臺灣博碩士論文加值系統

本研究是從行銷7P策略的角度，探討影響消費者行動電話再購意願之因素，7P策略包括產品策略、價格策略、通路策略、促銷策略、服務人員策略、服務流程策略以及廠牌形象策略。採用問卷調查方式，以533位有使用過行動電話之消費者為研究對象，模型之依變數為消費者再購意願的程度，自變數包括行動電話業者給予消費者的產品策略、價格策略、通路策略、促銷策略、服務人員策略、服務流程策略以及廠牌形象策略七構面進行實證測試。結果顯示產品策略之產品創新與通路策略之通路管道性對消費者再購意願呈顯著正向影響，而產品策略之產品品質、價格策略、通路策略之距離便利性、促銷策略、服務流程策略與廠牌形象等策略對消費者再購意願的影響，在分享推薦與流行需求兩個再購意願因素情況下，顯著的因素呈現些微差異，因此，影響消費者再購意願之關鍵因素，主要仍以產品創新與通路管道性兩因素為重要考量。本研究結果可提供行動電話業者在未來推出新產品時，可依此瞭解消費者的需求，做完善的行銷策略評估，以期在行動電話市場飽和與激烈的競爭環境下，滿足消費者多元化的產品需求，並增加消費者的再購意願，達到行動電話業者永續經營與消費者滿意度提升之雙贏局面。

This thesis is based on the concept of 7P strategies (Product, Price, Place, Promotion,
People, Process, and Brand Image), and explores the factors affecting the repurchasing
intention of mobile phones. Using the 533 consumers using mobile phones as the
questionnaire objects, the dependent variable is the intention of consumers' repurchasing
mobile phones; the independent variables include the seven dimensions strategies such as
product, pricing, channel, promotion, service personnel, service process, and brand image.
Consequently, the product strategy of innovation and channel strategy of distribution have a
significant effect on consumers’ repurchasing intention. However, the product strategy of
quality, price strategy, channel strategy of convenience, promotion strategy, service process
strategy, and brand image strategy also have an effect on consumers’ repurchasing intention,
but the effect differences exist under two repurchasing factors from the recommending and
the fashion demand. Therefore, the product of innovation and distribution will be the major
factors to be considered by consumers before repurchasing mobile phones. This thesis helps
the mobile phone industry understand consumers’ needs and evaluate the marketing strategy,
satisfy consumers’ diverse needs, and increase the intention of consumers’ repurchasing
mobile phones in this competition market in order to reach a win-win situation between the
mobile phone industry and consumers.

謝 誌 Ⅰ
摘 要 Ⅱ
Abstract Ⅲ
目 錄 IV
表目錄 Ⅵ
圖目錄 Ⅷ
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 研究架構與流程 4
第二章 文獻探討與假說建立 7
第一節 再購意願之相關獻 7
第二節 產品策略之相關文獻 8
第三節 價格策略之相關文獻 11
第四節 通路策略之相關文獻 13
第五節 促銷策略之相關文獻 17
第六節 服務人員策略之相關文獻 18
第七節 服務流程策略之相關文獻 20
第八節 廠牌形象策略之相關文獻 22
第三章 研究設計 27
第一節 研究架構 27
第二節 研究對象與抽樣方式 27
第三節 資料分析方法 28
第四節 操作性定義與衡量 30
第四章 研究結果與分析 39
第一節 問卷回收與敘述統計分析 39
第二節 因素分析與信度分析 46
第三節 相關分析 54
第四節 多元迴歸分析 56
第五章 結論與建議 65
第一節 結論與管理意涵 65
第二節 研究限制與後續研究建議 67
參考文獻 69
附錄－【問卷調查表】 79

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