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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/94747
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/94747


    Title: 以顧客知識與情境知識探求次世代顧客體驗之偏好
    Authors: 張耿嘉
    Contributors: 管郁君
    張耿嘉
    Keywords: 顧客體驗偏好
    顧客知識
    情境知識
    Date: 2008
    Issue Date: 2016-05-09 11:46:07 (UTC+8)
    Abstract: 為瞭解次世代顧客體驗之偏好傾向,本研究依據企業所能掌握的顧客知識與情境知識之內容,探討顧客對體驗的偏好,透過文獻的探討,找出六項可做為分析顧客體驗偏好的因素,包括屬於顧客知識的「個人特質」、「消費記錄」、「消費目的」、與「人口統計資料」等四部份,以及屬於情境知識的「消費環境情境」、與「個人身心情境」等兩部份。另外,在顧客體驗偏好的部份,本研究嘗試以顧客的觀點對體驗做出分類,並借用Maslow提出的五大人類行為需求來瞭解顧客對體驗的偏好傾向。主要之研究發現包括:
    1. 除了再次認知顧客知識之重要性外,本研究亦確立了情境知識對於瞭解顧客體驗偏好之重要性。
    2. 生活型態屬於感性導向之顧客,及在消費現場較得不到顧客服務之顧客,會有越偏好能得到生理需求體驗之傾向。
    3. 處事態度屬於積極的引領潮流的顧客,及在消費現場得到不錯客戶服務之顧客,是屬於較高度偏好歸屬與愛需求體驗之族群。
    4. 生活型態屬於感性導向之顧客,及消費目的是作為送禮之用之顧客,在自我實現需求體驗方面,會有較高程度的偏好傾向。
    5. 努力成本及風險成本兩項決定產品特徵之因素,確實會對顧客體驗偏好產生影響。其中努力成本主要改變之體驗類型,包括生理需求及歸屬與愛需求體驗;而風險成本主要是影響之體驗類型,包括歸屬與愛需求、尊重需求及自我實現需求體驗。
    透過本研究,企業須認知到不同的人在不同的情境下,會對體驗有著不同的程度的偏好差異;此外消費產品特徵之不同,亦會對顧客體驗偏好產生影響。因此,企業在推出體驗時,必須根據過往對顧客的認識,以及現場顧客之反應做調整,才能提供最適當之體驗活動內容予顧客,發揮「體驗」最大之效益。
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    Description: 碩士
    國立政治大學
    資訊管理學系
    95356032
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095356032
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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