音樂節口碑形成之研究
| Autor: | Po-Chun Lee, 李柏錞 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 There are many music festivals be held every year in Taiwan, and also indirectly bring tourisms to there. Previous studies found that music festival organizers didn’t promote their festival but depend on positive word of mouth to build loyal followers. Because the issue of understanding the antecedent of word of mouth is very important for planning and executing unit of music festival, but most studies about music festival were focus on the intention of participants and key factors of success. There were few studies about promotion and marketing of music festival. This study was aimed to explore how festivalscape of music festival influence customers’ thoughts and feelings about brand, and how these feelings affect interactive relationship of music festival, finally forming word of mouth of music festival. Convenience sampling used in this study to collect 392 samples from people who participated in「Mega Port Festival」,「Spring Scream」and「Spring Wave Music and Art Festival」during March to April, and used SPSS 18.0 and AMOS 18.0 to analyze data. The results from this study show that festivalscape of music festival will significantly influence brand relationship quality and emotional attachment; emotional attachment will significantly influence brand relationship quality and brand relationship quality also significantly influence emotional attachment and intention of word of mouth. Besides, brand relationship quality influence music festival participants’ word of mouth more effectively than emotional attachment. There were three implications in this research: 1) Raise whole plan of music festival to raise participants’ felling of music festivalscape. 2) Maintain long-term relationship with music festival. 3) Put more emotional factors during the design of music festival. Three contributions were that: 1) Using Taiwan Music festival as the main localizing study. 2) Music festival has brand effect. 3) Integrating online and offline word of mouth. This research let organizers of music festival to understand the formation of word of mouth. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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