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研究生:吳慶銳
研究生(外文):WU, CHING-RUEI
論文名稱:口碑及體驗價值對顧客忠誠度影響之研究—以推拿整復業為例
論文名稱(外文):A Study on the Influence of WOM and the Value of Customer Experience on Customer Loyalty:A case of Chiropractic Clinics
指導教授:周勝武
指導教授(外文):JOE, SHENG-WUU
口試委員:周勝武林介鵬張延彰
口試委員(外文):JOE, SHENG-WUULIN, CHIEH-PENGCHANG, YEN-CHANG
口試日期:2017-05-12
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:經營管理研究所在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:101
中文關鍵詞:推拿整復口碑體驗價值顧客忠誠度
外文關鍵詞:TuinaPublic ReputationExperiential ValueCustomer Loyalty Degree
相關次數:
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推拿整復是以中醫的臟腑、經絡學說為理論基礎,並結合西醫的解剖和病理診斷,而用手法作用於人體體表的特定部位以調節生理、病理狀況,達到理療目的的方法,從性質上來說,推拿整復是一種物理的治療方法。由於此產業對於個人健康有其相關性,因此本研究的目的在探討以推拿整復業為例,對顧客忠誠度影響之研究,藉此了解顧客對於口碑及體驗價值等因素考量下對顧客忠誠度的關係。針對本研究的口碑、體驗價值及顧客忠誠度參考中外學者的相關論述藉以發展本論文研究架構與進一步了解口碑、體驗價值對顧客忠誠度的影響。
本研究將透過問卷方式進行樣本收集,以有接觸過推拿整復的人為主要問卷調查對象,共發放出500份問卷,回收有效樣本共計450份,有效回收率90%,所得資料採用SPSS 22.0統計軟體進行資料處理與分析,統計方法包括敘述性統計、因素分析、信度與效度分析、交叉分析、人口統計變數與多元迴歸分析驗證其假說關係。
本研究經證實發現,對推拿整復業而言口碑及體驗價值對於顧客忠誠度都會有顯著正向關係。也就是說,由接觸過推拿整復的人經由口碑的傳達帶來的顧客,再由顧客本身體驗過整個推拿整復的療程所產生出來的結果與經驗,確實會對顧客忠誠度有一定的提升,並且也會願意介紹身邊及需要的人來參與此療法。
綜合上述結論,期望可以提供給經營業者及相關單位作為參考,並讓推拿整復業可以受到更多的重視且得以延續,也可以提供政府在推廣政策上有所依據,並助於日後學術研究上的考量及相關單位的規劃。

Tuina is a physical therapy, which is based on theories of viscera and meridians from traditional Chinese medicine, while simultaneously combines the anatomy and pathological diagnosis from Western medicine. It is often applied onto the specific part of human body to treat physiological or pathological illness. The particular correlation between Tuina and personal health makes this traditional industry a field that is worthy of research in terms of how reputation and experiential value influence customer loyalty degree. Based on related studies on reputation, experiential value and customer loyalty degree, this paper aims at exploring the influence of reputation, experiential value on customer loyalty degree in the Tuina industry.
The questionnaire was used to collecy the samples. A total of 450 questionnaires wewe collected and 90% effective samples were collected. The data wereanalyzed by SPSS 22.0 Ststistical software for data processing and analysis, statical methods, including narrative statistics, factor analysis, reliability and validity analysis, cross ananlysis, demorgraphic variables and multiple regression analysis to verify its hypothetical relationship.
This study has confirmed that there is a significant positive between public reputayion and experience value fot customer loyalty degree. In other words, by the contact with the people who psaa though the public reputation (word of mouth) to convey the customer and then by the customer experience the entire Tuina of the entire course of treatment generated by the results and experience, and indeed will have a certain degree of customer loualty, and will also be willing to introduce around and need people to participate in this therapy.
Based on the above conclusions, it is expected that it will be provided to the business operators and related units as a erference, so that the recycling industry can be paid more attention and can continue, but also can provide the government in the promotion of policy basis, and help future academic research considerations and related units of the planning.

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
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 2
1.3研究流程 3
1.4研究構念 6
1.5研究限制 6
1.6小結 7
第二章 文獻探討 8
2.1口碑之定義與相關研究 8
2.2體驗價值之定義與相關研究 13
2.3顧客忠誠度之定義與相關研究 20
2.4口碑與體驗價值對顧客忠誠度之相關研究 25
2.5小結 29
第三章 研究方法 30
3.1研究架構 30
3.2研究變數之操作型定義 30
3.2.1口碑 31
3.2.2體驗價值 31
3.2.3顧客忠誠度 31
3.3問卷設定 32
3.4資料分析方法 37
3.4.1敘述性統計分析 37
3.4.2信、效度分析 38
3.4.3迴歸分析 38
3.4.4因素分析 39
3.5問卷預試與信度分析 42
3.6研究假說 43
3.6.1口碑對體驗價值(功能性價值)之假說 45
3.6.2口碑對體驗價值(情感性價值)之假說 45
3.6.3體驗價值之功能性價值對顧客忠誠度之假說 46
3.6.4體驗價值之情感性價值對顧客忠誠度之假說 46
3.6.5口碑對顧客忠誠度之假說 46
3.7小結 46
第四章 資料分析 48
4.1敘述性統計分析 48
4.2分析 56
4.3量表信度與效度分析 61
4.4多元迴歸分析 63
4.5假說驗證 67
4.6小結 67
第五章 結論與建議 69
5.1研究結論 69
5.2研究建議 70
參考文獻 73
(一)中文文獻 73
(二)英文文獻 78
附錄 89

表目錄
表2. 1國外學者口碑定義彙整 10
表2. 2國內學者口碑定義彙整 10
表2. 3口碑構面整彙 13
表2. 4國內外學者對體驗價值之定義 15
表2. 5國內外學者對體驗價值構面主張 19
表2. 6顧客忠誠度定義之彙整 21
表2. 7顧客忠誠度之衡量構面 24
表3. 1口碑的預試問卷衡量問項 32
表3. 2學者原始問卷 33
表3. 3學者原始問卷 34
表3. 4學者原始問卷 34
表3. 5體驗價值-功能性價值的預試問卷衡量問項 35
表3. 6體驗價值-情感性價值的預試問卷衡量問項 35
表3. 7體驗價值-社會性價值預試問卷衡量問項 36
表3. 8顧客忠誠度-態度忠誠預試問卷衡量問項 36
表3. 9顧客忠誠度-行為忠誠預試問卷衡量問項 37
表3. 10可信度高低CRONBACH’S Α係數之對照表 38
表3. 11 KMO值之參考標準 39
表3. 12口碑因素分析 40
表3. 13體驗價值-功能性價值因素分析 40
表3. 14體驗價值-情感性價值因素分析 41
表3. 15體驗價值-社會性價值因素分析 41
表3. 16顧客忠誠度-態度忠誠因素分析 41
表3. 17顧客忠誠度-行為忠誠因素分析 41
表3. 18各構面預試信度分析結果 42
表3. 19研究假說 46
表4. 1問卷回收狀況表 48
表4. 2人口基本特性 48
表4. 3性別與每個月用推拿整復調理身體一次交叉分析表 56
表4. 4婚姻狀況與每個月用推拿整復調理身體一次交叉分析表 57
表4. 5年齡與每個月用推拿整復調理身體一次交叉分析表 57
表4. 6教育程度與每個月用推拿整復調理身體一次交叉分析表 58
表4. 7職業與每個月用推拿整復調理身體一次交叉分析表 59
表4. 8職稱與每個月用推拿整復調理身體一次交叉分析表 60
表4. 9平均月入與您願意每個月用推拿整復調理身體一次嗎交叉分析表 60
表4. 10 KMO值之參考標準 61
表4. 11可信度高低CRONBACH’S Α係數之對照表 62
表4. 12各構面信度與效度分析表 62
表4. 13口碑、功能性及情感性價值對顧客忠誠度之多元迴歸分析表 64
表4. 14口碑對功能性價值之多元迴歸分析表 65
表4. 15口碑對情感性價值之多元迴歸分析表 66
表4. 16多元迴歸分析結果 66
表4. 17假說驗證結果彙整表 68

圖目錄
圖1. 1研究流程圖 5
圖1. 2研究構念圖 6
圖2. 1五種影響消費價值選擇 16
圖2. 2體驗價值類型 17
圖3. 1研究架構圖 30
圖3. 2本研究正式架構圖 43
圖3. 3研究假說 45
圖4. 1口碑、功能性及情感性價值對顧客忠誠度之多元迴歸分析假設驗證 64
圖4. 2口碑對功能性價值之多元迴歸分析假設驗證 65
圖4. 3口碑對情感性價值之多元迴歸分析假設驗證 66
圖4. 4各架構間的研究假說檢定圖 67
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