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研究生:蔡元斌
研究生(外文):Yuan-Pin Tsai
論文名稱:顧客認知價值對信任、滿意度及再購意圖影響之研究
論文名稱(外文):The effect of customer perceived value on trust, satisfactionand repurchase intention
指導教授:李婉怡李婉怡引用關係
指導教授(外文):Wan-Ii Lee
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系連鎖加盟管理碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:72
中文關鍵詞:認知不一致認知價值信任再購意圖滿意度
外文關鍵詞:satisfactiontrustinconsistencyperceived valuecognitiverepurchase intention
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商業交易模式隨著時間不斷的變化,雖然電子商務交易日新月異,但並非所有人都能接受這種交易模式,在票券產業消費者面對通路的虛擬,以及票券使用的認知不一致性,使得實體票券在實體通路商店販售模式似乎重新被消費者所青睞。
本研究根據顧客認知價值理論、及信任理論、滿意度及再購意圖,提出一研究架構,並以實體票券通路商店消費者為研究對象,資料蒐集方法是針對實體票券通路商店內消費的消費者以及便利抽樣為主,以及進行探討,共取得347份有效樣本。
本研究以結構方程模式(SEM)驗證研究假設,經由實證得出以下結果:(1)認知價值會正向影響顧客信任、顧客滿意度及顧客在購意圖(2) 顧客信任會正向影響顧客滿意度;但對再購意圖沒有直接影響,而是藉由滿意度進行中介(3)顧客滿意度會正向影響顧客再購意圖。
本研究結果顯示企業提高顧客的認知價值才能最有效的提高顧客的在購意圖,藉由提高顧客的認知價值,能同時增加顧客信任、滿意度及再購意圖。企業在制定政策時必須了解消費者心中的認知價值形成因素,了解並滿足消費者的需求,提升其滿意度,而非單靠形式上的信任政策,期待顧客會再度消費。
Business transcation model is constantly changing with time. Although E-commerce transaction changes every day, not everyone can accept this transcation model. Facing the virtuality of channel and the cognitive inconsistency of using ticket in the ticket industry, customers seem to favour physical tickets and physical channel business model.
Based on theories of customer perceived value, trust, satisfaction and repurchase intention, the study proposes a research framework. Customers of physical ticket channel are used as the main research objects. Focusing on customers who consumed in physical ticket channel, this research adopts the convenient sample investigation method. A total of 347 valid questionnaires are received.
This study uses SEM to verify hypothesis, and empirical results are as followings: 1. perceived value will positively influence customer trust, customer satisfaction and repurchasing intention. 2. Customers trust will positively influence customer satisfaction; but has no direct effect on repurchase intention, and satisfaction conducted by an intermediary. 3. Customer satisfaction will positively influence repurchase intention.
The results of this study show that improving customers’ perceived value is the most effective way to improve customers’ purchase intention. Moreover, by improving perceived value of customer, it can also increase customer confidence, satisfaction and repurchase intentions. Company must understand the form factor of perceived value in minds of consumer when developing policy. Company also needs to understand and meet the needs of consumers to enhance their satisfaction, instead of relying on trust policy.
摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 v
圖目錄 vii
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 票券類型簡介 6
第二節 各構念文獻探討 8
第三節 構念間之實證關係 16
第四節 研究架構 20
第参章 研究方法 21
第一節 研究對象與蒐集方法 21
第二節 研究變數的定義與衡量 22
第三節 問卷設計與前測 25
第肆章 實證分析與討論 36
第一節 基本資料輪廓 36
第二節 信度、效度及相關係數分析 40
第三節 整體模式之分析 45
第四節 假設檢定與結構式分析 47
第五章 結論 52
第一節 理論意涵 52
第二節 實務意涵 55
第三節 研究限制與未來研究方向 56
參考文獻 58
附錄、研究問卷 70
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