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系統識別號 U0026-0507201112203600
論文名稱(中文) 都市大眾運輸服務涉入與體驗對忠誠度影響之研究 -以高雄都會區大眾捷運系統為例
論文名稱(英文) Constructing the Loyalty of Urban Public Transport Services upon Involvement and Experience: A Case Study of Kaohsiung Mass Rapid Transit Systems
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 99
學期 2
出版年 100
研究生(中文) 高鎮遠
研究生(英文) Chen-Yuan Kao
學號 r5891109
學位類別 博士
語文別 中文
論文頁數 100頁
口試委員 指導教授-魏健宏
召集委員-林楨家
口試委員-胡大瀛
口試委員-陳勁甫
口試委員-林佐鼎
口試委員-凌瑞賢
口試委員-呂錦隆
中文關鍵字 大眾運輸  涉入  體驗行銷  忠誠度  高雄都會區大眾捷運系統 
英文關鍵字 Public transport  Involvement  Experiential marketing  Loyalty  Kaohsiung Mass Rapid Transit (KMRT) 
學科別分類
中文摘要 提供完善的大眾運輸服務,長期以來為全球眾多都市改善交通的重要策略。高雄市為台灣地區第二大都會區,也對大眾運輸訂定積極的目標,但始終未獲得良好成效。本研究從消費者行為與行銷研究觀點出發,檢視一個長久以來私有機動車輛被市民高度依賴的城市,在新的都市大眾運輸系統完工營運後,旅客對於它所提供服務的涉入程度與體驗,是否以及如何形成忠誠度。研究程序上,首先藉由消費者行為研究領域中已廣為應用的涉入理論,比較產品與服務的差異並考量大眾運輸服務的特性後,建構可有效衡量旅客對都市大眾運輸服務涉入程度的量表,探討旅客對於該服務的涉入程度是否影響其購買服務的行為意向。其次分析主管單位為能提升大眾運輸運量所採行以提供體驗為主的行銷手法,在旅客形成對於該服務忠誠度的過程中,能否達到強化影響關係的效果。實證結果顯示,涉入與體驗相關理論經充實後,確實可用於解析都市大眾運輸旅客的消費態度與行為。旅客對於都市大眾運輸服務的涉入程度,在體驗與忠誠度兩者之間扮演重要的中介與干擾作用角色。依涉入程度高低將旅客加以分類後所歸納出旅客在人口統計學上的重要特徵,可提供決策部門用以擬定更為明確的體驗行銷計畫,使得建置成本鉅大的都市大眾運輸系統能逐步達成所被賦予的政策使命。
英文摘要 Complete public transport service is an important strategy adopted by many cities around the world to improve transportation. Kaohsiung City, the second largest metropolitan in Taiwan, also sets its goal regarding public transport; however, the outcome is found to be less effective. From the perspective of consumer behavior and marketing, this study probes into the city where the residents highly rely on privately owned motor vehicles and how travelers’ loyalty is constructed upon their involvement and experience in the urban public transport system. Empirical result demonstrates that travelers’ levels of involvement regarding public transport service serve as important intervener and distorter between experience and loyalty. Travelers are classified according to their levels of involvement and their critical demographic characteristics are generalized which would allow decision-making departments to establish more clear experiential marketing plans. Thus, urban public transport system with enormous construction cost will gradually fulfill the policy mission.
論文目次 目 錄

摘 要Ⅰ
目 錄Ⅲ
表目錄Ⅶ
圖目錄Ⅸ
第一章 緒論1
1.1 研究背景與動機1
1.2 研究目的3
1.3 研究範圍4
1.4 研究流程8
1.5 章節簡述11
第二章 文獻回顧12
2.1 運具選擇模式12
2.2 涉入16
2.2.1 涉入的分類18
2.2.2 影響涉入程度的因素21
2.2.3 涉入的衡量23
2.2.4 涉入的分群27
2.3 體驗27
2.3.1 體驗行銷29
2.3.2 體驗價值32
2.4 忠誠度35
2.5 涉入、體驗、忠誠度之關係36
2.6 小節38
第三章 大眾運輸服務涉入量表編製40
3.1 大眾運輸服務特性40
3.2 大眾運輸服務涉入構面41
3.3 量表編製程序42
3.4 量表編製假設命題45
3.5 抽樣方式45
3.5.1 界定母體46
3.5.2 抽樣方式與樣本數46
3.5.3 問卷前測47
3.6 抽樣結果分析47
3.6.1 樣本分布狀況47
3.6.2 量表信度分析48
3.6.3 量表因素分析49
3.6.4 PTSII與RPII比較分析50
3.6.5 涉入分組51
3.6.6 涉入群組決策行為意向分析51
3.6.7 涉入群組屬性分析53
3.7 小節54
第四章 研究方法55
4.1 研究架構與假設命題55
4.2 研究變數56
4.3 問卷設計57
4.4 抽樣方式58
4.4.1 抽樣方式與樣本數59
4.4.2 問卷發放日期與方法59
第五章 模式實證分析60
5.1 樣本分布狀況60
5.2 信度分析61
5.2.1 大眾運輸服務涉入量表信度分析61
5.2.2 忠誠度量表信度分析62
5.2.3 體驗量表信度分析63
5.3 結構方程模式分析66
5.4 影響效果分析69
5.5 涉入群組屬性分析70
5.6 迴歸分析72
5.7 體驗行銷策略研擬74
5.8 模式意涵探討76
第六章 結論與建議78
6.1 結論78
6.2 具體貢獻80
6.3 建議80
參考文獻82
附錄一 高雄捷運股份有限公司訪談紀要91
附錄二 大眾運輸服務涉入量表問卷92
附錄三 實證研究問卷94
附錄四 高雄捷運公司同意問卷調查公文97
附錄五 研究生簡歷99
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