臺灣博碩士論文加值系統

新產品導入成熟期市場時，口碑扮演著相當重要的角色，對於汽車美容產品而言，尚無消費者行為以及口碑行銷之相關研究，因此，本研究以新上市的汽車美容產品Glare在新加坡地區的銷售，就口碑的影響及傳遞面研究，來瞭解新產品的消費者行為。本研究以問卷調查，收集新加坡已施作Glare的消費者的口碑訊息來源及傳遞資訊，利用卡方檢定、變異數分析、因素分析、集群分析、相關分析及迴歸分析進行資料分析，實證結果如下：
1. 訊息來源對購買決定影響有顯著差異：口碑訊息的影響力大於行銷訊息影響力，也就是對新產品的訊息是來自於親朋好友時，對消費者會不會施作Glare的影響大於從廣告、雜誌或車展知道的人。
2. 新加坡施作Glare的顧客對這個新產品的特性可區分為三個因素：保護特性、外觀特性、保證特性；依據顧客對這三個因素的重視，利用k-mean分析出二個集群─一般組及強調外觀功能組。
3. 顧客滿意度愈高，後續口碑傳遞頻率愈高：顧客滿意度與口碑傳遞頻率為正相關，即顧客施作後的滿意度越高，則後續談論的行為越多，其中服務方面的滿意度對傳遞頻率有顯著的影響。另外，若以不同集群來看，強調外觀組在滑度、光度及總體方面的談論頻率高於一般組。
4. 顧客滿意度愈高，後續口碑推薦意願愈高：顧客滿意度與口碑意願為正相關，即顧客滿意度愈高，愈願意推薦Glare。其中，在外觀方面的滑度方面、服務方面、專業方面的滿意度對推薦意願有顯著的影響。
本研究結果希望能提供予業者行銷管道運用及資源分配的參考，善用口碑力量來使產品銷售更加順暢。

When new products enter the mature market, the Word-of-Mouth plays an important role. Prior to this research, there’s still no relevant research for customers’ behavior and Word-of Mouth sell regarding car care products. Therefore, this research takes the sales situation of Glare products in Singapore for example and makes research in Word-of-Mouth effect and communication aspect to understand consumers’ behavior for new products. This research collects the results from questionnaire completed by those consumers whose cars have been cared by Glare products and analyzes the data through Chi-Square Test, ANOVA, Factor Analysis, K-means, Correlation Analysis and Regression Analysis. Conclusion as below:
1. The message resource has significant effect on purchase decision: The effect of Word-of-Mouth message is bigger than the one of marketing message, that’s to say, whether consumers decide to have their cars cared by Glare products or not, the effect of getting information from their friends and relatives is bigger than from the advertisement, magazine or the car show.
2. Glare consumers in Singapore concern about 3 characters of such new product: Protection, Appearance & Warranty. Based on consumers’ concern degree to the 3 characters, this research utilizes K-means to divide these consumers into 2 groups: Regular Group & Appearance Emphasized Group.
3. The more satisfaction consumers feel, the more Word-of-Mouth communication frequency: There is positive relation between consumers’ satisfaction and Word-of-Mouth communication frequency, that’s to say, the more satisfaction consumers feel after completing car care, the more communication people make mutually, especially satisfaction to service quality has significant effect. On the other side, the Appearance Emphasized Group talk more about smooth, shine finish and general aspect than Regular Group.
4. The more satisfaction consumers feel, the more intention of Word-of-Mouth recommendation: There is positive relation between consumers’ satisfaction and Word-of-Mouth recommendation, in other words, the more satisfaction consumers feel, the more intention they recommend Glare products to others. The satisfaction to appearance smooth, service quality and professional knowledge has significant effect on recommendation intention.
Hopefully this research result will be useful reference for dealers regarding sales channels application and resource distribution, and they well use the Word-of-Mouth to improve products sales.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究程序 4
第四節 研究重要性 5
第五節 本論文之章節架構 5
第二章 文獻探討 6
第一節 汽車美容 6
第二節 口碑對消費者購買決策的影響 8
第三章 研究方法 17
第一節 研究架構與假設 17
第二節 問卷設計 18
第四章 資料描述與分析 23
第一節 樣本結構分析 23
第二節 訊息來源影響分析 26
第三節 滿意度及後續傳遞差異分析 30
第四節 相關及迴歸分析 35
第五章 結論與建議 38
第一節 研究結論 38
第二節 管理意涵及建議 41
第三節 研究限制 44
第四節 未來研究方向 45
參考文獻 46
中文部份 46
英文部份 47
附錄一 50
附錄二 54

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