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研究生:白育瑋
研究生(外文):Pai,Yu-Wei
論文名稱:消費者滿意度與再購意願關係之研究-以網路購買保養品為例
論文名稱(外文):The Relationship between Consumer Satisfaction and Repurchase Intention: An Empirical Study of Purchase Skin Care Products on the Internet
指導教授:林吉祥林吉祥引用關係
學位類別:碩士
校院名稱:南台科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:英文
論文頁數:50
中文關鍵詞:消費者滿意度、消費者行為、消費者再購意願、保養品消費者滿意度、消費者行為、消費者再購意願、保養品消費者滿意度、消費者行為、消費者再購意願、保養品
外文關鍵詞:consumer satisfaction, consumer behavior, repurchase intention, cosmeticsconsumer satisfaction, consumer behavior, repurchase intention, cosmeticsconsumer satisfaction, consumer behavior, repurchase intention, cosmetics
相關次數:
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近年來,越來越多消費者依賴網路,不論是社交、商業互動、或者是購物,網路在生活中皆扮演著不可或缺的角色。根據先前的研究,近年來在網路上購物的比率逐漸升高。而本研究之目的在於探討消費者在網路購買保養品的滿意度以及再購意願的關係。研究問卷的發放及取樣是經由網路問卷隨機填寫。根據本研究資料顯示,消費者在網路購買保養品的種類、價格、商品資訊、網站服務對於滿意度有顯著影響。且滿意度與再購意願呈現正相關。研究最後則做歸納及建議,並給予未來想針對類似研究的研究者一些意見。
More and more people relay on the internet in their every day, such as social, business or shopping. The internet plays an important role for people to complete most of the transactions. According to the previous research, the percentage that people purchase products on the internet grows up dramatically every year. The main purpose in this research was to investigate the relationship between consumer satisfactions and repurchase intention of purchase skin care products on line. The questionnaires were collected on the questionnaire website via random sampling. The results showed that types, price, information and website service had significant effects on satisfaction. Moreover, satisfaction had a positive impact on repurchase intention. Finally, to summarized and give a conclusion then give some suggestions for future research.
English Abstract i
Chinese Abstract ii
Acknowledgement iii
Table of Contents iv
List of Table v
List of Figure vi
Chapter 1: Introduction 1
Research Background 1
Research Purpose 2
Research Questions 2
Chapter 2: Literature Review 4
Customer and Consumer 4
Consumer behavior 9
Consumer satisfaction 13
Repurchase Intention 15
Cosmetics 18
Chapter 3: Methodology 21
Research Framework and Hypothesis 21
Measurements and Questionnaire 23
Sampling Plan 24
Data Analysis 24
Chapter 4: Data Analysis and Results 25
Descriptive analysis 25
Reliability and Validity 30
Hypothesis Testing 31
Chapter 5: Conclusion 37
Findings 37
Research Contribution 38
Limitations and Future Research 39
References 40
Appendix 46
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