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研究生:林素麗
研究生(外文):CHAEMCHAMRAT, SUNISA
論文名稱:負面口碑、商店印象、顧客滿意度與顧客忠誠度對再購意願之影響─以台灣及泰國便利商店為例
論文名稱(外文):The Effects of Negative Word of Mouth, Store Image, Customer Satisfaction and Customer Loyalty on Repurchase Intention - A Case Study of Taiwan and Thailand's Convenience Stores
指導教授:周秀蓉周秀蓉引用關係
指導教授(外文):CHOU, HSIU-JUNG
口試委員:洪淑玲李淑芬周秀蓉
口試委員(外文):HUNG, SHU-LINLEE, SHU-FENCHOU, HSIU-JUNG
口試日期:2017-07-11
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:235
中文關鍵詞:負面口碑商店印象顧客滿意度顧客忠誠度再購意願
外文關鍵詞:Negative Word-of-MouthStore ImageCustomer SatisfactionCustomer LoyaltyRepurchase Intention
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隨著整體經濟快速發展帶動了人民生活品質的改善與提升,便利商店已成為需要快速便利的消費者之主要購物通路,更是流行與創意的新生活型態。然而,在如此激烈競爭的市場環境,加上難以控制負面口碑的傳播會影響消費者購買後行為態度的情況下,要如何提升服務品質並抓住顧客的心,讓顧客成為忠誠顧客,並能再度光臨,是一個非常重要的課題。

本研究旨在探討台灣與泰國便利商店之負面口碑、商店印象、顧客滿意度、顧客忠誠度與再購意願間之關聯性,並以台灣與泰國便利商店消費者為研究樣本,透過網路問卷各發放 450 份至台灣與泰國的消費者,有效回收問卷分別為 425 及 415 份,有效回收率分別為 94.4% 及 92.2%,且採用 SPSS 18.0 統計分析軟體進行分析。研究結果發現,本研究之台灣與泰國便利商店受訪者大部分以上班族年輕女性為主,居住所在區域以住宅區佔絕大多數,反映出大部分的消費者屬於便利性生活方式的人,而 7-11 為台灣與泰國消費者最常光顧之便利商店。其次,經統計檢定結果發現,台灣與泰國便利商店的負面口碑對再購意願的影響存在差異;台灣與泰國便利商店的商店印象對顧客滿意度、顧客忠誠度與再購意願的影響存在差異;台灣與泰國便利商店的顧客滿意度、顧客忠誠度與再購意願之間皆存在正向關係;且台灣與泰國便利商店的顧客滿意度與顧客忠誠度皆具有中介效果。

研究結果可有助於深入瞭解變數間的互動關係,並提供連鎖便利商店業者在實務經營策略上之參考,期望對於連鎖便利商店的業者,在經營方面有實務上的貢獻,並能成為未來進行相關研究的新方向。
Due to the fastest-growing economies in the world, convenience stores have become the major shopping channel for consumers needing a quick and easy product or service. This leads to an improvement in the quality of people's lives. However, it's highly competitive environment coupled with the difficulty in controlling the spread of negative word-of-mouth (which can affect consumer buying behavior) raises important questions on how to improve the quality of service (to capture the heart of customer) and build customer loyalty (which increases repeat purchases).

This paper will close the aforementioned gap by examining the relationships among the following variables in the convenience retail industry: negative word-of-mouth, store image, customer satisfaction, customer loyalty, and repurchase intention. 900 questionnaires were sent to customers of convenience stores in Taiwan and Thailand. A total of 425 and 415 questionnaires were returned, yielding an overall return rate of 94.4% and 92.2%, respectively. In addition, the SPSS 18.0 statistical software was used for data analysis. Firstly, the results show that most of the respondents are young female office workers and the majority lived in a residential area, reflecting that most of the respondents live a convenient lifestyle. Additionally, 7-11 is the convenience store that Taiwan's and Thailand's consumers most frequently visit. Secondly, the results of the statistical analysis indicates that Taiwan's and Thailand's convenience stores show a significant difference in the unfavorable effect of negative word-of-mouth on repurchase intention. There is a significant difference in the positive effect of store image on customer satisfaction, customer loyalty, and repurchase intention. There are significant positive effects among customer satisfaction, customer loyalty, and repurchase intention. Lastly, customer satisfaction and customer loyalty mediates the effect of store image and customer loyalty, and then customer satisfaction and repurchase intention. The results of the study can help make sense of the interactions among the variables and can be used as a reference point for the practitioner's business strategy. It is expected that it will be a practical contribution to the business of convenience stores and can pave a new direction for future research.
摘要…………………………………………………………………………………………….i
Abstract………………………………………………………………………………………...ii
致謝………………………………………………………………………………………….....iii
目錄………………………………………………………………………………………….....iv
表目錄……………………………………………………………………………………….....vi
圖目錄……………………………………………………………………………………….....xi
第壹章 緒論………………………………………………………………………………...1
第一節 研究背景與動機…………………………………………………………….1
第二節 研究目的…………………………………………………………………….7
第三節 研究流程輿論文架構……………………………………………………….8
第貳章 文獻探討………………………………………………………………………….10
第一節 負面口碑…………………………………………………………………...10
第二節 商店印象…………………………………………………………………...20
第三節 顧客滿意度……………………………………………………………...…31
第四節 顧客忠誠度………………………………………………………………...42
第五節 再購意願…………………………………………………………………...53
第參章 研究方法………………………………………………………………………….63
第一節 研究架構…………………………………………………………………...63
第二節 研究假設…………………………………………………………………...64
第三節 操作型名詞定義與問卷量表設計………………………………………...71
第四節 研究設計…………………………………………………………………...81
第五節 資料分析方法……………………………………………………………...83
第肆章 研究結果與分析…………………………………………………………….……86
第一節 敘述性統計分析…………………………………………………………...86
第二節 效度與信度分析………………………………………………………….109
第三節 差異性分析……………………………………………………………….112
第四節 相關分析……………………………………………………………….…146
第五節 迴歸分析……………………………………………………………….…156
第六節 假設驗證結果…………………………………………………………….181
第伍章 結論與建議…………………………………………………………….……..…183
第一節 研究結論………………………………………………………………….183
第二節 學術貢獻與管理意涵………………………………………….…………187
第三節 研究限制及後續研究建議…………………………………….…………189
參考文獻…………………………………………………………….……..…….…..…..…190
一、中文部分………………………………………………………………...…….190
二、外文部分………………………………………………………………...…….198
附錄一 問卷-中文部分………………………………………………..…….…..…..…211
附錄二 問卷-泰文部分………………………………………………..…….…..…..…217

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