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研究生: 賴威志
Lai, Wei-Chih
論文名稱: 臺北網球中心環境氣氛、關係品質與體驗價值對再購意願之影響
A Study among the Environmental Atmosphere, Relationship Quality, Experiential Value, and Repurchase Intention of the Customer in Taipei Tennis Center
指導教授: 張少熙
Chang, Shao-Hsi
口試委員: 鄭志富
Cheng, Chih-Fu
方進義
Fang, Chin-Yi
王俊人
Wang, Jun- Ren
韓豐年
Han, Feng-Nien
張少熙
Chang, Shao-Hsi
口試日期: 2022/06/16
學位類別: 博士
Doctor
系所名稱: 體育與運動科學系
Department of Physical Education and Sport Sciences
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 105
中文關鍵詞: DSAT框架關係品質中介效果體驗價值調節效果
英文關鍵詞: DAST framework, relationship quality, mediation effect, experiential value, moderating effect
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202201277
論文種類: 學術論文
相關次數: 點閱:134下載:7
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  • 研究背景:本研究旨在探討後疫情時期,臺北網球中心顧客關係管理的關鍵因素。收集過去的研究,調查環境氣氛、關係品質、體驗價值和顧客再購意願之間的關係。研究方法:以臺北市網球中心運動消費者為研究對象,總計發放673份,有效量表為 623份,回收有效率達92%,採用結構方程模式進行統計分析。研究結果:環境氣氛、關係品質、體驗價值與再購意願間,呈顯著正相關。環境氣氛對關係品質具有顯著正向影響。關係品質於環境氣氛與再購意願間,具有顯著之部分中介效果。體驗價值於環境氣氛、關係品質與再購意願間之調節作用並不顯著。結論:基於上述結果本研究結論認為,如何有效規劃營運空間或網路平台之環境氣氛,或是透過專業服務人員與相關社群平台與消費者保持良好的關係品質互動,有助於瞭解運動場館於後疫情時期,對於未來Covid-19疫情尚未明朗,且未完全解除封鎖的相關產業,可作為顧客關係管理之依據。

    Background: This study aimed to explore the key factors of customer relationship management in Taipei Tennis Center in the post- pandemic period. Collected past research to investigate the relationship between environmental atmosphere, relationship quality, experiential value and customer repurchase intention. Methods: The research object was the sports consumers of the Taipei Tennis Center. A total of 673 questionnaires were distributed, 623 valid questionnaires were obtained, and the recovery efficiency questionnaire was 92%. The structural equation model was used for statistical analysis. Results: The results of this study indicated that: 1. There was a significant correlation between the environmental atmosphere, relationship quality, experiential value and repurchase intention. 2. Environmental atmosphere had a positive impact on relationship quality. 3. The relationship quality had mediator effect between environmental atmosphere and repurchase intention. 4. The moderating effect of experiential value on environmental atmosphere, relationship quality and repurchase intention was not significant. Conclusions: We conclude that this study was helpful to understood how sports venues can effectively maintain a good relationship quality with consumers in the post pandemic period. How to effectively plan the environment atmosphere of the operating space or online platform, or maintain a good relationship quality interaction with consumers through professional service personnel, and relevant social platforms, and could be used as a customer relationship management for related industries where the future Covid-19 pandemic is not yet clear and the lockdown has not been completely lifted basis.

    第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究問題 4 第四節 研究範圍與限制 5 第五節 研究的重要性 6 第六節 名詞操作性定義 7 第貳章 文獻探討 9 第一節 臺北市網球中心起源 9 第二節 環境氣氛意涵與再購意願之相關研究 12 第三節 關係品質意涵與再購意願相關研究 20 第四節 體驗價值意涵與再購意願之相關研究 27 第五節 再購意願意涵及相關研究 33 第六節 本章總結 40 第參章 研究方法 42 第一節 研究架構 42 第二節 研究假設 43 第三節 研究流程 44 第四節 研究對象與抽樣方法 46 第五節 研究工具 47 第六節 資料處理與分析 58 第肆章 結果與討論 60 第一節 臺北網球中心運動消費參與者樣本結構分析 60 第二節 測量模式分析 66 第三節 整體模式分析 74 第四節 關係品質中介效果分析 78 第五節 體驗價值調節效果分析 80 第伍章 結論與建議 82 第一節 結論 82 第二節 建議 84 參考文獻 86

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