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研究生:朱振添
研究生(外文):Chen-Tien Chu
論文名稱:知覺品質在美容沙龍商店印象對滿意度與行為意圖中介效果之研究:以芙韻(Exu)為例
論文名稱(外文):Perceived quality’s mediation between beauty salon’s storeimage, satisfaction, and behaveior intentions: The case of Exu
指導教授:賴鳳儀賴鳳儀引用關係
指導教授(外文):Fong-Yi Lai
學位類別:碩士
校院名稱:國立屏東科技大學
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:2006
畢業學年度:95
語文別:中文
論文頁數:104
中文關鍵詞:商店印象知覺品質滿意度行為意圖
外文關鍵詞:Store imageperceived qualitysatisfyactionloyalty
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一直以來,美容沙龍保養品供應商委託美容沙龍業者代銷產品,也因此,消費者相關資訊的取得有賴美容沙龍業者轉述,對於實際消費者感受的往往不足。本研究主要針對使用芙韻保養品的顧客進行商店印象對產品知覺品質、滿意度及行為意圖影響之研究。本研究以高高屏地區代銷妮新公司芙韻保養品的17家美容沙龍店之顧客共發出500份問卷,回
收有效問卷306份。經統計分析,主要研究發現有七點:(1)商店印象對知覺品質具顯著的正向影響效果。(2)知覺品質對於滿意度具顯著的正向影響效果。(3)知覺品質對於行為意圖具顯著的正向影響效果。(4) 商店印象對滿意度具顯著的正向影響效果。(5)商店印象對行為意圖具顯著的正向影響效果。(6)知覺品質在商店印象對滿意度具有部分中介效果。(7) 知覺品質在商店印象對行為意圖具有部分中介效果。
Due to the fact of beauty salon’s role as intermediaryfor skin care
products, consumer inforamtion often rely heavily on their reference, it has been lack of complete picture of beauty salon’s consumers. One of the brands in the beauty salon Industry – “Exu” is used to examine mediation of perceived quality between store image and satisfaction and behavior intentions. 500 questionnaires were distributed to 17 of Kaohsiung and Pingtung Exu’s retails beauty salons, and 306 valid samples were analyzed.
Major findings of this study were: (1). Store image positively affect perceive quality. (2). Perceived quality positively affect satisfaction. (3). Perceived quality positively affect behaveior intenion. (4). Store image positively affect satisfaction. (5). Store image positively affect behavior intention. (6). Perceived quality mediating store image and satisfaction. (7). Perceived
quality mediating store image and behavior intention.
目錄
摘要....................................................................................................................I
Abstract............................................................................................................. II
誌謝.................................................................................................................III
目錄.................................................................................................................IV
圖表索引.........................................................................................................VI
第一章緒論...................................................................................................1
第一節研究背景...................................................................................1
第二節研究動機...................................................................................2
第三節研究目的...................................................................................4
第二章文獻探討...........................................................................................5
第一節商店印象...................................................................................5
第二節知覺品質.................................................................................14
第三節滿意度.....................................................................................21
第四節忠誠度.....................................................................................26
第三章研究方法.........................................................................................33
第一節研究架構.................................................................................33
第二節研究假說推導.........................................................................33
第三節變數操作性定義與衡量.........................................................35
第四節信度分析.................................................................................46
第五節研究設計.................................................................................49
第六節資料分析方法.........................................................................52
第四章分析結果...........................................................................................54
第一節研究變數基本資料分析.........................................................54
第二節差異分析.................................................................................57
V
第三節迴歸分析.................................................................................68
第四節多重列聯表分析.....................................................................74
第五章結論與建議.......................................................................................77
第一節研究結果與討論.....................................................................77
第二節管理意涵與建議.....................................................................82
第三節研究限制與建議.......................................................................87
參考文獻.........................................................................................................89
中文部分..................................................................................................89
英文部分..................................................................................................90
附錄: 本研究之問卷.................................................................................101
作者簡介………………………………………………………………...…104
圖表索引
圖2-1-1 S-O-R 架構消費者零售購買行為的模型...............................13
圖2-2-1 知覺品質組成要素......................................................................18
圖2-4-1 Oliver 的四階段忠誠度模式.......................................................28
圖2-4-2 忠誠度三角模型..........................................................................29
圖2-4-3 行為理論的模式推論..................................................................30
圖3-3-1 本研究之研究架構圖..................................................................33
表2-2-1 Holbrook 和Corfman(1983)與Zeithaml(1988)對照.......17
表3-3-1 商店印象構面彙整......................................................................41
表3-3-2 商店印象構面題項來源彙整......................................................42
表3-4-1 商店印象之各個構面信度分析..................................................47
表3-4-2 知覺品質之各個構面信度分析..................................................48
表3-4-3 滿意度之各個構面信度分析......................................................48
表3-4-1 忠誠度之各個構面信度分析......................................................49
表3-5-1 本研究基本資料統計分析表......................................................51
表4-1-1 各變數之基本描述性分析..........................................................54
表4-1-2 各構面相關分析表......................................................................56
表4-2-1 不同的性別對各研究變數之差異分析......................................58
表4-2-2 不同的婚姻對各研究變數之差異分析......................................59
表4-2-3 不同的年齡對各研究變數之差異分析......................................60
表4-2-4 不同的職業對各研究變數之差異分析......................................61
表4-2-5 不同的教育程度對各研究變數之差異分析..............................62
表4-2-6 不同的薪資所得對各研究變數之差異分析..............................63
VII
表4-2-7 購買頻率對各研究變數之差異分析..........................................64
表4-2-8 消費金額對各研究變數之差異分析..........................................65
表4-2-9 人口統計變項與購買頻率之差異分析......................................66
表4-2-10 人口統計變項與購買金額之差異分析......................................67
表4-3-1 商店印象各構面對知覺品質之迴歸分析..................................68
表4-3-2 知覺品質對產品滿意、商店滿意、行為意圖之迴歸分析......69
表4-3-3 商店印象對產品滿意、商店滿意、忠誠度、更高價格之迴歸
分析.............................................................................................70
表4-3-4 知覺品質在商店印象與行為意圖中介效果..............................71
表4-3-5 知覺品質在商店印象與滿意/產品滿意的中介結果.................72
表4-3-6 知覺品質在商店印象與忠誠度/更高價格的中介結果.............73
表4-4-1 購買頻率* 消費金額* 婚姻狀況的多重列聯表分析..........74
表4-4-2 購買頻率* 消費金額* 教育程度的多重列聯分析表..........75
表4-4-3 購買頻率* 消費金額* 月薪所得多重列聯分析表..............76
表5-1-1 本研究驗證成果表......................................................................77
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