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研究生:李韋毅
研究生(外文):Lee, Wei-I
論文名稱:早午餐商店之價格知覺、產品品質、服務品質對行為意圖之影響
論文名稱(外文):The Impact of Price Perception, Product Quality and Service Quality on Behavioral Intention for Brunch Stores
指導教授:黃盈裕黃盈裕引用關係
指導教授(外文):HUANG, YING-YUH
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:中文
論文頁數:87
中文關鍵詞:早午餐價格知覺產品知覺服務品質行為意圖
外文關鍵詞:BrunchPrice PerceptionProduct QualityService QualityBehavioral Intention
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本研究旨在探討早午餐商店之價格知覺、產品品質、服務品質對行為意圖的影響及相關性。研究採用「問卷調查法」,以南部地區早午餐消費者為對象,進行研究調查,以了解消費者對早午餐商店的價格知覺、產品品質、服務品質是否會影響消費者的行為意圖,所得資料以統計軟體SPSS進行資料統計分析,統計方法有:敘述性統計(平均數、標準差、次數分配、百分比)、因素分析、信度分析、差異分析法(獨立樣本T檢定、變異數分析)、相關分析進行驗證外,並利用統計軟體AMOS進行結構方程模式分析(SEM)。
研究結果顯示價格知覺對於產品品質及對於服務品質之間是呈現正向顯著關係,表示早午餐商店所提供的餐點價格能符合消費者的接受,且提供良好的產品質質、服務品質,是有助於早午餐商店的永續經營;而在產品品質對行為意圖之間呈現正向顯著關係,表示產品品質與行為意圖是有影響關係的;另外服務品質對行為意圖之間無正向顯著相關,本研究推論可能是受測者對於低價品不會太在意服務品質反而認為產品品質比服務品質重要或所推論及修改的量表無法真正表達此構念所需的題項,導致此推論無法成立。
This research is going to discuss the effectiveness and relativity of consumer’s purchasing intention with perceived price, product quality and service quality of brunch store. It conducted the questionnaire to consumers who are living in the south of Taiwan and carried out the investigation of consumers’ behavioral intention which may be influenced by perceived price, product quality and service quality. In order to achieve the research aim, it adopted the software package SPSS to distill the collected data into useful information. Throughout the data analysis methods, which include descriptive statistics analysis, factor analysis, reliability analysis, difference analysis and building the SEM by AMOS software in order to figure out the influence among perceived price, product quality and service quality while consumers purchase in brunch stores.
The results of this research were summarized as follows: First of all, when the perceived price is higher, the consumers’ intention will be higher toward product quality and service quality. This means that currently the prices of products providing by brunch stores are satisfied with consumers and the good quality will benefit the sustainable operation of brunch stores. Moreover, the relationship between product quality and behavioral intention is positive and significant, which mentions the better product quality, the higher consumers’ purchasing intention. Nevertheless, the service quality does not have the positive influence behavioral intention. This is because consumers consider more about product quality than service quality while facing the lower price. It may probably be that the scale and ratiocination can not be precisely expressed and the finding does not easily be demonstrated in this research.
摘要............................................................ i
誌謝............................................................ iv
目次............................................................ iii
表目錄.......................................................... vi
圖目錄.......................................................... viii
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研究對象及範圍........................................ 3
1.4研究流程.............................................. 4
第二章 文獻探討................................................. 5
2.1價格知覺.............................................. 5
2.1.1價格知覺因果模式................................. 5
2.1.2價格的角色....................................... 6
2.2品質.................................................. 7
2.2.1知覺品質組成要素................................. 8
2.2.2知覺品質因果模式................................. 10
2.2.3服務品質構面..................................... 11
2.2.4品質的衡量構面................................... 11
2.2.5廣義的品質內涵................................... 12
2.3行為意圖.............................................. 14
2.3.1行為意圖因果模式................................. 14
2.3.2行為意圖的衡量構面............................... 16
2.4價格知覺與品質之相關.................................. 18
2.5品質對行為意圖的影響.................................. 19
2.6早午餐................................................ 20
2.6.1早午餐型態....................................... 20
2.6.2飲食轉變......................................... 20
第三章 研究方法................................................. 23
3.1研究架構與假設........................................ 23
3.1.1研究架構......................................... 22
3.1.2 研究假設........................................ 24
3.2研究對象.............................................. 24
3.3操作性定義及問卷設計.................................. 24
3.3.1 消費者之價格知覺................................ 24
3.3.2 消費者之產品品質................................ 25
3.3.3 消費者之服務品質................................ 26
3.3.4 消費者之行為意圖................................ 27
3.3.5人口統計變數..................................... 28
3.4資料分析方法.......................................... 29
3.5資料收集與問卷前...................................... 32
第四章 資料分析................................................. 34
4.1樣本特性分析.......................................... 34
4.2各變項之敘述性分析.................................... 37
4.3因素分析.............................................. 39
4.4信度分析.............................................. 43
4.5人口統計變數對各構面之差異性分析...................... 47
4.6 Person相關分析........................................ 54
4.6結構方程模式分析 ..................................... 56
第五章 結論與建議............................................... 63
5.1研究結論.............................................. 63
5.1.1樣本資料討論..................................... 63
5.1.2變數間關係之影響與驗證........................... 64
5.2管理意涵.............................................. 65
5.3研究限制.............................................. 66
5.4後續研究方向與建議.................................... 66
參考文獻........................................................ 67
附錄一 預試問卷................................................. 71
附錄二 正式問卷................................................. 74
一、中文參考文獻
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二、英文參考文獻
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