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研究生:吳奕璇
研究生(外文):WU, YI-HSUAN
論文名稱:電動機車消費者知覺價值對購買意願之影響 -以顧客滿意度為中介變項
論文名稱(外文):Influence of Electric Scooter Consumers’ Perceived Value on Purchasing intention — Customer Satisfaction as a Mediator
指導教授:周聰佑周聰佑引用關係李逢嘉李逢嘉引用關係
指導教授(外文):CHOU, TSUNG-YULI, FENG-CHIA
口試委員:陳建州周文玲
口試委員(外文):CHEN, CHIEN-CHOUCHOU, WEN-LING
口試日期:2020-05-22
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱: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:2020
畢業學年度:108
語文別:中文
論文頁數:91
中文關鍵詞:顧客知覺價值顧客購買意願顧客滿意度中介變數
外文關鍵詞:Customer perceived valuecustomer purchase intentioncustomer satisfactionmediating variable
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政府近年來大力提倡綠色環保並提出交通工具若具備節能減碳功能將可有效改善空氣汙染問題,其中電動機車(Electric Scooters)產品被視為未來市場發展潛力最大的市場,預估可以帶動台灣綠能產業發展,政府亦積極推動電動機車補助相關方案吸引消費者期能提高電動機車採購意願。
本研究透過顧客滿意度構面衡量使用電動機車之消費者意見,以未來可能有意願購買電動機車之顧客為主要調查對象,進行採購意願問卷調查。首先探討知覺價值構面與顧客滿意度構面對於購買意願是否有顯著影響,進一步探討顧客滿意度是否具有中介效果。本研究採用李克特五點量表(Likert scale),以現場發放方式進行問卷調查,最後有效問卷回收共計316份。回收問卷透過資料整理後使用變異數分析、階層迴歸分析等方法得出本研究結果。
研究結果顯示知覺價值構面對顧客滿意度構面確實具有顯著影響,此外顧客知覺價值構面對購買意願亦具有顯著影響,另一方面顧客滿意度構面對購買意願也具有顯著影響。最後探討顧客滿意度構面確實在知覺價值構面與購買意願之間具有中介效果,但階層迴歸分析結果顯示該中介效果屬於部分中介效果而非完全中介效果。

In recent years, the Taiwanese Government has been vigorously advocating the concept of green environmental protection. Additionally, the government has put forth the idea that air pollution may be effectively reduced if transportation vehicles possess the functions of energy saving and carbon reduction. Accordingly, the electric scooter market has been regarded as the market with the largest development potential; it is estimated to be able to set the development of Taiwan’s green energy industry into motion. To enhance consumers’ purchase intention, the government has been actively promoting relevant subsidy plans for electric scooters.
In this study, the author measures the opinions of electric scooter users using the customer satisfaction dimension. With those who may have the intention to purchase an electric scooter as the participants, a purchase intention survey was conducted. The author first investigated whether the perceived value dimension and the customer satisfaction dimension exert a significant influence on the purchase intention dimension. The author then examined whether the customer satisfaction dimension plays a mediating role. The survey was conducted by administering questionnaires at the study site; the questionnaires used a 5-point Likert scale. A total of 316 valid questionnaires were retrieved. After the questionnaire data were compiled and organized, the author used analysis methods such as variance analysis and hierarchical regression analysis to obtain results.
The results suggest that the perceived value dimension does exert a significant influence on the customer satisfaction dimension, and the customer perceived value dimension also has a significant influence on the customer satisfaction dimension. Further, the customer satisfaction dimension also exerts a significant influence on purchase intention. The results also indicate that the customer satisfaction dimension exerts a mediating effect on the relationship between the perceived value dimension and the purchase intention dimension. However, the hierarchical regression analysis indicates that this mediating effect is only partial. The customer satisfaction dimension does not fully mediate the relationship between the perceived value dimension and the purchase intention dimension.

摘要 i
Abstract ii
誌謝 iv
目錄 v
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 4
1.3 研究流程 4
第二章 文獻探討 5
2.1電動機車探討 5
2.2顧客知覺價值探討 18
2.3顧客購買意願探討 26
2.4顧客滿意度探討 34
第三章 研究方法及步驟 41
3.1 研究架構 41
3.2 研究假說 41
3.3變數操作性定義與衡量 43
3.4問卷設計 45
3.5資料蒐集 47
3.6資料分析方法 47
第四章 資料分析 49
4.1資料蒐集 49
4.2敘述性統計分析 49
4.3交叉分析 55
4.4信度分析 65
4.5迴歸分析 76
第五章 結論與建議 81
5.1研究結論 81
5.2研究建議 83
5.3研究限制 84
參考文獻 85
附錄一 92

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