臺灣博碩士論文加值系統

本研究目的在於瞭解家具家飾公司商店印象對滿意度、忠誠度與再購意願各變項間的相互關係。本研究使用李克特七點量表為研究工具，來瞭解在不同變項當中，消費者之再購意願是否會產生顯著差異，並探討變項之間的相互之影響性。在研究方法設計上，本研究以高雄宜家家居（IKEA）家具家飾公司為實證公司，研究對象則為至實證公司購物之民眾，以便利抽樣調查方式配合問卷發放，經由相關文獻探討之後，作為問卷設計之依據。
本研究採用網路問卷與紙本問卷同時發放之方式，共發放461份問卷，回收443份問卷，有效問卷338份，有效樣本回收率為73.3%，並將收集之樣本資料以SPSS12.0進行信度分析、因素分析、T檢定、單因子變異數分析（ANOVA）、相關分析以及多元迴歸分析，經由實證結果後，得出以下之研究結論：
（一）商店印象、商店滿意度、忠誠度及再購意願間各構面因素均達顯著之正向相關。
（二）商店印象、商店滿意度、忠誠度及再購意願經由迴歸分析檢驗後，均達顯著水準，呈現正向之影響，符合本研究之假設。
（三）人口背景變項中部分變項對商店印象、商店滿意度、忠誠度以及再購意願會產生顯著之差異，而研究結果顯示樣本之人口背景變項對於各構面之變項呈現部分顯著之影響力。
研究結果顯示，家具家飾公司若要有效的增加消費者的再次購買意願，必須先加強消費者對家具家飾公司的商店印象，進而增加其商店滿意度並維持消費者之忠誠度，才能確實增加消費者之再次購買意願，並增加回客率。

This study attempts to determine the relations of different variables of store image among store satisfaction, loyalty and repurchase intention based on a furniture and home decor company. Likert type seven scale was applied in this study in order to ascertain whether consumers'' repurchase intention will cause any difference from the selected variables and inquire the correlative influence among those variables. The research adopted authentic IKEA Furniture Home Décor Company of Kaohsiung. The applied convenience sampling and questionnaires composing were aimed at the customers who had actually either visited or purchased in the selected furniture company in order to acquire the relevant documents and responses.
The questionnaires were issued via both paper based and the Internet. Issued total 461, returns with 443 copies, valid return with 338 copies and valid return rate is 73.3%. The statistic software SPSS12.0 was applied to examine the collected valid sample materials carried on reliability analysis, factor analysis, t-test, one-way ANOVA, correlation analysis and regression analysis methods. The analysis with the above mentioned methods concludes as follows:
1. Each factor is correlated positively with the store image created, the store satisfaction from its customers, the customer loyalty and repurchase intention.
2. Based on the result of the regression analysis, each variable is correlated positively with the store image created, the store satisfaction from its customers, the customer loyalty and repurchase intention, which corresponds with the assumption of this research. .
3. The demographic segmentation would create apparent differentiation under certain variables from the store image, store satisfaction, customer loyalty and repurchase intention. The result of the study shows that there are some apparent influences appeared that were affected dramatically by the census of the customers’ background from the sample gathered. .
The result of the study shows that if a furniture home décor company wants to increase consumers'' repurchase intention effectively; it must create a solid and positive store image foremost. Then increase the store satisfaction as well as maintain its customer loyalty. Consequently, the company will be able to create higher consumers'' repurchase intention furthermore, find a way to increase the repurchase rate.

謝 詞 I
中文摘要 III
ABSTRACT V
目　 次 VII
圖　 次 IX
表　 次 X
第一章 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 研究範圍與限制 4
第四節 研究流程 5
第五節 論文架構 7
第二章 文獻探討 8
第一節 商店印象 8
第二節 商店滿意度 17
第三節 忠誠度 28
第四節 再購意願 33
第三章 研究架構與方法 35
第一節 研究架構 36
第二節 研究假設 37
第三節 研究變項與操作型定義 41
第四節 研究對象及抽樣方式 46
第五節 研究工具及其信效度之考驗 47
第六節 資料整理與分析 52
第四章 資料分析與結果 54
第一節 樣本背景變項分析 54
第二節 信度分析 57
第三節 敘述性統計分析 59
第四節 因素分析 66
第五節 人口背景變項差異分析 71
第六節 相關分析 87
第七節 迴歸分析 93
第五章 研究結論與建議 98
第一節 研究結論 99
第二節 管理意涵 104
第三節 研究建議 106
參考文獻 107
附錄一 113
附錄二 118

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三、網路文獻
信義房屋不動產企研室（2006）。買屋預算七百萬有找最想買在北市大安區。2006年12月18日，取自網址http://www.sinyi.com.tw/news/02/main_01_1.asp?n3101=899&n3103=A02&n3119=1.
Wikipedia（2006）。宜家家居。2007年7月10日，取自網址http://zh.wikipedia.org/w/index.php?title=IKEA&variant=zh-tw。