (1995), “Consumption Visions in Consumer Decision Making,” in Advances in Consumer Research, Vol. 22, Frank R. Kardes and Mita Sujan, ed., Provo, UT: Association for Consumer Research, pp. 280. Pine II, B. Joseph and James H. Gilmore (1998), “Welcome To The Experience Economy,” Harvard Business Review, July/August, pp. 97-105. Pine II, B. Joseph and James H. Gilmore (1999), The Experience Economy, Harvard Business Press, Boston. Pine II, B. Joseph, and James H. Gilmore (2002), “Customer experience places: the new offering frontier,” Strategy & Leadership, 30(4), pp. 4-11. Prentice, R. Davies, A. and Beeho, A. (1997), “Seeking Generic Motivations for Visiting and not Visiting Museums and Like Cultural Attractions,” Museum Management and Curatorship, 16(1), pp. 45-70. Prus, Amanda and D. Randall, Brandt (1995), “Understanding your customers,” American Demographics, July, pp. 10-13. Schiffman, Leon G. and Leslie Lazar Kanuk (2000), Consumer Behavior, Seventh Edition, Upper Saddle River, New Jersey: Prentice-Hall, Inc. Schindler, Robert M. and Morris B. Holbrook (2003), “Nostalgia for Early Experience as a Determinant of Consumer Preferences,” Psychology & Marketing, 20(4), pp. 275-302. Schmitt, B. H. and Simonson, A. (1997), Marketing Aesthetics. The Strategic Management of Brand, Identity and Image, The Free Press, New York. Schmitt, B. H. (1999), “Experiential Marketing,” Journal of Marketing Management, 15, pp. 53-67. Schmitt, B. H. (1999), “Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company Brands,” The Free Press, New York. Schuman, Howard and Jacqueline Scott (1989), “Generations and Collective Memories,” American Sociological Review, 54, June, pp. 359-381. Selnes, F. (1993), “An Examination of The Effect of Product Performance on Brand Reputation Satisfaction and Loyalty,” Journal European of Marketing, 27, pp. 19-35. Silverman, L. H. (1995), Visitor Meaning-making in Museums for a New Age. Curator, 38(3), pp. 161-170. Singh, J. (1990), “Voice, Exit and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories,” Journal of the Academy of Marketing Science, 18(1), pp. 1-15. Singh, Jagdip and Shefali Pandya (1991), “Exploring the Effects of Consumers' Dissatisfaction Level on Complaint Behaviours,” European Journal of Marketing, 25(9), pp. 7-21. Solomon, Michael R., Consumer Behavior: Buying, having, and being, fifth Edition, Upper Saddle River, New Jersey: Prentice-Hall, Inc. Stipp, Horst (1990), “Musical Demographics: The Strong Impact of Age on Music Preferences Affects All Kinds of Business,” American Demographics, 12, Aug, pp. 48-49. Stum, D.L. and Alain Thirv (1991), “Building Customer Loyalty,” Training and Development Journal, Vol. 45, pp. 34-46. Swan, J. E. and R. L. Oliver (1989), “Postpurchase Communications by Consumers,” Journal of Retailing, 65(2), pp. 516-533. Thyne, Maree (2001), “The Importance of Values Research for Nonprofit Organizations: The Motivation-based Values of Museum Visitors’, International Journal of Nonprofit and Voluntary Sector Marketing, 6(2), pp.116-130. Todd, Sarah and Rob Lawson (2001), “Lifestyle Segmentation and Museum/Gallery Visiting Behavior,” International Journal of Nonprofit and Voluntary Sector Marketing, 6(3), pp. 269-277. Virden, R. J. (1992), “Integrating Past Experience into Leisure Marketing Strategies,” Leisure Information Quarterly, 16(1), pp. 6-8. Wilkie, William L. (1994), Consumer Behavior, Third Edition, New York: John Wiley and Sons, Inc. Williams, D. R., R. Schreyer and R. C. Knopf. (1990), “The Effect of The Experience Use History on The Multidimensional Structure of Motivations to Participate in Leisure Activities,” Journal of Leisure Research, 23(1), pp. 36-54. Wolf, Michael J. (1999), The Entertainment Economy: How Mega-media Forces Are Transforming Our Lives. New York: Random House. Young, R. (1981), “The Advertising of Consumer Services and Hierarchy of Effect,” Marketing of Services, J. Donnelly and W. George, eds. Chicago: American Marketing Association, pp.152-168. | zh_TW |
| dc.subject | 體驗行銷 | en |
| dc.subject | 特展行銷 | en |
| dc.subject | LISREL | en |
| dc.subject | 博物館 | en |
| dc.subject | Experiential marketing | en |
| dc.subject | blockbuster | en |
| dc.subject | museum | en |
| dc.subject.classification | [SDGs]SDG12 | |
| dc.title | CULTURAL CONSUMPTION BEHAVIOR FROM THE EXPERTIAL MARKETING VIEW: BLOCKBUSTER IN TAIWAN | en |
| dc.type | thesis | en |
| dspace.entity.type | Publication |
Files
Original bundle
1 - 1 of 1