臺灣博碩士論文加值系統

隨著人口成長、人口老化、所得增加、物價波動、科技普及、與政策更迭等因素，近年來我國國民對醫療器材需求已大量、快速地增加。另外，從供給面來看，醫療器材販賣業之店家數逐年增加，故醫療器材業之競爭日趨激烈。本研究亟欲從醫療用品零售商之角度探討消費者購買此一產品之行為，藉以瞭解消費者會因為哪些因素促使其對某一商店採取購買行為。
本研究從商店印象觀點探討形成顧客滿意度之因素，以及顧客獲致消費滿足對商店忠誠度之影響。此外，在顧客滿意度形成的過程，訊息來源與消費者特性對於此一過程之干擾影響。
為探究上述之課題，本研究以購買醫療用品之消費者進行問卷調查，並針對312份有效樣本進行資料分析。結果顯示，（一）商店印象之產品、人員服務、氛圍、促銷將影響顧客在「產品與服務」的滿意度，而商店位置則對消費者產生購買效率之滿意度，（二）顧客滿意度越高將增強對商店未來之再購意願與行為，（三）訊息來源不同將使顧客對商店之人員服務與產品產生差異性知覺，進而影響其對產品與服務之滿意度，（四）消費者特性之年齡、學歷、與家庭月平均收入將會影響商店印象之知覺與「產品與服務」滿意度之關係。本研究將對於上述之研究結果提供學術與實務意涵。

Based on the database of the “Health Expenditure of Private Sector in Taiwan” . The expenditure of medical article accounts of health care has been growth 5.5 from 1995 to 2001. Following these data, we can understand that demean of the medical article is increasing. On the other hand, form the supply of medical article industry has been 20,560 before 2001. So the stores become competitive situation in the medical article environment.
We want to research the process of customer satisfaction during buying medical article from the store image view, and how customer satisfaction formulate with product, service and buying, which influence their repurchasing intention and behavior loyalty on the special store. We also want to study how personal information and customer characteristics influence the customer buying the medical article based on the store image. Though the questionnaire survey method, we collect the 312 data.
Empirical results show that: (1) the product, personal service, promotion among the store image influence the customer satisfaction with product and service. (2) The customer satisfaction influence customer’s repurchasing intention and behavior in the store. (3) Personal difference information is the role of moderator within customer feels the store image of partial attributions to their satisfaction. (4) Partial customer characteristics also influence customer satisfaction during buying medical article. However even if customers feel satisfacting, they may be transferring the store. After that, we suggest future research needs to involve the customer behavior on medical article industry.

中文摘要…………………………………………………………………………i
英文摘要…………………………………………………………………………ii
誌謝………………………………………………………………………………iii
目錄………………………………………………………………………………iv
表目錄……………………………………………………………………………v
圖目錄……………………………………………………………………………vi
第一章 緒論……………………………………………………………………..1
第一節 研究背景與動機……………………………………………………..1
第二節 研究問題與目的………………………………………………….….3
第三節 研究範圍……………………………………………………………..5
第四節 研究流程……………………………………………………………..6
第二章 文獻探討………………………………………………………………..8
第一節 顧客滿意度…………………………………………………………..8
第二節 商店印象……………………………………………………………..13
第三節 消費者特性與訊息來源……………………………………………..23
第四節 商店忠誠度…………………………………………………………..36
第三章 研究方法……………………………………………………………..38
第一節 研究架構……………………………………………………………..38
第二節 研究假說……………………………………………………………..40
第三節 變數操作性定義與衡量……………………………………………..44
第四節 研究設計……………………………………………………………..51
第五節 資料分析方法………………………………………………………..53
第六節 整體效度及信度分析………………………………………………..56
第四章 資料分析與實證研究…………………………………………………59
第一節 研究變項之描述性分析……………………………………………..59
第二節 主要構面之因素分析………………………………………………..68
第三節 本研究主要構面之迴歸分析..………………………………………74
第四節 訊息來源與消費者特性之干擾作用………………………………..78
第五章 研究結論與建議………………………………………………………88
第一節 研究結論……………………………………………………………..88
第二節 研究意涵……………………………………………………………..92
第三節 研究限制與後續研究建議…………………………………………..95
參考文獻…………………………………………………………………………96
附錄---研究問卷102

【中文部分】
何昭賢，2000，產品屬性、訊息來源對廣告溝通效果的影響，東吳大學，碩士論文。
吳明隆，2000，SPSS統計應用實務，松岡電腦圖書股份有限公司，台北。
吳萬益、林清河，2001，企業研究方法，華泰書局，台北。
馮晉嘉，1999，臺灣醫療器材產業技術移轉績效之研究，長榮管理學院，碩士論文。
黃永松，2001，醫療器材業經營策略之研究，國立政治大學，碩士論文。
黃俊英，2002，行銷學的世界，天下遠見出版公司，台北。
黃俊英，2001，多變量分析，七版，華泰書局，台北。
黃偉邦，1999，醫療器材產品購買行為中之資訊處理之研究，國立交通大學，碩士論文。
陳敏郎，2001，廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學經營管理，碩士論文。
鄒金峰，2002，台灣保健食品實體零售通路暨GNC專賣通路之消費行為研究，國立交通大學，碩士論文。
練乃華、留淑芳，2003， “口耳相傳訊息之傳播及對消費者購買行為之影響：文獻回顧與評論”，中山管理評論，頁283-308。
蕭晴宜，2002，咖啡連鎖店業者與消費者商店形象認知之比較研究－－以台北縣市，淡江大學，碩士論文。
Engel, J. F., Blackwell, R. D. & Miniard, P. W. , 1995，消費者行為，王志剛、謝文雀譯，華泰書局，台北。
Kerlinger, F. N. & Lee, H. B., 2002，研究方法，黃營杉、汪志堅，華泰書局，台北。
Kotler, P., 2000，行銷管理學，方世榮，東華書局，台北。
【英文部分】
Anderson, E. W., Fornell, C. & Lehmann, D. R. (1994), “Customer satisfaction, market share, and profitability: findings from sweden”, Journal of Marketing, 58, pp. 53-66.
Arons, L.(1961), “Dose television viewing influence store image and shopping frequency?”, Journal of Retailing. 37(3), pp.1-12.
Athanassopoulos, A. (2001) “Behavioural responses to customer satisfaction: an empirical study”, European Journal of Marketing, 35(5/6), pp. 687-707.
Baker, J., Parasuraman, A., Grewal, D. & Voss, G. B. (2002), “The influence of multiple store environment cues on perceived merchandise value and patronage intentions”, Journal of Marketing, 66(April), pp.120-141.
Bell, S. J. (1999), “Image and consumer attraction to intraurban retail areas: an environmental psychology approach”, Journal of Retailing and Consumer Services, 6, pp. 67-78.
Bei, L. T. & Chiao, Y. C. (2002), “An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,15, pp. 125-139.
Bendapudi, N. & Berry, L. L. (1997), “Customers’ Motivations for Maintaining Relationships with Service Providers”, Journal of Retailing, 73(1), pp.15-37.
Berman, B. & Evans, J. R. (1995), Retail management: a strategic approach, 6th ed. NJ: Prentice-Hall International London.
Bloemer, J. & Odekerken-Schröder, G. (2002), “Store satisfaction and store loyalty explained by customer-and store-related factors”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, pp. 68-80.
Bloemer, J. & Schröder G. S. (2002), “Store satisfaction and store loyalty explained customer- and store-related factors”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,15, pp. 125-139.
Bloemer, J. & Ruyter, K. de (1998), “On the relationship between store image, story satisfaction and store loyalty”, European Journal of Marketing, 322(5/6), pp. 499-513.
Boulding, K. E. (1956), “A framework for marketing image management”, Sloan Management Review, 10, 94-104.
Burnham, T. A., Frels, J. K. & Mahajan, V. (2003), “Consumer switching costs: a typology, antecedents, and cosequencess”, Journal of the Academy of Marketing Science, 31(2), pp. 109-126.
Capraro, A. J. & Broniarczyk, S. & Srivastava, R. K. (2003), “Factors influencing the likelihood of customer defection: the role of consumer knowledge”, Journal of the Academy of Marketing Science, 31(2), pp. 164-175.
Churchill, G. A. & Surprenant, C. (1982), “An investigation into the depernment of customer satisfaction”, Journal of marketing review, 19, pp. 491-505.
Cina, C. (1989), “Creation an effective customer satisfaction program” The Journal Business and Industrial Marketing, 4(2), pp. 33-42.
d’Astous, A. & Touil, N. (1999), “Consumer evaluations of movies on the basis of critics’ judgements”, Psychology & Marketing, 16, pp. 677-694.
Engel, J. F., Blackwell, R. D, & Kollat, P.T. (1982), Consumer Behavior Theory and Application, 4th ed., Dryden, Forth Worth.
Engel, J. F., Miniard, P. W. & Blackwell, R. D. (1998), “Consumer Behavior, 8th ed, Dryden, Chicago.
Fisk, G. (1961-1962), “A conceptual model for study in customer image”, Journal of Retailing, 37(4), pp.1-8.
Hempel, D. J. (1977), “Consumer satisfaction with the home buying process: conceptualization and Measurement”, The Conceptualization of Consumer Satisfaction and Dissatisfaction, Keith Hunt ed., M. A.: Marketing Science Institution, pp. 7.
Hui, M. K., Dube, L., & Chebat, J. C. (1997), “The impact of music on consumers’ reactions to waiting for services”, Journal of Retailing, 73(1), pp. 87-104.
Juhl, H. J., Kristensen, K. & Østergaard, P. (2002), “Customer satisfaction in european food retailing”, Journal of Retailing and Consumer Services, 9, pp. 327-334.
Keaveney, S. M. (1995), “Customer switching behavior in service industries: an exploratory study”, Journal of marketing, 59(April), pp. 71-82.
Kunkel,J. H. & Leonard L. B.(1968), “A behavioral conception of retail image”, Journal of Marketing, 38, pp. 21-27.
Kunkel, J. H. & Berry, L. L. (1968), “A Behavior Conception of Retail Images”, Journal of Marketing, 32, October, 32, p.26.
Lindquist, J. D. (1974), “Meaning of image”, Journal of Retailing, 50(4), pp.29-38.
Lindquist, J. D. (1968), “Meaning of Image: a Survey of Empirical and Hypothetical Evidence”, Journal of Retailing, 50(4), pp.29-38.
Martineau, P.(1958), “The personality of the retail store”, Harvard Business Review, 36, pp.47-55.
Mitchell, V. W. (2001), “Re-conceptualizing Consumer Store Image Processing Using Perceived Risk”, Journal of Business Research, 54, pp.167-172.
Mittal, V. & Kamakura, W. A. (2001), “Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics”, Journal of Marketing Research, XXXVIII(February), pp. 131-142.
Morgan, R. M. & Hunt, S. D (1994), “The commitment —trust theory of relationship marketing”, Journal of Marketing, 57,pp. 20-38.
Oliver, R. L. (1981), “Measurement and evaluation of satisfaction process in retail settings”, Journal of Retailing, 57(3), pp.25-49.
Oliver, R. L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, 17(4), pp.460-469.
Oxenfeldt, A. R. (1974), “Developing a favorable price-quality image”, Journal of Retailing, 50(4), pp.8-14.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research”, Journal of Marketing, 58, pp.111-124.
Slater, S. F(1997), “Developing a customer value-based theory of the firm”, Journal of Academy of Marketing Science, 25(2), pp.162-167.
Sirdeshmukh, D., Singh, J. & Sabol, B. (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, 66, pp. 15-37.
Sirohi, N., Mclaughlin, E. W. & Wittink, D. (1998), “A model of consumer perceptions and store loyalty intentions for a supermarket retailer”, Journal of Retailing, 74(2), pp. 223-245.
Singh, J. & Sirdeshmukh, D. (2000), “Agency and trust mechanisms in consumer sadtisfaction and loyalty judgments”, Journal of the Academy of Marketing Science, 28(1), pp.150-167.
Stephenson, R. P. (1969) “Identifying determinants of retail patronage”, Journal of Marketing, 33(July), pp.57-61.
Taylor, S. (1994), “Waiting for service: the relationship between delays and evaluations of service”, Journal of Marketing, 58(April), pp. 56-69.
Teas, R. K. & Agarwal, S. (2000), “The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value”, Journal of Academy of Marketing Science, 28(2), pp. 278-290.
Thang, D. C. L. & Tan, B. L. B. (2003), “Linking consumer perception to preference of retailing stores: an empirical assessment of the multi-attributes of store image”, Journal of Retailing and Consumer Services, 10, pp. 193-200.
Woodruff, R. B. (1997), “Customer value: the next source for competitive advantage”, Journal of the Academy of Marketing Science, 25(2), pp.139-153.
Wong, G. K M. (2003), “Consumers’ perspection of store image of join venture shopping centers: first-tier versus second-tier cities in China”, Journal of Retailing Consumer Services, 10, pp.61-70.
Wong, J. K. & Teas, R. K. (2001), “A test of the stability of retail store image mapping based on multientity scaling data”, Journal of Retailing and Consumer and Services, 8, pp.61-70.
Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996), “The behavior consequences of service quality”, Journal of Marketing, 60(April), pp.31-46.