基于结构方程模型的沉浸式体验营销服务质量评价——以线下剧本杀为例

Service quality evaluation of immersive experience marketing based on structural equation modeling——Taking offline script killing as an example

随着社会经济形态向体验经济的转变,以剧本杀为代表的沉浸式体验服务快速发展,其服务质量有待提高。以线下剧本杀为例,基于HSQM三维度理论基础构建服务质量评价指标体系,运用AMOS 26.0对研究模型进行结构方程构建,实证结果表明:体验者整体满意度受服务互动质量与信息响应程度的正向影响,服务环境通过服务互动与信息响应显著影响线下剧本杀的服务质量满意度。基于此研究结果提出具有可行性的对策建议。

With the transformation of socio-economic form to experience economy,the immersive experience service represented by script killing is developing rapidly,and its service quality needs to be improved.Taking offline script killing as an example,the service quality evaluation index system is constructed based on the theoretical basis of HSQM three dimensions,and the structural equations of the research model are constructed using AMOS 26.0.The empirical results show that the overall satisfaction of the experiencer is positively in-fluenced by the quality of service interaction and the degree of information response,and the service environment significantly affects the service quality satisfaction of offline script killing through service interaction and information response.Based on the results of this study,feasible countermeasure suggestions are proposed.