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研究生:黃偉聖
研究生(外文):Wei-Sheng Huang
論文名稱:購買前關係行銷對於廚具購買意願影響之研究
論文名稱(外文):A study of the relationship marketing effect on purchase intentions of kitchen cabinet on the pre-purchase
指導教授:楊東震楊東震引用關係
指導教授(外文):Dong-Jhen Yang
學位類別:碩士
校院名稱:義守大學
系所名稱:工業管理學系
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:2015
畢業學年度:103
語文別:中文
論文頁數:57
中文關鍵詞:關係行銷關係品質購買意願廚具
外文關鍵詞:relationship marketingrelationship qualitypurchase intentionkitchenware
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隨著生活習慣的改變以及歐化廚具的引進,台灣廚房空間開始有了不一樣的變化,消費者也越來越重視廚房空間的設計與規劃。近年來,消費意識日漸提升,消費市場也逐漸導向關係行銷的行銷模式,買賣雙方更重視彼此之間的長遠發展。因此,關係行銷在廚具產業中,更是值得重視的一環,廚具公司該如何提供優質的內容與服務,進而提升消費者的購買意願,達到最高的成交機率,這是目前廚具產業中值得重視的議題。
本研究針以問卷調查方式針對全台灣的廚具公司消費者進行實證研究,探討關係行銷對於關係品質以及購買意願之影響,希望透過本研究實證結果可提供廚具公司在廚具的銷售策略上一個新的參考依據。
本研究經統計分析後得知,關係行銷對關係品質以及購買意願皆有正向顯著影響,實證結論如下:
一、關係行銷對關係品質有正向影響。廚具公司提供合理的價格、專業的服務以及客製化的產品給消費者時,消費者對於廚具公司的信任度以及滿意度也會跟著提升。
二、關係品質對購買意願有正向影響。廚具公司給消費者的信任度、滿意度以及承諾提高時,消費者對於廚具的購買意願也會跟著提升,進而增加購買機率。
三、關係行銷對購買意願有正向影響。廚具公司提供合理的價格、專業的服務以及客製化的產品給消費者時,消費者對於廚具的購買意願也會跟著提升,進而提升簽約率。


With the changes of lifestyle and the import of Europeanization kitchenware, the kitchen space in Taiwan has had some changes. Consumers have also valued kitchen design and planning increasingly. In recent years, with the increasing consumption consciousness, the consumer market has gradually oriented the marketing model of marketing relationship. Both buyers and sellers have valued the long-term development with each other. Therefore, relationship marketing in the kitchenware industry is a highly-valued part. How to provide quality and services for a kitchenware company to enhance a consumer''s buying willingness and to reach higher turnovers are the essential issues in the kitchenware industry.
This empirical study aims to explore the influences between relationship quality and purchase intention on relationship marketing. The participants were consumers at the kitchenware companies in Taiwan. The data came from questionnaire surveys. It is hoped that the results could provide a new reference on sales strategy for a kitchenware company.
Results of this study showed that relationship marketing for relationship quality and purchase intention had significant positive impacts. The findings were as follows.
1. Relationship marketing had a positive impact on relationship quality. When the kitchenware companies offered reasonable prices, professional service, and customized products to consumers, the consumer also improved their trust and satisfaction to the companies.
2. Relationship quality had a positive impact on purchase intention. When the kitchenware companies enhanced trust, satisfaction, and commitment to consumers, the consumers also increased their buying willingness and purchase probabilities as well.
3. Relationship marketing had a positive impact on purchase intention. When the kitchenware companies offered reasonable prices, professional service and customized products to consumers, the consumers also increased their buying willingness and signature rates.


第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討
第一節 關係行銷 4
第二節 關係品質 7
第三節 購買意願 9
第三章 研究方法
第一節 研究架構 11
第二節 研究假設 12
第三節 抽樣對象 13
第四節 變數操作性定義及衡量 14
第四章 資料分析與研究結果
第一節 問卷回收狀況與信度分析 16
第二節 樣本結構分析 18
第三節 迴歸分析 21
第五章 結論與建議
第一節 研究結果 39
第二節 研究限制與建議 42
參考文獻 43
附錄一 問卷 46


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貳、英文部分
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