| 摘要: | 隨著現代人經濟及消費的提升，顧客開始注重品味及心理感受。文創產業的興起，逐漸擄獲現代人的目光。音樂為文創產業中的一環，更是現代人不可或缺的心靈養份。而Live House此產業更是現代人易享有音樂氛圍的場域，但該產業之業者是否了解影響其產業之因素為何？就顯得十分重要。目前針對其產業之研究甚少，本研究擬以消費者角度探討顧客之消費動機在商店氛圍的調節下對於滿意度與付費意願的影響。
本研究以台北某知名Live House之顧客為研究對象，採問卷方式進行，由五百位顧客據以回答問卷。探討(一) Live House之顧客消費動機對滿意度是否具有正向影響，(二) Live House之顧客消費動機對付費意願是否具有正向影響，(三) Live House之商店氛圍對消費動機與滿意度是否具正向調節效果，(四) Live House之商店氛圍對消費動機與付費意願是否具正向調節效果。
本研究運用SPSS軟體及敘述性統計分析、信度及效度分析、相關分析、迴歸分析及線性結構方程式分析等工具驗證假說。根據研究結果，並提出建議，提供業界設計、管理及訓練等部門作為參考依據。
With the improvement of modern people economy and consumption，customers began to focus on taste and psychological feelings .The rise of cultural and creative industries, and gradually captured the attention of the modern . Music is part of the cultural and creative industries , it is essential to modern minds nutrients .
The Live House this industry is easy to enjoy the musical atmosphere of the modern field, But in this industry owners, how they understand what factors will affect their industry? It is very important. Currently little studied for its industry , this study intends to explore the customers of the consumer perspective consumer motivation under the regulation of the store atmosphere to satisfaction and willingness to pay for the impact.
In this study, choice one of the taipei a well-known Live House's customer as the research object, by questionnaire survey conducted by the five hundred customer data available to answer the questionnaire.The aims of this study were to investigate four issues: (1) consumer motivation on customer satisfaction whether the positive impact. (2) consumer motivation on willingness to pay whether the positive impact. (3) store atmosphere on consumer motivation and customer satisfaction whether the positive regulatory effect, (4) store atmosphere on consumer motivation and willingness to pay whether the positive regulatory effect.
In this study, using SPSS software and descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis and Amos structural equation model analysis tool to verify the hypothesis.
Based on the research results ,it can be recommended to providing related industries to design, management and training sector as a reference. |
