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研究生:鍾美玲
研究生(外文):Mei-Ling Chung
論文名稱:影響再購意願因素之探討-以知覺風險與涉入為干擾變數及以某醫院之醫學美容顧客為例
論文名稱(外文):Antecedents of Repurchase Intention:Moderators of Perceived Risk and Involvement and Example of Medical Cosmetic Customers of Hospital
指導教授:王崇昱王崇昱引用關係
指導教授(外文):Chung-Yu Wang
口試委員:李書政翁鶯娟
口試委員(外文):Shu-Cheng LeeYing-Jiuan Wong
口試日期:2013-06-02
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系碩士在職專班
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:2013
畢業學年度:101
語文別:中文
論文頁數:102
中文關鍵詞:知覺價值智慧資本滿意度再購意願知覺風險涉入
外文關鍵詞:Perceived valueIntellectual CapitalCustomer satisfactionRepurchase intentionPerceived riskInvolvement
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過去探討影響再購意願之因素研究甚多,但未提出一個較完整之架構,因此本研究主要針對知覺價值、智慧資本等變數探討其對於再購意願的影響,以顧客滿意度為中介變數,另再加入知覺風險、涉入為干擾變數。在選擇實證樣本時,因考量該產業與顧客有直接的互動性,所以選擇高雄某醫院曾經購買醫學美容任一服務或產品的顧客做為研究對象。
本研究共收回200份有效問卷,利用迴歸分析發現知覺價值、智慧資本對顧客滿意度皆有顯著正向影響,顧客滿意度對再購意願有顯著正向影響;顧客滿意度在知覺價值、智慧資本與再購意願之間,具有中介效果存在。根據上述研究結果,本研究提出具體的理論與實務意涵以及未來的研究建議。
In the past, many studies focused on the factors affecting repurchase intention. However, a more complete structure in this respect has not been proposed yet. In this study, it aims to explore the effect of the variables such as perceived value, intellectual capital on repurchase intention via customer satisfaction. Moreover ,this stuy views perceived risk and involvement as the moderating variables. The study indudes customers purchased medical beauty to any of the services or products of one hospital in Kaohsiung as the sample for the research.
A total of 200 valid copies of the questionnaire were collected. Through the regression analysis, it is found that perceived value, intellectual capital created positive effect on customer satisfaction at a significant level. Customer satisfaction has positive effect on repurchase intention at a significant level. Customer satisfaction created intervening effect while exploring the relationships between perceived value , intellectual Capital and repurchase intention. According to these results,we hope that these findings could provide some useful information for applying in the future study.
目錄
中文摘要 II
英文摘要 III
誌 謝 V
目錄 VI
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 再購意願 7
第二節 顧客滿意度 9
第三節 知覺價值 14
第四節 智慧資本 17
第五節 知覺風險 21
第六節 涉入 26
第三章 研究方法 30
第一節 研究架構 30
第二節 研究變數之操作型定義及衡量 31
第三節 問卷設計 37
第四節 研究方法 38
第四章 研究結果 42
第一節 敘述性統計分析 42
第二節 信、效度分析 45
第三節 各變數之間相關分析 49
第四節 各變數間的差異分析檢定 50
第五節 顧客滿意度之中介效果分析 56
第六節 知覺風險、涉入對各變數間關係的干擾效果檢定 60
第五章 結論與建議 69
第一節 研究結論與討論 69
第二節 研究貢獻與管理意涵 75
第三節 研究限制與建議 78
參考文獻 80
附錄 90
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