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    Title: 懷舊訴求餐廳消費者特質與行為之研究─以台灣故事館為例
    Authors: 林雨潔
    Contributors: 陳建維
    林雨潔
    Keywords: 懷舊
    體驗行銷
    懷舊餐廳
    Date: 2005
    Issue Date: 2009-09-11 17:13:35 (UTC+8)
    Abstract: 自二十世紀末起，全球吹起一股懷舊風，在台灣也出現許多以懷舊為訴求的商品以及行銷手法，懷舊餐廳的興起即為一例。但是懷舊策略的應用對行銷人員來說，具有不確定性的風險，因為懷舊可能會引發消費者正面及負面的情緒，因此，在運用時必須相當了解懷舊策略的本質與消費者特質間的關係，才能更有效的運用懷舊策略。
    在國外，懷舊相關議題在學術上的研究近年來也逐漸增加，特別是以體驗觀點來探討消費者懷舊行為，但在國內懷舊體驗的探討相當稀少，因此，本研究以Schmitt (1999) 所提出的一套「體驗行銷」架構為主軸，並參考相關文獻後，加入消費者個人特質及使用情境等相關變數，藉以探討懷舊刺激創造之消費體驗，與其所引發的懷舊反應間之關係，並藉以提供懷舊餐廳業者，在定位及體驗行銷設計上的一些建議。
    本研究實證結果如下：
    1. 懷舊傾向對行為的懷舊體驗具有正向影響
    2. 玩樂的使用情境對認知的懷舊體驗具有正向影響
    3. 聯絡感情的使用情境對行為的懷舊體驗有正向影響
    4. 認知的懷舊體驗對集體懷舊反應具有正向影響
    5. 行為的懷舊體驗對個人懷舊反應具有正向影響
    6. 聯絡感情的使用情境對個人懷舊反應有正向影響
    7. 實際年齡與認知年齡之差對個人懷舊反應具有正向影響
    Reference: 中文部份
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351016
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0933510161
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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