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研究生:古蕙馨
研究生(外文):Hui-Hsin, Ku
論文名稱:兩岸電信業顧客知覺價值與信賴對顧客滿意度及行為意圖影響之研究
論文名稱(外文):The Comparing and Studying on the Influence of Customer Perceived Value, Trust and Behvioral Intentions in Taiwan and Mainland China's Telecommunication Companies.
指導教授:封德台
指導教授(外文):Te-Tai, Feng
口試委員:封德台田正利楊豐華
口試委員(外文):Te-Tai, FengCheng-Li, TienFeng-Hua, Yang
口試日期:2012-07-02
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:104
中文關鍵詞:顧客知覺價值顧客滿意再購意願尋找替代口碑
外文關鍵詞:Customer perceivedCustomer satisfactionRepurchase intentionSearch of alternativesWord of mouth
相關次數:
  • 被引用被引用:0
  • 點閱點閱:133
  • 評分評分:
  • 下載下載:6
  • 收藏至我的研究室書目清單書目收藏:0
在通訊科技的演進之下,現代的手機除了有典型的通話功能之外,還包含了PDA、遊戲、 照相機、時間、計時器、影音錄製等多項的功能,朝向手機帶有PDA功能之發展趨勢。這些用途促使人類的生活變得更加便利及多彩多姿,相反的對手機變得更加依賴,而電信公司的存在也就越來越重要了。
主要探討台灣地區與大陸地區之各家電信業用戶在使用該家電信服務後之顧客知覺價值、信賴對顧客滿意及行為意圖的影響,主要以兩岸地區各家電信用戶為研究對象,本研究問卷發放於台灣五都與上海地區,共計500份,其總回收率達99%。研究結果顯示:兩岸地區顧客知覺價值對顧客滿意有正向影響,且顧客滿意對再構意願以及口碑皆有正向影響,另外顧客滿意對尋找替代具有負向影響。

Under the evolution of communications technology, the modern mobile phone in addition to the typical call features also includes PDA, games, camera, time, timer, video and audio recording and many other functions towards the development trend of mobile phone with PDA functions. This purpose to promote human life has become more convenient and colorful, the opposite has become more dependent on the phone, and the presence of telecommunications companies is increasingly important.
Of customer perceived value of each of the Taiwan Area and Mainland Area of the telecommunications industry after the use of the telecommunications services, the impact of trust on customer satisfaction and behavioral intentions on both sides of each telecommunications user study, the questionnaire issued in Taiwan, five with the Shanghai area, a total of 500 copies, the total recovery rate of 99%. The results show that: both sides of customer perceived value has a positive impact on customer satisfaction and customer satisfaction has positive impact on the willingness to re-structure and word of mouth, and customer satisfaction on the search for alternative has a negative impact.

中文摘要 ..................... ii
英文摘要 ..................... iii
致謝辭  ..................... iv
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與目的............ 3
第三節  研究流程............... 4
第二章  文獻回顧................. 6
  第一節  知覺價值............... 6
  第二節  信賴................. 9
  第三節  顧客滿意............... 11
  第四節  行為意圖............... 13
  第五節  各個構念間之關係........... 15
  第六節  兩岸電信業概況............ 19
第三章  研究方法................. 23
  第一節  研究架構............... 23
  第二節  研究假設............... 24
第三節  研究變項之操作性定義與衡量...... 24
第四節  研究設計............... 29
第五節  資料分析與統計方法.......... 30
第四章  資料分析結果............... 33

第一節  樣本敘述性統計分析.......... 33
第二節  信度分析............... 39
第三節  效度分析............... 41
第四節  相關分析............... 46
第五節  人口統計變數與各構面間之關係..... 48
第六節  結構方程式之建立與分析........ 67
第五章  結論與建議................ 73
第一節  研究結論............... 73
第二節  理論意涵............... 74
第三節  實務意涵............... 76
第四節  研究限制與未來研究建議........ 78
參考文獻 ..................... 80
附錄一  台灣與大陸問卷............... 93

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三、網路文獻
王憶紅,自由時報2011 11 28 http://tw.news.yahoo.com/iphone-4s%E4%BB%8A%E9%96%8B%E8%B3%A3-%E8%B3%87%E8%B2%BB%E5%87%BA%E7%88%90-213000704.html
中華人民共和國工業和訊息化部2012/12/28 http://www.miit.gov.cn/n11293472/n11293832/n11294132/n12858447/14394821.html
維基百科2011/12/26 http://zh.wikipedia.org/wiki/%E7%A7%BB%E5%8A%A8%E7%94%B5%E8%AF%9D
國家通訊傳播委員會2012/12/14 http://www.ncc.gov.tw/chinese/gradation.aspx?site_content_sn=1972&is_history=0
劉翔,中時電子報2011/12/18 http://tw.news.yahoo.com/%E6%8B%93%E5%A2%A3%E7%94%A2%E7%A0%94%E5%B0%88%E6%AC%84-%E5%A4%A7%E9%99%B8%E5%8D%83%E5%85%83%E6%99%BA%E6%85%A7%E6%89%8B%E6%A9%9F-%E8%BF%85%E7%8C%9B%E6%90%B6%E5%B8%82-213000613.html

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