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研究生:廖采如
論文名稱:顧客滿意度模型之探討-兼論不一致性、涉入程度的影響
指導教授:李小梅李小梅引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理研究所
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:1999
畢業學年度:87
語文別:中文
論文頁數:160
中文關鍵詞:顧客滿意度資訊滿意度欲望一致性涉入程度
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  過去有關滿意度的研究,各學者主要著重在期望與產品實際績效之不一致性的探討,較少將欲望與期望區分開來,探討欲望與產品實際表現的一致性、先前購買經驗與產品實際表現的一致性,以及將滿意度區分為資訊滿意度與屬性滿意度。

本研究著眼在高低涉入情況下,探討滿意度的認知過程是否有顯著的不同,試圖區分出期望與欲望的不同;引進資訊滿意度的概念,檢測消費者對資訊的重視程度;加入自我形象一致性,更深入的探討消費者的心理層面。對於不一致性衡量方法採差異權重模式(additive difference model)的方法,判別出與標準不同的實際績效是好的或是壞的。

以實驗設計的方法來檢測消費者滿意度的認知過程,研究結果發現:就高涉入產品而言,一、期望、欲望、過去經驗與一致性呈負向關係;二、績效與一致性呈正向關係;三、自我形象一致性、過去經驗一致性、欲望一致性、期望一致性與屬性滿意度呈正向關係;四、欲望一致性、期望一致性與資訊滿意度呈正向關係。

就低涉入產品而言,只有期望一致性對屬性滿意度的影響不顯著,其他的結果與高涉入產品相同。
第一章 緒論…………………………………………………………1
第一節 研究背景……………………………………………………1
第二節 研究動機……………………………………………………3
第三節 研究目的……………………………………………………6
第四節 研究流程……………………………………………………7

第二章 文獻探討…………………………………………………9
第一節 消費者滿意度的定義……………………………………..9
第二節 消費者滿意度理論……………………………………….11
第三節 消費者滿意度之決定因素……………………………….20
第四節 涉入程度與滿意度相關文獻探討……………………….31

第三章 研究方法…………………………………………………36
第一節 研究架構………………………………………………….36
第二節 研究假設………………………………………………….39
第三節 變數定義與衡量………………………………………….43
第四節 實驗設計………………………………………………….48
第五節 前測與問卷設計………………………………………….49
第六節 抽樣程序………………………………………………….52
第七節 信度與效度的檢定……………………………………….53

第四章 資料分析…………………………………………………58
第一節 分析流程………………………………………………….58
第二節 操作檢定………………………………………………….59
第三節 咖啡:LISREL模式分析………………………………….63
第四節 機車:LISREL模式分析………………………………….79

第五章 結論與建議………………………………………………95
第一節 研究結論………………………………………………….95
第二節 研究建議…………………………………………………105
第三節 研究限制…………………………………………………109
第四節 後續研究建議……………………………………………110

參考文獻………………………………………………………………112
附錄一 前測問卷…………………………………………………….122
附錄二 問卷設計 機車……………………………………………..126
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