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研究生:蘇印璽
研究生(外文):Yin-Hsi Su
論文名稱:美髮業服務品質、認知價格、知覺價值、顧客滿意度對消費者行為意向之研究-以台灣、廣東為例
論文名稱(外文):Effects of Service Quality, Perceived Price, Perceived Value, and Satisfaction On Behavioral Intention in Hairdressing Industries-An Example of Taiwan and Guangdong
指導教授:黃建文黃建文引用關係
學位類別:碩士
校院名稱:台南應用科技大學
系所名稱:生活應用科學研究所
學門:民生學門
學類:生活應用科學學類
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:87
中文關鍵詞:台灣美髮業服務品質
外文關鍵詞:TaiwanHairdressing IndustryService quality
相關次數:
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1980年海峽兩岸的經貿合作之後,兩岸在經貿上相互依存的關係至今是越來越密不可分,在加上2008年開放陸客來台、陸資來台、兩岸三通、陸生來台等種種政策,更代表著兩岸交流在未來重要性、發展性及可能性。除了在食衣住行的生活水準不斷的向上提升外,相關美髮消費資訊與電視網路的傳播十分的快速,使得每個人的消費觀念不斷的改變,已經從以往傳統的民生需求,轉變為顯現個人特色、身分地位、流行時尚的消費觀念,也正因消費者有如此的觀念改變,驅使美髮業成為熱門的服務行業。
目前美髮業的市場競爭激烈,不僅以以往的技術決定一切,而業者為了吸引顧客,則必須在服務上、價格上都讓消費者滿意且有再次登門消費的意願。本研究經由文獻回顧後,為瞭解兩岸曾經到過美髮院消費的顧客背景特徵在各研究構面因素上之差異性,本研究採用變異數分析(ANOVA)來檢定各構面及各因素間之差異性,並利用線性結構關係模式分析「服務品質」、「認知價格」、「知覺價值」、「顧客滿意度」、「行為意向」的因果關係,並探討各前因變項影響情形。
經由本研究發現,可提供兩岸之美髮業者做為未來改善及提升滿足各地不同的消費族群及不同的特殊需求,以此為參考依據。


After economic and trade cooperation in 1980, the interdependent relationship with two sides across the Taiwan Strait was became closely linked and inseparable. In addition, the openness policy on allowing china tourists to visit Taiwan,
three Direct Links, chinese students to Taiwan...etc. in 2008. All those means the Strait Exchange will be much more importance, possibility and seminally. Expect the basic daily needs is upgrade day by day, since the consuming information about hair propagated quickly from internet and television, it cause to the concept form consumer keep on changing. At the present age, hairdressing service is not only the general needs but also to show the self-expression, status and fashion. for those reasons, hairdressing service was became the popular industry.
It is highly competition at the moment in the hairdressing service market, technique is the basic requirement, in order to attract customers, the businessmen need to improve the service quality and price superiority to encourage a repeat. According to the reference, in this research, we introduce Analysis of Variance(ANOVA) was used to check the differences between structures and factors, and Linear Structural Relation model( LISREL) to analysis the causal relation among Service Quality, Perceived Price, Perceived Value, Customer Satisfaction and Behavior Intention, and discuss the effect of the each antecedents and consequences were discussed.
The research found, available to improve and upgrade to meet local consumer groups and the special needs of Taiwan and Guangdong of the hairdressing industry as a future, as a reference.


目錄
第一章 緒論…………………………………………………………… 1
1-1研究背景與動機……………………………………………………………1
1-2研究目的……………………………………………………………………3
1-3研究範圍與研究架構………………………………………………………3
1-4研究流程……………………………………………………………………4
第二章 文獻探討……………………………………………………… 5
2-1美髮業歷史與發展現況……………………………………………… 5
2-2服務品質……………………………………………………………… 7
2-3認知價格………………………………………………………………14
2-4知覺價值………………………………………………………………18
2-5顧客滿意度……………………………………………………………23
2-6行為意向………………………………………………………………25
第三章 研究設計……………………………………………………… 27
3-1操作性定義與問卷設計…………………………………………… 27
3-2研究架構………………………………………………………………31
3-3問卷設計………………………………………………………………34
3-4抽樣方法………………………………………………………………35
3-5問卷回收及資料分析方法……………………………………………35
第四章 研究結果……………………………………………………… 38
4-1敘述性統計分析………………………………………………………38
4-2構面因素衡量…………………………………………………………42
4-3信度之檢定統計方法…………………………………………………46
4-4各研究構面之差異分析………………………………………………48
4-5模型適配度說明………………………………………………………66
第五章研究結論與建議………………………………………………… ……73
5-1研究結論……………………………………………………………… 73
5-2研究建議……………………………………………………………… 76
參考文獻……………………………………………………………………… 79
附錄、問卷…………………………………………………………………… 84


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