A Study of Relationship among Photographic Aesthetics, Customer Satisfaction and Price Consciousness on Wedding Documentary Photography in Taipei
| Autor: | Ming-Chi Fu, 傅明淇 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 With the affordable access to digital photographic equipment, there are more and more amateur professional photographers providing wedding documentary photography services. Some wedding photographers offer lower rate to increase the number of cases, resulting in customers’ misunderstanding in the market rate. On the other hand, photographers and customers usually have different visual perception. Therefore, giving consideration to customer satisfaction and decent profit for the photographers is one of the essential topics of the wedding photography industry. The thesis researched the relations among photographic aesthetics, customer satisfaction and behavioral intentions in Taipei from customer’s perspective. The purpose is to: (a) understand the status of wedding photography industry in Taipei, including service level and pricing; (b) analyze the variety in demographical factors to photographic aesthetics, customer satisfaction and behavioral intention, and (c) the moderating effect of price consciousness to customer satisfaction and behavioral intention. The result finds: (a) with different age, education level and income, there is substantial distinction in purchasing willingness and price consciousness; (b) in the direct effect, the higher photography satisfaction, the higher customer satisfaction, including service quality and value-added service. There is positive correlation between customer satisfaction and customer behavior, including purchasing intention and word-of-mouth; (c) the price consciousness effect on customer satisfaction and behavioral intention was not significant. The study depicts the target customers of the wedding photography market and provides photographers practical benefits. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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