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研究生:吳政育
研究生(外文):Wu Cheng-Yu
論文名稱:顧客價值、顧客需求對購買意願之影響—以彰化縣教師之旅遊為例
論文名稱(外文):The Influence Of Customer Value And Needs For Their Willingness To Purchase-Take The Example Of Travel Of Changhua County Teachers.
指導教授:雷文谷雷文谷引用關係郎亞琴郎亞琴引用關係
指導教授(外文):Lei Wen-GuuLang Ya-Chin
口試委員:雷文谷黃娟娟楊志強
口試委員(外文):Lei Wen-GuuHwang Chean-CheanYang Chih-Chiang
口試日期:2012-07-13
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
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:75
中文關鍵詞:顧客價值顧客需求購買意願
外文關鍵詞:customer valuecustomer needpurchase intention
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本研究之主要目的探討國內旅遊場所顧客價值、顧客需求及購買意願之關係,並分析顧客價值、顧客需求對購買意願之預測力。本研究以彰化縣內過去一年內曾進行國內休閒旅遊之教師為對象進行問卷調查,並以立意取樣方式收集問卷,總計發出300份,回收之有效問卷為280份,有效問卷率93.33%。資料經統計分析後獲得以下結果:(1)國內旅遊場所之整體顧客價值為中高程度,其中以「倫理價值」較高;(2)國內旅遊場所之整體顧客需求為中高程度;(3)國內旅遊場所之整體購買意願為中高程度;(4)不同教育程度、不同月收入教師在旅遊場所的顧客價值、顧客需求及購買意願上均無顯著差異;(5)不同性別教師在顧客價值與顧客需求均達顯著差異(男>女);(6)不同年齡層教師在購買意願上有顯著差異(41~50歲>30歲);(7)顧客價值與顧客需求能有效預測顧客之購買意願。
The purpose of this research is to explore the relation between customers' values, needs, and the level of purchasing willingness concerning domestic traveling sights, further analyzing the predictability that customer value and customers’ needs have on the level of purchasing willingness. A questionnaire was conducted on teachers from Changhua who traveled domestically within the past year. Using purposive sampling, 300 questionnaires were issued and 280 were viable resulting in a viability rate of 93.33%. The statistical analysis leads to the following conclusions:
1.The overall customer value of domestic travel sights is moderate to high with a higher ethical value level.
2.The overall customer needs for domestic travel sights is moderate to high.
3.The purchasing willingness of domestic travel sights is moderate to high.
4.There is no disparity concerning customer value, customers’ needs, and willingness to purchase between elementary school teachers with different educational backgrounds and salaries.
5.There was a significant difference in customer value and customers’ needs between male and female elementary school teachers, with male teachers scoring more than female teachers.
6.There was a significant difference in purchasing willingness between elementary school teachers from different age groups, with those between 41 to 50 scoring higher than teachers around 30.
7.Customer value and customers’ needs effectively predicts customers’ purchasing willingness.

中文摘要 .....................ii
英文摘要 .....................iii
致謝辭 .....................v
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...............1
  第二節  研究動機...............3
第三節 研究目的............... 4
第四節 研究問題............... 5
第五節 名詞解釋............... 5
第二章  文獻探討.................6
第一節 顧客價值............... 6
第二節 顧客需求............... 16
第三節 購買意願............... 23
第三章  研究方法.................27
  第一節  研究架構...............27
  第二節  研究流程...............28
第三節 研究對象與抽樣方式..........29
  第四節 研究工具...............29
第五節 問卷預試...............32
第六節 統計分析方法.............39
第四章  研究結果與討論..............40
第一節  問卷量表信效度檢測..........40
第二節  樣本背景特徵分析.............40
第三節  彰化縣教師在旅遊場所顧客價值、 顧客需求及購買意願之現況...........42
第四節 不同背景彰化縣教師在旅遊場所顧客價值、顧客需求與購買意願之差異.......45
第五節 彰化縣教師在旅遊場所顧客價值、顧客需求對購買意願之影響...........50
第五章  結論與建議.................. 51
第一節 結論..................  51
第二節 建議.................. 52
參考文獻 ...................... 54
附錄A 研究預試問卷................ 68
附錄B 研究正式問卷................ 72

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