臺灣博碩士論文加值系統

本研究以服飾業為研究對象，探討大陸地區購物中心與電子商務消費者購買行為之研究，以服飾業同時存在有實體店鋪以及虛擬店鋪兩者做為比較，試圖研究商店之品牌形象、知覺價值及客戶滿意度對消費者購買行為關連性研究。
本研究以階層多元迴歸法方式中可以得知當投入實體店鋪之品牌形象、知覺價值以及客戶滿意度對消費者購買意願之影響，「知覺價值」解釋力為51.22%比「實體店鋪之品牌形象」解釋力為49.8%以及「客戶滿意度」解釋力為48.1%來的大，因此商店之品牌形象、知覺價值及客戶滿意度對於消費者購買意願而言，本研究結果發現，以知覺價值影響性較大，最主要的原因在於消費者可以享受購物的樂趣以及視覺和觸覺都有正向的影響，本研究之結果可提供業者同時經營實體店鋪與虛擬店鋪之參考用。

In this study, the fashion industry as the research object to explore new network technology on the mainland shopping center, there is both physical stores and virtual stores as compared to the apparel industry, trying to research the brand image of the physical stores, perceived value and customersatisfaction on consumer buying behavior related sexual.
In this study, hierarchical multiple regression can be learned when put into the brand image of the physical stores, the impact of perceived value and customer satisfaction on consumer purchasing behavior, "perceived value" explanatory power of 51.22% than the "physical store brand"explanatory power of 49.8%, and" customer satisfaction "as the explanatory power of 48.1% to the large physical stores of the brand image, perceived value and customer satisfaction for the consumer buying behavior, the results of this study perceived value impact, the main reason is that consumers can enjoy the fun of shopping as well as visual and tactile has a positive influence on the results of this study provide the industry at the same time engaged in physical stores and virtual stores reference.

論文摘要............................................................................................................... I
Abstract .............................................................................................................. II
誌謝 .................................................................................................................. IV
目錄 ....................................................................................................................V
表次 ..................................................................................................................VII
圖次 ................................................................................................................IX
第一章 緒論.....................................................................................1
第一節 研究背景與動機...............................................................................1
第二節 研究問題與目的...............................................................................7
第三節 研究對象與範圍...............................................................................8
第四節 研究流程..........................................................................................9
第五節 論文結構.......................................................................................10
第二章 文獻探討................................................................................................12
第一節 品牌形象.......................................................................................12
第二節 知覺價值........................................................................................16
第三節 客戶滿意度....................................................................................20
第四節 網絡購物與實體商店....................................................................25
第五節 小結................................................................................................26
第三章 研究方法................................................................................................27
第一節 研究架構........................................................................................27
第二節 研究假設........................................................................................28
第三節 問卷設計及流程............................................................................34
第四節 取樣對象、受測人員及地方與時間................................................36
第五節 資料處理及統計分析方法..............................................................38
第四章 研究結果與分析..........................................................................40
第一節 前測結果........................................................................................41
第二節 正式施測敘述性統計分析.............................................................42
第三節 信度分析........................................................................................49
第四節 皮爾森相關分析............................................................................53
第五節 迴歸分析........................................................................................55
第六節 多元階層迴歸分析.........................................................................58
第五章 結論與建議....................................................................................….…62
第一節 研究結論......................................................................................62
第二節 研究建議........................................................................................67
參考文獻............................................................................................................68
附錄一: 大陸地區購物中心與電子商務消費者購買行為之研究問卷...............76

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