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研究生:劉姿廷
研究生(外文):Tzu-ting Liu
論文名稱:景觀咖啡廳意象、知覺價值與忠誠度—轉換成本的干擾效果
論文名稱(外文):SCENERY COFFEEHOUSE IMAGE, PERCEIVED VALUE, AND LOYALTY--THE MODERATING EFFECTS OF SWITCHING COST
指導教授:陳寬裕陳寬裕引用關係
指導教授(外文):Kuan-yu Chen
學位類別:碩士
校院名稱:南華大學
系所名稱:旅遊事業管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:129
中文關鍵詞:忠誠度知覺價值商店意象轉換成本
外文關鍵詞:Switching CostsLoyaltyPerceived ValueStore Image
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  以往關於餐飲業營運或服務之研究,大多著重在營運管理、績效評估上,且已有許多學者探討轉換成本與顧客滿意、忠誠度之間的關係,較少探討商店意象、知覺價值對顧客忠誠度之影響效果,對於消費者轉換成本於其間關係的合併考量,更是闕如,為彌補相關文獻的不足,本研究將消費者轉換成本納入考量,以探討不同的轉換成本於商店意象、知覺價值對顧客忠誠度間的干擾效果。
 
  基於此,本研究以古坑華山咖啡廳的消費者為研究對象,利用結構方程模型探討消費者對商店意象、知覺價值與忠誠度間的因果關係,並深入檢驗轉換成本對該關係的干擾效果。研究結果證實商店意象與知覺價值對消費者忠誠度會產生正向之影響力,且確認了轉換成本於其間關係的干擾效果,亦即,當景觀咖啡廳具有低轉換成本特質時,不論在商店意象對忠誠度,或在知覺價值對忠誠度的正向影響力均大於具有高轉換成本特質者。
  Looking back on the past literature, there were a number of scholars to explore the relationship between customer satisfaction, loyalty and switching cost. However, most research of the operations or services of restaurant industry were focused on the operational management, perfor- mance evaluation, the less impressed to explore store image, perceived value and the effect on customer’s loyalty. Especially take Switching costs as a moderating role in which the relationship between store image, perceived value and customer loyalty. In order to compensate for the lack of relevant literature, this study will take the consumer switching costs into consideration, to examine the model of store image, perceived value and customer loyalty.
 
  On the basis of the reason, this study takes the consumers of Ku keng coffeehouse as the population of research. It utilizes the structural equation model to discuss the causation of store image, perceived value and loyalty to the consumers, and also examine in depth the moderating effects of switching costs to the causation. The results of the research have confirmed that the store image and perceived value have positive influence to the consumer’s loyalty, meanwhile, identify the moderating effects of switching costs. In other words, regardless of the store image to the loyalty or perceived value to the loyalty as scenery coffeehouse has low switching costs, the positive effect of both are stronger then the one which has high switching costs.
中文摘要•••••••••••••••••••••••••••••••••••i
英文摘要••••••••••••••••••••••••••••••••••ii
目錄•••••••••••••••••••••••••••••••••••••iii
表目錄••••••••••••••••••••••••••••••••••••v
圖目錄•••••••••••••••••••••••••••••••••vii
 
第一章 緒論•••••••••••••••••••••••••••••1
1.1研究背景•••••••••••••••••••••••••••••••1
1.2研究動機•••••••••••••••••••••••••••••••2
1.3研究目的•••••••••••••••••••••••••••••••4
1.4研究對象與範圍•••••••••••••••••••••••••5
1.5研究流程••••••••••••••••••••••••••••••6
1.6論文架構••••••••••••••••••••••••••••••7
 
第二章 文獻探討••••••••••••••••••••••••••8
2.1現況介紹•••••••••••••••••••••••••••••••8
2.2商店意象••••••••••••••••••••••••••••••14
2.3知覺價值••••••••••••••••••••••••••••••27
2.4忠誠度•••••••••••••••••••••••••••••••••37
2.5轉換成本••••••••••••••••••••••••••••••••45
2.6商店意象、知覺價值、忠誠度、轉換成本之關聯性•••••52
 
第三章 研究方法•••••••••••••••••••••••••••••••55
3.1研究架構•••••••••••••••••••••••••••••••••••••••55
3.2研究假設•••••••••••••••••••••••••••••••••••••56
3.3研究變數之操作型定義•••••••••••••••••••••••••57
3.4問項衡量與問卷設計•••••••••••••••••••••••••58
3.5抽樣設計••••••••••••••••••••••••••••••••••63
3.6資料分析方法•••••••••••••••••••••••••••••••64
 
第四章 研究結果與討論••••••••••••••••••••••••69
4.1樣本基本屬性分析••••••••••••••••••••••••••••69
4.2現況分析•••••••••••••••••••••••••••71
4.3各構面差異性分析••••••••••••••••••••••76
4.4商店意象量表之因素分析•••••••••••••••••••••79
4.5衡量模式之評估•••••••••••••••••••••••••82
4.6整體模式之關係分析••••••••••••••••••••••••90
4.7干擾效果的檢定••••••••••••••••••••••••••••98
 
第五章 結論與建議••••••••••••••••••••••••••106
5.1研究結論•••••••••••••••••••••••••••••••••106
5.2管理意涵•••••••••••••••••••••••••••••••••109
5.3研究限制•••••••••••••••••••••••••••••••••111
5.4後續建議•••••••••••••••••••••••••••••••••112
 
參考文獻••••••••••••••••••••••••••••••••••••113
 
附錄一研究問卷••••••••••••••••••••••••••••128
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