本研究主要探討一般消費大眾對於購買「台鹽公司包裝飲用水產品」滿意度與再購買意願之關聯性，並加入人口統計變數進一步驗證對滿意度與再購買意願是否產生影響。
本研究針對曾經購買「台鹽包裝飲用水」之顧客為研究對象，共發出300份問卷，回收222份問卷，不良問卷16份，有效問卷206份，有效回收率為68.67%。利用SPSS 12.0套裝軟體及Amos 6.0來執行統計分析採用：信度分析、敘述性統計、驗證性因素分析、迴歸分析及獨立樣本t檢定與變異數分析，藉以探討消費大眾對於購買「台鹽公司包裝飲用水」產品之滿意度與再購買意願兩者之間的影響與關聯性。
研究結果發現：（一）消費者對於所購買之「台鹽包裝飲用水」的品質是呈現高度滿意的結果。（二）當顧客對「台鹽包裝飲用水」滿意度愈高時，對於消費者的再購買意願有正向影響。

The study focused mainly on exploration of ordinary customers for purchasing product of “Taiyen Bottled Water” with respect to the connection between the customers’ satisfaction and repurchase intention. And exert an influence customers’ satisfaction and repurchase intention while joining population variables.
The study adopted to questionnaire to purchasers of “Taiyen Bottled Water”, sent out 300 questionnaires, 206 valid questionnaires were returned, with a valid return rate of 68.67%. The SPSS 12.0 statistic method and Amos 6.0 were applied through the use of analysis, that including reliability analysis, descriptive statistics, factor analysis, multiple regression analyses and T-test to find the influence related between satisfaction and repurchase intention while customer purchase “Taiyen Bottled Water” products.
The result of this study is found: (1) the quality of “Taiyen Bottled Water” the result presented purchasers have a height satisfaction. (2) When value of customers’ satisfaction is higher, that would directly influence to the consumers’ repurchase intention.

目 錄
誌謝………………………………………………………………………….i
摘要……….…………………………………………………………………ii
Abstract………..…………………………………………………….……...iii
目錄………..…………………………………………………………….....iiii
圖目錄…………….………………………………………….…….…….....vi
表目錄….……………………….…………………...……….……....….....vii

第一章 緒論…………………….…………………………………….…...1

第一節 研究背景與動機……………………….……………………...1
第二節 研究目的…………………………………………….………..4
第三節 研究範圍……….…………………………………….……….4
第四節 研究步驟與流程……………………………….……………..5

第二章 文獻探討…………………………………………………..……..6

第一節 顧客滿意度………….……….….……….……………….......6
第二節 再購買意願……………………..……….……………….….13
第三節 台鹽公司現況與包裝水產業發展…..……….……………..15

第三章 研究方法………………………………………….…………….20

第一節 研究對象與架構…………………………………………….20
第二節 研究假設…………………………………………………….21
第三節 操作性定義及問卷設計…………………………………….22
第四節 抽樣與問卷發放………………………………………….…25
第五節 資料分析方法………………………………………...……..25

第四章 實證結果與分析………………………………………………..27

第一節 信度分析……………………………………………………..27
第二節 敘述統計分析………………………………………………..29
第三節 驗證性因素分析……………………………………………..33
第四節 廻歸分析…………....……………………………………......37
第五節 獨立樣本t檢定與變異數分析……….………..……………39

第五章 結論與建議………………………………………….………….44

第一節 研究與結論…………………………………………….…….44
第二節 研究限制………………………………………………….….45
第三節 研究建議…………………………………………………….45

參考文獻…………………………………………………………………..47
附錄：問卷內容………………...…….…………………………………..52

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三、參考網站
1.台鹽公司官方網站2007年公司年報 www.tybio.com.tw
2.emailcash市調網http://www.emailcash.com.tw
3.台鹽海洋水系列品牌故事http://gow.tybio.com.tw/index1.html