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研究生:王明坤
研究生(外文):Ming-KuenWang
論文名稱:電信新產品服務知覺品質、服務等候、企業形象與知覺價值對台灣區消費者行為意向與選擇行為之影響
論文名稱(外文):Effects of New Telecom Product Services Perceived Quality, Waiting Experience, Corporate Image and Perceived Value on Consumer Behavioral Intentions and Choice Behavior in Taiwan
指導教授:黃國平黃國平引用關係高凱聲高凱聲引用關係
指導教授(外文):Kevin P. WhangKevin P. Whang
學位類別:博士
校院名稱:國立成功大學
系所名稱:交通管理學系碩博士班
學門:運輸服務學門
學類:運輸管理學類
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:140
中文關鍵詞:新產品服務知覺品質服務等候企業形象知覺價值消費者行為意向消費者選擇行為
外文關鍵詞:Perceived Quality of NewTelecom Product ServicesWaiting ExperienceCorporate ImagePerceived ValueConsumer Behavioral IntentionsConsumer Choice Behavior
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電信為當前台灣區熱絡的科技產業,其服務提供了民生的便利性與科技性,因具有貼近消費者需求與引領科技發展的特性,如何開創電信服務的競爭優勢,實有賴於優質與創新的服務品質,讓消費者願意持續保有忠誠度。消費者行為意向滿意為企業獲利來源指標,知覺服務品質、企業形象、服務等候有助於長期關係交換的維持;此意謂顧客滿意中,消費者知覺、價值在交換過程中扮演之角色,但過去卻缺乏電信產業整合的研究,本研究提出整合架構,將「服務等候」構念納入,以電信新產品服務知覺品質為前因變數、連結消費者行為意向與知覺價值概念,以台灣區曾接受電信新產品服務之消費者有效回收樣本1,277份為實證研究,探討各構念對消費者的影響效果,根據結構方程模式研究結果顯示,電信新產品服務知覺品質與知覺價值不顯著,但新產品服務知覺品質顯著影響消費者行為意向,企業形象與消費者行為意向無顯著相關,知覺價值顯著影響消費者行為意向,知覺價值在消費者行為意向間具有中介效果。
本研究主要學理貢獻在於將服務等候構念納入,整合、建構台灣電信產業消費者行為意向、滿意模式。對行銷研究關注價值策略新發現:在環境遽烈變動的電信科技產業,傳統的「企業形象」已不再積極影響消費者之選擇,消費者重視實質費率「利益」、「得」的「直接效果」,服務等候影響消費者行為意向,仍需透過業者內部「服務延遲控制」與「服務瀰補」間接效果來滿足。目前以電信新產品為對象的文獻研究並不多,本研究用以驗證理論比對,對現存電信業者實際行銷策略具有參考價值。

In the telecommunications industry, there is a lack of integrated research on the roles played by consumer perception in customer satisfaction. This study proposes an integrated framework, incorporating the “waiting experience” construct. The dependent variable is perceived quality of new telecommunication product services.The sample included 1,277 valid responses collected from consumers who had received new telecommunication services in Taiwan. Research results from structural equation modeling analysis show that perceived quality and perceived value of new telecommunication services are not significantly correlated, whereas perceived quality of new telecommunication services significantly influences consumer behavior intention. Corporate image and consumer behavior intention are not significantly correlated, while perceived value significantly influences consumer behavior intention. Perceived value also has a mediating effect on consumer behavior intention.
The main theoretical contributions of this study include incorporating the wait experience construct into an integrated model of Taiwan telecommunications consumer behavior intentions and choice behavior satisfaction. New findings relevant to marketing research focusing on value strategy includethe finding that in Taiwan's telecommunications industry, which faces drastic environmental change, traditional “corporate image” no longer actively influences consumer choice. Consumers pay attention to the benefits of the actual pay rate and the direct effects of service acquisition. Wait experience influences consumer behavior intention but is mediated by the indirect effects of internal service delay control and service compensation.There is currently little literature concerning new telecommunication product services.This research conducted comparisons based on theoretical theories, and the results provide reference of practical marketing strategies within existing telecommunication companies.

中文摘要 I
英文摘要 II
誌謝 III
目錄 V
表目錄 IX
圖目錄 XI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍與限制 4
1.4 研究內容 5
1.5 研究流程 7
第二章 文獻探討 8
2.1 理論篇-新產品服務知覺品質理論意函 8
2.2 新產品之定義 8
2.3 知覺品質(Perceived Quality) 10
2.4 知覺價值(Perceived Value) 13
2.5 服務等候(Waiting Experience) 16
2.6 企業形象(Corporate Image) 19
2.7 消費者行為意向(Consumer Behavioral Intentions) 25
2.8 結構方程模式(Structural Equation Model,SEM ) 31
2.9 個體選擇模式(Discrete Choice Model, DCM) 32
2.10電信產業篇(Telecommunication Industry)-依據理論探討、
定義本章節電信新產品 35
2.10.1電信新產品—行動通訊號碼可攜(Mobile Number
Portability, MNP )服務 35
2.10.2電信新產品—Total Solution(整體服務方案)服務 41
2.11台灣區行動電話系統業者市場概況 45
第三章 研究設計 48
3.1 研究架構與線性結構關係模型建立 48
3.1.1 消費者行為意向研究架構圖 48
3.1.2 消費者行為意向SEM模型徑路圖 49
3.1.3 消費者選擇行為研究架構圖 52
3.2 主要研究變數與操作性定義 52
3.3 本研究衡量各主要研究變數之問卷設計 55
3.4 研究方法 56
3.4.1線性結構關係模式 56
3.4.2模式配適度指標總結 64
3.4.3個體選擇模式 65
3.5 資料統計分析 70
3.6 問卷衡量尺度 71
3.7 抽樣設計 71
第四章 消費者行為意向研究結果與分析 75
4.1 有效樣本基本資料分析 75
4.2 研究變項之間的關係 75
4.3 不同電信業者間齊質性、標準化問題(Assessing Equivalence)之檢定 76
4.4 理論構面因素之萃取 76
4.5 各構面信度、效度分析 79
4.6 驗證性因素分析(CFA) 81
4.6.1 基本適合準則分析 82
4.6.2 整體模式適合度分析 82
4.6.3 模式內在結構(內在品質)適合度分析 83
4.7 研究假設關係路徑的驗證結果 84
4.8 潛在變數間的影響效果 86
4.9 知覺價值是否具有中介效果之檢定 86
4.10 消費者脈絡、背景檢定 87
4.11 台灣區居住不同地區之消費者對於各變項構念之差異檢定 88
4.12 結論:台灣區整體三家電信公司之消費者行為意向SEM模型89
4.13 台灣區各別三家電信公司之消費者行為意向SEM模型 90
4.14 台灣區居住不同地區之消費者行為意向SEM模型 93
第五章 消費者選擇行為研究結果與分析 97
5.1 個體選擇模式校估與分析 97
5.1.1 模式解釋變數之定義 97
5.1.2 多項羅吉特模式 98
5.2 彈性分析 103
第六章 結論與建議 105
6.1 研究結論 105
6.1.1 消費者行為意向結論 105
6.1.2 消費者選擇行為結論 105
6.1.3消費者行為意向結論與消費者選擇行為結論兩者之比較(兩者相同點)106
6.2 本研究主要學理貢獻 106
6.3 管理意涵與實務建議 109
6.4 未來學術研究方向建議 110
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