| 摘要: | 如何提振臺灣京劇表演藝術之消費市場，是本研究再購意願的主要目的，除了從文獻中歸納出消費者願意重複購買之動機外，以品牌形象為自變數，美感素養作為干擾變數，欲驗證具備美感素養之消費族群是否對品牌形象與再購意願產生顯著干擾之影響？研究過程係以結構式問卷調查方式，對參與過京劇演出之消費者作為研究樣本，發送423份問卷，回收有效問卷312份進行實證資料的蒐集與分析，研究結果分析如下：品牌形象對再購意願具有正向顯著關係、美感素養對品牌形象與再購意願具有正向干擾效果。
How to boost the consumer market for Taiwan's Jing Ju Opera performing arts is the main purpose of this study on repurchase intention. In addition to summarizing consumers' motivations for repeat purchases from the literature, brand image is used as the independent variable and aesthetic literacy is used as the interference variable. Want to verify whether the aesthetically literate consumer group has an interfering effect on the brand image and repurchase intention? The research process is based on a structured questionnaire survey on consumers who have participated in Jing Ju Opera performances as a research sample. It is that 423 questionnaires will be sent and the responses will be 312 effective. Questionnaires were used to collect and analyze empirical data.The analysis of the research results is as follows: brand has a positive and significant relationship with repurchase intention, and aesthetic literacy has a positive interference with brand image and repurchase intention. |
