臺灣博碩士論文加值系統

近年來口碑行銷十分盛行，不僅企業開始主動操作口碑做為行銷的方式之一，網路上許多小商店也靠著口碑創造出許多營收。而王品餐飲集團不僅利用口碑行銷，成功發展了系列品牌，並且降低了公司的廣告成本，是口碑行銷十分成功的案例之一。
因此本研究以王品餐飲集團為例，欲探討具有品牌系列商品(服務)消費經驗的消費者之滿意度，對於該集團其他尚未消費過的系列品牌商品(服務)之口碑說服效果是否具有影響，並且進一步的分別探討消費者對於以往消費過的系列品牌商品(服務)之顧客滿意度及其他尚未消費過的系列品牌商品(服務)之口碑說服效果是否對其他尚未消費過的系列品牌商品(服務)之購買意願具有影響，藉以探討影響餐飲集團品牌延伸效果之相關因素。
本研究回收312份有效問卷，並且將研究分析，主要結果有三點：
1. 消費者對消費過的系列品牌商品(服務)之顧客滿意確實會影響其他尚未消費過的系列品牌商品(服務)之口碑的說服效果
2. 消費者對消費過的系列品牌商品(服務)之顧客滿意也會影響其對於其他尚未消費過的系列品牌商品(服務)之購買意願
3. 其他尚未消費過的系列品牌商品(服務)之口碑說服效果並不影響其他尚未消費過的系列品牌商品(服務)之購買意願
結果顯示，針對餐飲業而言，消費者對消費過的系列品牌商品(服務)之顧客滿意度才是真正影響消費者對於其他尚未消費過的系列品牌商品(服務)之購買意願的主要因素，因此企業在透過口碑進行延伸品牌的同時，必須要以顧客滿意為前提，口碑行銷僅能做為提高顧客對品牌的知曉率，使其成為選擇方案之一，至於購買或消費與否，仍是取決於其過去的經驗。

Recently, Word of Mouth (WOM) becomes very popular in marketing, it is not only one of methods in marketing, but also generates a lot of profits for many firms. Wang Group Ruses Word of Mouth in marketing to extend its series brands successfully and cuts down its advertisement cost greatly, thus it can be said that Wang Group Restaurant is one of the successful case as using Word of Mouth in marketing.
Therefore, taking Wang Group Restaurant as an example to analyze the customers that have experience in Wang Group restaurant’s series brands before, test if their satisfaction will effect persuade effect of WOM. Then, analyze whether Customer Satisfaction and persuade effect of WOM will influence Purchase Intention. There are three conclusions from this study:
1. Customer Satisfaction in serious brand before indeed can influence persuade effect of WOM which hasn’t consumed in serious brand.
2. Customer Satisfaction in serious brand before also can influence customer’s Purchase Intention which hasn’t consumed in serious brand.
3. Persuade effect of WOM which hasn’t consumed in serious brand cannot influence customer’s Purchase Intention which hasn’t consumed in serious brand in this case.
Customer satisfaction is a fact in which can influence Purchase Intention of the series brands. Therefore, when a business want to operate a brand extension successfully through a persuade effect of WOM, it must satisfy their customer first. WOM can only enhance the ratio of awareness on brands hence make this particular brand to be one of the options in customers’ choose, but whether the customers will purchase or not is still depend on their experiences before.

目錄
摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VII
第壹章 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 研究流程 4
第貳章 文獻探討 5
第一節 餐飲業範圍與現況 5
第二節 口碑傳播 8
第三節 影響口碑說服效果之因素 11
第四節 顧客滿意度 16
第五節 購買意願 21
第六節 口碑說服效果、顧客滿意與購買意願之關聯 23
第參章 研究設計與方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 研究變數操作型定義 28
第四節 統計方法與問卷設計 29
第肆章 實證分析 35
第一節 樣本結構分析 35
第二節 驗證性因素分析 37
第三節 模型信度與效度檢定 39
第四節 假說檢定 42
第五節 假說驗證結果探討 43
第伍章 結論與建議 46
第一節 研究結論 46
第二節 管理意涵 47
第三節 研究限制 48
第四節 後續研究建議 49
參考文獻 51
附錄：網路問卷 58

表目錄
表2-1-1 餐飲業行業標準 5
表2-1-2 2009年台灣餐飲各類連鎖店比例 6
表2-1-3 2009年台灣主要餐飲業營收比較 7
表2-4-1 顧客滿意度衡量構面 19
表3-3-1 研究變數與定義 28
表3-4-1 消費者對於消費過的系列品牌商品(服務)之顧客滿意度 32
表3-4-2 消費者對尚未消費過的系列品牌商品(服務)之來源可信度 33
表3-4-3 消費者對尚未消費過的系列品牌商品(服務)之口碑內容 33
表3-4-4 消費者對尚未消費過的系列品牌商品(服務)之關係強度 33
表3-4-5 消費者對尚未消費過的系列品牌商品(服務)之口碑接受度 33
表3-4-6 消費者對尚未消費過的系列品牌商品(服務)之購買意願 34
表4-1-1 王品餐飲集團的消費次數 35
表4-1-2 曾經消費過王品餐飲之系列餐廳分佈 36
表4-1-3 消費者自我評估美食、餐飲相關知識程度 36
表4-2-1 異常因素負荷量 37
表4-2-2 修正題項前後對照 37
表4-3-1 各變數平均數、標準差、相關係數 40
表4-3-2 整體測量模式分析 41
表4-4-1 研究假設檢定 42
表4-5-1 假說檢定結果彙整 43

圖目錄
圖1-3-1 研究流程 4
圖2-3-1 口碑對接受者因素 11
圖3-1-1 研究架構 25
圖4-4-1 整體模型假設檢定 42

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台灣大學商學研究所碩士論文
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中興大學高階經理人碩士在職專班碩士論文
溫淑戀(2003)，行動電話顧客滿意度與忠誠度關聯之研究－以大台北高中(職)生為
例，私立大同大學事業經營研究所碩士論文
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碩士論文
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