臺灣博碩士論文加值系統

隨著全球環境污染的問題日趨嚴重，汽車業者不斷的積極開發新能源技術加上政府相關受惠政策的支持，全球環保汽車佔有率快速成長，但是根據數據發現，台灣消費者面對全球環保車的盛行，汰換率僅緩慢成長，因此了解顧客所需的消費價值將成為政府主管單位及混合動力汽車經營管理階層擬定決策之重要依據。本研究採網路問卷調查法並使用結構方程式模型進行實證研究，共回收218份有效問卷。研究結果發現：(一) 功能價值、情感價值以及條件價值正向影響顧客滿意度。 (二)情感價值與認知價值不影響顧客滿意度。 (三)顧客滿意度與顧客忠誠度呈正向影響。

Attributed to the global environmental pollution problem becoming more and more serious, the auto industry is actively developing new energy technologies and supporting the government's relevant beneficiary policies. The global environmentally-friendly cars market has grown rapidly but, according to the data, Taiwanese consumers face global environmentally-friendly cars the prevalence of the replacement rate has only slowly growning.Such that understanding the consumer value required by customers will become an important basis for the government's competent authorities and the hybrid vehicle management to make decisions. This study uses the online questionnaire survey method and uses the structural equation modeling to conduct an empirical research, with 218 valid questionnaires. The research results show that: (1) Functional value, emotional value and conditional value positively affect customer satisfaction. (2) Emotional value and cognitive value do not affect customer satisfaction. (3) Customer satisfaction has a positive impact on customer loyalty.

摘要……………………………………………………………………….ⅰ
ABSTRACT……………………………………………………………...ⅱ
誌謝……………………………………………………………………...ⅲ
目錄……………………………………………………………………...ⅳ
表目錄…………………………………………………………………...ⅵ
圖目錄………………………………………………………………….ⅷ
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 研究架構與流程...............................4
第貳章 文獻探討.....................................5
第一節 消費價值理論基礎.............................5
2.1 功能價值.........................................6
2.2 社會價值.........................................6
2.3情感價值..........................................7
2.4 認知價值.........................................7
2.5 條件價值.........................................8
第二節 顧客滿意度...................................8
第三節 消費價值與顧客滿意度的關聯性..................9
第四節 顧客忠誠度..................................13
第五節 顧客滿意度與顧客忠誠度的關聯性...............13
第參章 研究方法....................................17
第一節 問卷抽樣方法................................17
第二節 問卷設計與衡量..............................17
第三節 資料分析方法................................22
第肆章 實證結果分析................................24
第一節 樣本資料分析................................24
第二節 信度與效度分析..............................25
第三節 敘述性統計..................................26
3.1消費價值各構面各問項之敘述性統計..................27
3.2基本資料對消費價值、顧客滿意度與顧客忠誠度的影響....30
第四節 結構方程式實證分析...........................43
4.1驗證式因素分析....................................43
4.2模型配適度........................................43
第五節 假說驗證.....................................50
第伍章 結論與建議...................................52
參考文獻.............................................56

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