臺灣博碩士論文加值系統

隨零售業市場已達飽和，競爭白熱化的零售業，今後如何在僅有的市場開拓企業財源，延續企業的命脈，是重要的課題。企業唯有將視為財神爺的顧客，保留住，或者開發新的顧客才是當務之急。保留舊顧客就是讓舊有的顧客再次購物，開發新顧客除了廣告、宣傳外最經濟、最快的方式莫過於顧客的口碑傳遞。本研究藉探討影響口碑及再購意願的因素，提出服務品質、商店印象、認知價值、滿意度四個因素，了解這些因素對口碑及再購意願的影響，以利企業要成功必須留住舊顧客與開發新顧客。
本研究採便利抽樣法，以超市、量販店的消費者為調查對象，發放450份紙本問卷，回收有效樣本共368份，再以結構方程模式(SEM)驗證研究之假設關係。
研究發現如下：(1) 服務品質、商店印象、顧客滿意、認知價值為再購意願及口碑的影響因素。(2)顧客滿意比認知價值對再購意願與口碑的正向影響力更大。(3)服務品質正向顯著影響顧客滿意並透過顧客滿意正向顯著影響再購意願與口碑。(4)認知價值正向顯著影響再購意願與口碑或透過顧客滿意會正向顯著影響再購意願與口碑。(5)商店印象則透過認知價值正向影響再購意願與口碑或透過認知價值及顧客滿意正向顯著影響再購意願與口碑。

While retail market has reached saturation and intensely competitive, how to develop profit to company and make the business is sustainable operation which is important issue to enterprise.
The only way to keep old customer is treat them as go, or explore new customers that is imperative. There are several ways to make old customer come to shopping again and explore new customer, besides advertising, promotion, the most economical and working fast way is consumer’s word-of-mouth.
The research focused on the relation between variables of quality of service, store image, perceived value, satisfaction, word-of-mouth and repurchase intention.
Understanding factors to affect word-of-mouth and repurchase intentions is good for company to maintain old customers successful and develop new customer.
Using the convenience sample to who have shopping experience of supermarkets or variety store, a total of 450 questionnaires are distributed and 369 effective ones are retrieved. Then tested by SEM analyses of the study showed that: (1) Service quality, store image, customer satisfaction and perceived value are the factors of repurchase intention and word-of-mouth.(2)Ccustomer satisfaction has stronger positive effect on repurchase intention and word-of-mouth than perceived value(3) Service quality has a positive effect on customer satisfaction. Further, service quality through customer satisfaction and perceived value positively influences word-of-mouth and repurchase intention. (4) Perceived value has a positive effect on customer satisfaction, and through customer satisfaction, perceived value has positive influence on word-of-mouth and repurchase intention.(5) Store image, through perceived value, directly influences word-of-mouth and repurchase intention. And also through customer satisfaction and perceived value, directly influences word-of-mouth and repurchase intention.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第三節 研究範圍 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 探討服務品質 7
第二節 探討商店印象 9
第三節 探討顧客滿意 10
第四節 探討認知價值 12
第五節 探討再購意願與口碑 14
第六節 探討各構念間之關係 16
第三章 研究方法 20
第一節 研究架構 20
第二節 研究變數的定義與衡量 20
第三節 問卷設計 23
第四節 資料蒐集與前測 26
第五節 資料分析方法 28
第四章 研究分析與討論 30
第一節 樣本輪廓描述 30
第二節 各構念描述性統計分析 32
第三節 信效度分析 34
第四節 結構模式估計 40
第五節 實證結果之討論 43
第五章 結論與建議 45
第一節 研究發現 45
第二節 理論與實務意涵 45
第三節 研究限制與後續研究方向 48
參考文獻 50
中文部分 50
英文部分 51
附件、研究問卷 60

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