研究限制與後續研究建議

一、 研究限制

(一) 由於僅針對台北國際花卉博覽會作為研究對象，且僅在活動前 進行問卷調查，應於活動過程中詢問消費者觀感的角度，再一次探討 服務創新對消費者之知覺評價之關係，因此在知覺價值評估的認知上 有所誤差，研究無法推論至其它產業中。後續的研究可融合業者與消 費者之觀點一起調查，降低服務創新評價差距。

(二) 由於受限於時間和發放問卷地點等因素;且僅以北部台北及宜 蘭，中部台中及彰化，南部屏東和高雄等地區的民眾為研究對象，無 法代表所有民眾對於台北國際花卉博覽會之看法，後續者可擴大研究 範圍，讓研究結果的推論可更具代表性。

二、 後續研究建議

(一) 僅以服務傳遞、消費者介面及服務技術子構面為服務創新之設 計問項，後續研究者可再針對事件行銷服務創新的內容再做更進一步 的調查。

(二) 以一般遊客為服務創新的研究對象，其各項測量的基準僅以 適用於休閒產業，且無法涵蓋整個服務業，因此，若其他產業想進一 步驗證，其服務創新衡量的構面應作修改。

參考文獻

一、中文部分

1. 趙新銘（2007），服務創新、規範性評估、服務品質與顧客滿意度 關係之研究‐以小客車租賃業為例，國立成功大學高階管理碩士在 職專班碩士論文。

2. 小塩真司（2007），管理暨社會科學研究案例  SPSS  和  AMOS  使 用手冊，鼎茂出版事業有限公司。

3. 王蓉莉（2001），消費者對組合產品的知覺評估—以產品知識、產 品涉入為調節變數，義守大學管理科學研究所碩士論文。

4. 張重昭和周宇貞（1999），知覺品質與參考價格對消費者知覺價 值與購買意願之影響，企業管理學報，第45 期。

5. 張永誠（1991），事件行銷100：造勢成功的100個Event，遠流出 版事業有限公司。

二、英文部分

1. Alba, J. W. and Hutchinson J W. (1987), Dimensions of Consumer Expertise, Journal of Consumer Research, Vol. 13, pp.411-454.

2. Brucks, M. (1985),The Effects of Product Class Knowledge on

Information Search Behavior. Journal of Consumer Research, Vol.

12 , pp.1-16.

3. Beatty, S. E., and Smith, S. M. (1987), External Search Effort: An Investigation Across Several Product Categories, Journal of

Consumer Research, Vol. 14 , No. 1, pp.83-95.

4. Bilderbeek, R. and Hertog, P. D. (2000), The New Knowledge Infrastructure: the Role of Technology-Based Knowledge-Intensive

Business Services in National Innovation Systems. In: M. Boden and I. Miles(eds.)Services and the Knowledge-based Economy.

Continuum: London, New York.

5. Chernatony, D., Harris, F. and Riley, F. D. (2000), Added Value:

its Nature, Role, and Sustainability, European Journal of

Marketing,Vol. 34, No. 1, pp.39-56.

6. Chen, Z. and Dubinsky, A. J. (2003), A conceptual Model of Perceived Customer Value in E-commerce: A Preliminary Investigation.

Psychology and Marketing, Vol. 20, No. 4, pp.323-347.

7. Chesbrough, H. W. (2003), Open Innovation: The New Imperative for Creating and Profiting from Technology, Harvard Business Press,

Boston.

8. Drucker, P. F. (1985),The Discipline of Innovation, Harvard

9. Flint, D. J., Woodruff, R. B.and Gardial, S. F. (1997), Customer Value Change in Industrial Marketing Relationships: A Call for New

Strategies and Research, Industrial Marketing Management, Vol. 26 , No. 2, pp.163-175.

10. Fornell, C. and Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.

Journal of Marketing Research,Vol. 18, pp.39-50.

11. Goldblatt, J. (1952), Special events: Event Leadership for a New World. Hoboken, N.J.：Wiley.

12. Garvin, D.A. (1983), Quality on The Line, Harvard Business Review, Vol.61, No.55, pp. 65-75.

13. Garvin, D. A. (1987), Competing on the Eight Dimensions of Quality.

Harvard Business Review , Vol. 65, pp. 101-109

14. Getz, D. (1997), Event Management and Event Tourism. New York:

Cognizant Communication Corporation.

15. Grewal, D., Seiders, K. and Berry, L. L. (2002),“Understanding Service Convenience,”Journal of Marketing, Vol. 66, July, pp. 1-17 16. Grunert, K. G., Bredahl L. and Brunso, K. (2004), Consumer

Perception of Meat Quality and Implications for Product

Development in the Meat Sector a Review, Meat Science, Vol. 66, pp.259-272.

17. Holbrook, M.B. and Corfman, K. P. (1985), Quality and Value in the Consumption Experience: Phaedrus Rides Again, in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington

Books, pp.31-57.

18. Hair, J. F., Jr. Anderson, R. E., Tatham, R. L., and Black, W. C.

(1998), Multivariate Data Analysis with Readings (5th ed.).

Englewood Cliffs, NJ: Prentice Hall.

19. Lee, M. and Lou, Y. C. (1996), Consumer Reliance on Intrinsic And Extrinsic Cures in Product Evaluations： A Conjoint Approach,

Journal of Business Research, Vol.12 , No.1, pp.21-28.

20. Lievens, A. and Moenaert, R. K. (2000), Project Team Communication in Financial Service Innovation, Journal of

Management Studies, Vol.37, No.5, pp.733-766.

21.Lovelock, C. H. (2001), Services Marketing (4th ed.), Prentice Hall

International.

22. Lovelock, C. H. and Wirtz, J. (2004), Service Marketing : People, Technology, Strategy,(5th ed.), Hamilton Printing Co.

23. Liu, C.H. and Wang, C.C. (2008), Forecast Competitor’s Service Business Strategy with Integrative Service Taxonomy and CI Data.

European Journal of Marketing. Vol.42, No.3, pp.746-765.

24. Olson, J. C., and Haddock, R. A. (1973), Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality, Journal of Applied Psychology , Vol.55, No.6, p.570.

25. Olshavsky, R. W. (1985), Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective, in Perceived Quality, Jacob Jacoby and Jerry C. Olson eds. Lexington, MA: Lexington

Books, p.3.

26. O’Brien, L. and Jones, C. (1995), Do Rewards Really Create Loyalty?

Harvard business Review, Vol.73, No.3, pp.75-82.

27. Park, C. W. and Lessig, P. V. (1981), Familiarity and It’s Impact on Consumer Decision Biases and Heuristics, Journal of Consumer

Research, Vol. 8, No.2, pp.223-230.

28. Parasuraman, A., Zeithaml, V. A. and Berry, L.L. (1985), A

Conceptual Model of Service Quality and its Implications for Future Research, Journal of Marketing, Vol.49, No.3, pp. 41-50.

29. Parasuraman, A., Zeithaml, V. A. and Berry, L.L. (1988), SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol.64, No.1, pp.12-40.

30. Parasuraman, A. and Grewal, D. (2000), Serving Customer andd Consumers Effectively in the Twenty-First Century：A Conceptual Framework and Overview. Journal of the Academy of Marketing

Science, Vol. 28, No.1, pp. 9-16.

31. Jackson, R. (1997), Making Special Events fit in the 21th Century Champaigm, IL sagamore pub.

32. Rao, A. R. and Monroe, K. B. (1988), The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations, Journal of

Consumer Research, Vol. 15, No.2, September, pp.253-264.

33. Rudell, F. (1979), Consumer Food Selection and Nutrition Information, New York: Praeger.

34. Ravald and Gronroos (1996), The Value Concept and Relationship

Marketing, European Journal of Marketing, Vol.30, No.2, pp.19-30.

35. Sujan, M. (1985), Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgement, Journal of Consumer

Research, Vol.12 , June, pp.203-224.

36.Schumpeter, J. A. (1934), the Theory of Economic Development, Cambridge, Harvard University Press.

37.Steenkamp, J. B. E. M. (1990), Conceptual Model of the Quality Perceptionprocess. Journal of Business Research, Vol.21,

pp.309-333.

38. Varki, S. and Colgate, M. (2001), The Role of Price Perceptions in an Integrated Model of Behavioral Intentions. Journal of Service

Research Vol.2, No.3, pp.232-240.

39. Van der Meer, H. (2007), Open Innovation- The Dutch Treats:

Challenges in Thinking in Business Models. Creativity and

Innovation Management, Vol.16, No.2, pp.192-202.

40. Woodruff, R. B. and Gardial, S. (1996), Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction.

Oxford, UK.

41. Woodruff, R. B., (1997), Customer Value: The Next Source for Competitive Advantage, Journal of the Academic of Marketing

Science, Vol.25, No.2, pp.139-153.

42. Wagar, K. (2008), Exploring Tools for Learning about Customers in

a Service Setting. International Journal of Service Industry

Management, Vol.19, No.5, pp.596-620.

43. Zeithaml, V. A. (1988), Consumer Perceptions of Price, Quality and Value：Means-End Model and Synthesis of Evidence, Journal of

Marketing, Vol.52 ,No.3, pp. 2-22.

附錄一：研究問卷

第二部分：對下列的博覽會知識影響花博會之看法 

11. 花博會提供網路客製化旅遊行程      □ □ □ □ □