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研究生:王添成
論文名稱:產品知識、知覺風險、知覺價值、顧客滿意度與購買意願之研究—以投資理財商品為例
指導教授:林哲鵬林哲鵬引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:企業管理學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:73
中文關鍵詞:投資型商品產品知識知覺風險知覺價值顧客滿意度購買意願
外文關鍵詞:Investment productsproduct knowledgeperceived riskperceived valuecustomer satisfactioncustomer loyalty
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現今投資型商品市場上有許多品牌,目前文獻資料對投資型商品的研究,大部分集中在財務金融分析的研究領域,對消費端的研究相對不足;本研究目的探討產品知識、知覺風險、知覺價值、顧客滿意度與購買意願之關係。本研究在保險分公司進行面訪去收集資料,統計分析是採用敘述性統計、信度分析、因素分析與迴歸分析以檢定研究假設。研究結果未來會在本論文討論。因此,透過探討消費者對投資型商品之購買意願及其影響因素之研究,可提供保險業者在發展相關產品時,做為行銷與經營策略之參考,期能以適當的行銷商業模式提高產業競爭力。本研究採便利抽樣方式進行實體與網路問卷之取得,回收有效問卷252份,回收率為25.2%。本研究採SPSS統計軟體進行迴歸分析,驗證本研究提出的架構模式並檢定變數是否具有顯著水準。本研究實證結果發現,影響投資型商品購買意願之變數間相互關係為:(1)「產品知識」對「顧客滿意度」具有顯著正向的影響關係,(2)「知覺風險」對「顧客滿意度」具有顯著負向的影響關係,(3)「知覺價值」對「顧客滿意度」具有不顯著的影響關係,(4)「產品知識」對「購買意願」具有不顯著的影響關係,(5)「知覺價值」對「購買意願」具有不顯著的影響關係,(6)「顧客滿意度」對「購買意願」具有顯著的正向影響關係,(7)「產品知識」對「知覺價值」具有顯著正向的影響關係,(8) 知覺風險」對「顧客滿意度」具有顯著負向的影響關係。
Abstract
There are several brands in the insurance market. Consumers evaluate the brand image result in the different opinions. Several firms use marketing strategy to stimulate the purchase of the consumer. However, this is major issue whther the purchase willingness can be determined by implementing marketing activities. The purpose of research is to examine the relationship of product knowledge, perceived risk, perceived value, customer satisfaction & customer loyalty. The research uses personal interview to collect data. Accordingly, the statistical analysis method will adopt descriptive statistics, reliability analysis, factor analysis & regression analysis to test research hypotheses. The research results will be discussed.
目 錄 IV
圖目錄 V
表目錄 VI

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5

第二章 文獻探討 9
第一節 產品知識 9
第二節 知覺風險 10
第三節 知覺價值 13
第四節 顧客滿意度 15
第五節 購買意願 16
第六節 總結 19

第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 20
第三節 變數定義及衡量 21
第四節 研究設計 25
第五節 調查方法 25
第六節 統計分析方法 26

第四章 實證結果 29
第一節 樣本結構分析 29
第二節 敘述性統計 33
第三節 信度分析 40
第四節 因素分析 45
第五節 迴歸分析 49
第六節 小結 54

第五章 結論 56
參考文獻 58
附 錄 一 69

圖目錄
圖 1-1 研究流程圖 5

表目錄
表2-1 知覺風險相關文獻表 12
表2-2 認知價值相關研究整理表 14
表3-1 產品知識衡量問項表 21
表3-2 知覺風險衡量問項表 22
表3-3 知覺價值衡量問項表 23
表3-4 顧客滿意度的衡量項目 24
表3-5 購買意願衡量問項表 24
表4-1 性別樣本結構統計分析 29
表4-2 年齡樣本結構統計分析 30
表4-3 教育程度樣本結構統計分析 30
表4-4 職業別樣本結構統計分析 31
表4-5 每月平均收入樣本結構統計分析 32
表4-6 購買經驗樣本結構統計分析 32
表4-7 產品知識之敘述性統計分析 33
表4-8 知覺風險之敘述性統計分析 34
表4-9 知覺價值之敘述性統計分析 35
表4-10 顧客滿意度之敘述性統計分析 36
表4-11 購買意願之敘述性統計分析 37
表4-12 性別之敘述性統計分析 37
表4-13 平均年齡之敘述性統計分析 38
表4-14 教育程度之敘述性統計分析 38
表4-15 職業之敘述性統計分析 39
表4-16 平均收入之敘述性統計分析 39
表4-17 產品知識之信度分析 40
表4-18 知覺風險之信度分析 41
表4-19 知覺價值之信度分析 42
表4-20 顧客滿意度之信度分析 43
表4-21 購買意願之信度分析 44
表4-22 產品知識之因素分析 45
表4-23 知覺風險之因素分析 46
表4-24 知覺價值之因素分析 47
表4-25 顧客滿意度之因素分析 48
表4-26 購買意願之因素分析 49
表4-27 產品知識、知覺風險、知覺價值、顧客滿意度與購買意願之迴歸分析表 50
表4-28 產品知識、知覺風險、知覺價值與顧客滿意度之之迴歸分析表 51
表4-29 產品知識與知覺價值之迴歸分析表 53
表4-30 研究假設檢定及實證結果彙整表 54
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