臺灣博碩士論文加值系統

綜觀現階段有關服務品質的定義中，可發現許多學者均同意服務品質是態度的一種形式。所謂態度，應具有認知、情感及意願三項主要的成分。然而在以往的服務品質衡量中，可發現多數量表所使用的問項，似乎較偏向認知成分方面的衡量，而較少著墨於情感成分方面。此外，由以往文獻可知，態度中的認知與情感兩項要素不但可能會相互影響，更可能都會影響意願要素，進而影響其行為。因此，在探討消費者對某公司所持有的服務品質態度時，便不能只重視對該公司所擁有的認知內涵，而是應同時重視認知與情感兩者內涵。因此，本研究先探討服務品質中有關認知與情感成分的內涵。另一項重點，即是在探討服務品質態度中的認知與情感兩成分，究竟何者對於消費者購買意願或行為的解釋程度較高。並研究服務品質認知與情感份對消費者購買意願的影響，是否會隨著消費者的不同，而產生顯著的差異。研究發現如下：
一、服務品質態度中認知成分、情感成分對消費者購買意願的影響方面：經由回歸分析發現，服務品質態度中認知成分與情感兩成分皆影響消費者購買意願，且情感成分對購買意願的影響較大。
二、服務品質認知與情感成分對消費者購買意願的影響，是否會隨著性別的不同而不同。本研究發現，女性對整體認知與情感成分的重視程度皆高於男性，然而並無顯著的差異。在認知成分方面，男性較重視可靠性、有形性及便利性的服務，女性較重視可靠性、有形性及便利性的服務。在情感成分方面，男性較重視個人化及自我實現的服務，女性較重視關懷、個人化及自我實現的服務。其中，女性又比男性較重視認知成分中的便利性構面，及情感成分中的關懷性。

目 錄
頁次
第壹章 緒論……………………………………………………1
第貳章 文獻探討……………………………………………….4
第一節 服務品質…………….……………….…………………4
第二節 態度………………….…………….………….………18
第三節 消費者行為……………………………….……..……24
第參章 研究方法………………………………………………26
第一節 觀念架構……………………………………………….26
第二節 變數定義與衡量……………………………………….27
第三節 研究假設………………..…………………….………30
第四節 研究對象及研究過程……...…………………….….32
第五節 資料分析方法…………………………………….……39
第肆章 研究結果……………………………………………...40
第一節 量表之信度與校度分析……………………………….40
第二節 假設之驗證…………………………………………….49
第伍章 結論與建議……………………………………………53
第一節 結論…………………………………………………….53
第二節 建議…………………………………………………….54
參考文獻……………………………………………………………55
附錄…………………………………………………………………62

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