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研究生： 陳冠宇
Kuan-yu Chen
論文名稱： 電影觀賞前的涉入程度在消費情緒對顧客滿意度與口碑傳播影響的干擾效果
The moderating Effect of Consumption Emotions on Consumer Satisfaction and Word-of-Mouth Communications
指導教授： 張東生
Dong-shang Chang
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
畢業學年度： 96
語文別： 中文
論文頁數： 67
中文關鍵詞： 消費情緒 、顧客滿意度 、口碑傳播 、涉入程度
外文關鍵詞： consumption emotion, consumer satisfaction, word-of-mouth communication, involvement
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    • 現代人越來越重視消費娛樂與休閒生活，而從前到現在，看電影一直都是休閒娛樂中相當重要的選擇之一，所以本研究是以Mehrabian and Russell(1974)提出的情緒構面為基礎，探討消費情緒對於購後行為是否會有影響，並且加入涉入程度為干擾變數，探討消費者在觀賞電影前對電影劇情卡司…等等的涉入程度，對於顧客滿意度及口碑傳播意向的影響。
    本研究透過便利抽樣的方式，所選定的研究對象以網際網路上關於電影的討論區為主，最終總共回收355 份問卷，扣除無效樣本共12 份，故有效問卷343 份。資料分析則以結構方程模式方法為主，檢驗本研究所提出的理論模式；並利用STATISTICA6統計軟體為本研究之分析工具，研究結果如下:
    1.消費情緒對於顧客滿意度有顯著正向的影響
    2.消費情緒需要透過顧客滿意度為中介來影響口碑傳播
    3.不同涉入程度會對消費情緒、顧客滿意度與口碑傳播之間產生干擾效果
    最後，本研究根據以上發現，對實務界及未來相關主題之研究方向提出一些建議。

    More and more attention to modern consumer entertainment and leisure life, and the past to the present, the movies have always been very important in the entertainment one of the options, so this study is Mehrabian and Russell (1974) proposed the emotional dimensions of the foundation. Discussion on consumer emotion after the purchase will affect whether and the extent to join the interference of variables involved, in the view of consumer film before the film drama, and so on .The impact of customer satisfaction and word-of-mouth communication.
    Convenience sampling method was applied to select 355 consumers from the Internet movie forum. Of 343 responses were usable. Structural Equation Models were used to test the proposed hypotheses. STATISTICA6 software was applied as the analyzing tool in this study.
    According to the result, we recommend some suggestions to both the practitioners and the academics.

    目錄 圖目錄.............................................................Ⅲ 表目錄.............................................................Ⅳ 第一章 緒論........................................................1 第一節 研究背景與動機............................................1 第二節 研究目的...................................................2 第三節 研究流程...................................................2 第二章 文獻探討....................................................4 第一節 消費情緒..................................................4 第二節 顧客滿意度................................................7 第三節 口碑傳播.................................................10 第四節 涉入程度.................................................13 第三章 研究方法...................................................21 第一節 研究架構.................................................21 第二節 研究假說.................................................22 第三節 研究變數操作性定義與衡量.................................25 第四節 問卷設計.................................................28 第五節 資料蒐集方法.............................................29 第六節 資料分析方法.............................................29 第四章 研究結果...................................................31 第一節 樣本敘述性統計分析.......................................31 第二節 研究變數結果描述.........................................33 第三節 研究變數之信度與效度分析.................................36 第四節 研究變數之因果模式分析...................................40 第五節 涉入程度之干擾效果.......................................49 第五章 結論與建議.................................................52 第一節 研究結論.................................................52 第二節 管理意涵.................................................53 第三節 研究限制.................................................54 第四節 後續研究建議.............................................55 參考文獻...........................................................56 附錄一、研究問卷....................................................64 附錄二、相關係數矩陣................................................67 圖目錄 圖1-1 研究流程及各章節架構.........................................3 圖3-1 本研究架構..................................................31 圖4-1 研究路徑圖..................................................42 圖4-2 整體模式關係路徑圖..........................................47 圖4-3 研究假設路徑圖..............................................48 表目錄 表2-1 消費情緒的相關研究...........................................6 表2-2 各學者對顧客滿意度的定義.....................................8 表2-3 各學者對口碑的定義..........................................11 表2-4 各學者對口碑相關構面的研究..................................12 表2-5 各學者對涉入程度的定義......................................14 表2-6 各學者對廣告涉入的定義......................................16 表2-7 各學者對產品涉入的定義......................................17 表2-8 各學者對購買涉入的定義......................................18 表3-1 愉悅與興奮的操作性定義與衡量................................26 表3-2 顧客滿意度的操作性定義與衡量................................26 表3-3 口碑傳播的操作性定義與衡量..................................27 表3-4 涉入程度的操作性定義與衡量..................................28 表3-5 問卷設計題項彙表............................................29 表4-1 性別次數分配表..............................................31 表4-2 年齡次數分配表..............................................31 表4-3 教育程度次數分配表..........................................32 表4-4 每月可支配所得次數分配表....................................32 表4-5 每月去電影院觀賞電影次數分配表..............................33 表4-6 保留之各研究變數問項........................................33 表4-7 愉悅之敘述性統計分析........................................34 表4-8 興奮之敘述性統計分析........................................34 表4-9 顧客滿意度之敘述性統計分析..................................35 表4-10 口碑傳播之敘述性統計分析...................................35 表4-11 涉入程度之敘述性統計分析...................................35 表4-12 信度分析表.................................................36 表4-13 收斂效度分析表.............................................38 表4-14 區別效度分析表.............................................39 表4-15 顧客滿意度與口碑傳播卡方差檢定之區別效度分析表.............40 表4-16 潛在變數之符號定義.........................................40 表4-17 顯性變數之符號定義.........................................41 表4-18 整體模式適合度評估結果.....................................44 表4-19 外生測量模式之路徑估計值...................................45 表4-20 內生測量模式之路徑估計值...................................45 表4-21 結構模式之路徑估計值.......................................46 表4-22 研究假設檢定結果...........................................49 表4-23 群集結構係數無異檢定.......................................50 表4-24 涉入程度之干擾效果檢驗與高低涉入群體之路徑估計表...........50

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